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Matching Your Target Market – A Lesson From Mexican Entrepreneurs

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How to reach your peeps is just about always on my mind – it comes with the territory of being a marketing therapist. So here I was, two days ago, lounging around on the public beach in Puerto Vallarta. And I ended up, no big surprise, watching the vendors who sell up and down the beach. It is a great case study of how to figure out what to sell to a specific target market.

In the space of two hours we were visited by quite a number of beach vendors. Here’s a list of the items we were offered:

Cooked skewered shrimp, topped off by one of the limes hooked onto a separate skewer.

Heavy blankets in various colors that could be used on the beach or as a rug at home.

Brightly colored large pitchers that looked like ceramic but were actually wood.

Toys and gum from a basket.

Tuba-tuba, which is a chilled coconut drink served into a cup from a huge hollowed out double gourd.

Lace shawls.

All sorts of jewelry – silver, shells, beaded.

Elaborately carved cold fresh fruit, your choice, from a head-balanced platter.

Music from a 3-group band, complete with voice and instruments (including a bass fiddle)

Music from a two-person steel band percussion group, a 4-foot long instrument that unfolded and sat on a table, complete with sound system (battery operated).

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