Developed for the American Chef's Association

1. How to Market

2. Target Marketing
In order to reach your audience you must first determine who they
are:
– Who do you want for clients?
Here are some choices to consider.
Career Obsessed Singles
High-End Clients
Double Income (No Kids)
Two-Income couples (with kids)
Seniors who own their own homes
Medically Specific
Special Needs
Single Parents

3. Some Thoughts on Reaching
Clients
Develop a W>O>M>P> (Word of Mouth Potential)
Signature (a hat, a name, a story, a photo) that
people will remember & stick with it.
Offer to supply a "recipe of the month or week"
to a weekly or monthly local publication for free.
Press Releases: Newspapers, TV Station, Radio
Stations

4. Some Thoughts on Reaching
Clients
Speak to Local Professional Groups at their
monthly meetings on "How A Personal Chef Can
Facilitate Your Well-Being"
Kiwanis, Women's Groups, Lawyers Clubs, Medical
Groups, etc.
Meet with Persons Responsible For Discharging
Patients from local hospitals - post surgery,
broken limbs, newly diagnosed diabetics or
cardiac patients needing low salt/low fat programs.

5. Some Thoughts on Reaching
Clients
Offer to rack "New Parent Resource Envelopes" for
New Parents in OB/GYN offices - it's the perfect
Gift Certificate.
Flyers
Mailings
Ads
Office Buildings (distribute flyers)

6. Some Thoughts on Reaching
Clients
Law Firms
Contact Big Businesses who want their staff to work
long hours & are taking care of employees they want
to keep.
Community Groups/Church Groups/
Charity Events - offer gift certificates for auction, or
participate in Food Tasting Events
Take a walk in neighborhoods where you would like
to cook. Slip a flyer under the mat (not in the
mailbox.)

7. Marketing Concept
Long-term success depends on your ability to
maintain a strong body of satisfied clients while
increasing the body with new clients. Clients will
ebb and flow like the waves of the ocean. Your
steady marketing program will keep the flow steady.
The marketing concept rests on the importance of
clients. All of your policies and activities should be
aimed at satisfying the clients’ needs while obtaining
a profitable, rather than a maximum sales volume.

8. Marketing Concept
To use the marketing concept, an entrepreneur needs to:
1. Determine the needs of their clients (market research).
2. Develop their competitive advantages (market strategy).
3. Select specific markets to serve (target marketing).
4. Determine how to satisfy those needs (marketing mix).
5. Analyze how well you've served your clients (marketing
performance).
Then return to Step 1,

9. Marketing Concept
Identify Client’s Competition:
Age Who is your competition?
Income How many personal chef services are in
Occupation _______________ County?
Family size What attracts clients to them?
Marital status What strengths do they advertise?
Residence
Interests and hobbies
Client’s needs:
Is the service for a limited or long-term time?
Are clients looking for quicker service?
Do clients want guarantees with the service?
How often will clients use the service? every
two, four, or six weeks?

10. Marketing Concept
Data can also be obtained by doing your own
research through the following means:
 Surveys
 Client Assessment Form
 Customer Service Cards
 The Demographic Survey
Encouraging and collecting client comments and
suggestions is an effective form of research. By
asking the clients to explain how the service
could be improved to meet their needs,
constructive market research is done, as well as
instilling client confidence.

11. Market Research
The aim of market research is to find out
who your clients are, what they want,
where and when they want it.
Market research should investigate four
areas: clients, client needs, competition
and trends.

12. Target Marketing
When the marketing strategy is developed,
determine with which client group this would be
most effective. The market is defined by
different segments:
– Geographic: customers who live in certain neighborhoods.
– Demographic: direct advertising to singles, families, retirees, and
specific occupations of consumers.
– Psychographics: target promotion to the opinions or attitudes of
the clients.
– Product benefits: aim marketing to emphasize the benefits of the
service that would appeal to consumers who buy for this reason
in particular (convenience or healthy eating goals for example).

13. Demographic Survey –
(APCA pg. 4 -11)
Would you please assist us in compiling demographic information for our new industry?
Just circle the appropriate answer.
Male Female
Age: 21-30 31-40 41-50 51-60 61-70 71-80 over 80
Employment Status: Not Employed Employed Retired
Occupation:
Income Level: to $25,000 $25-40,000 $40-60,000
$60-80,000 $80-100,000 $100-150,000
$150-200,000 Over $200,000
Education: HS BA MA PhD
Residence: Own Home Rent Intend to Buy
What is your residential ZIP Code?
What publications do your read on a regular basis?
1.
2.
3.
What is your favorite radio station?
What is your favorite TV station?
Thank you very much for sharing this information with us.