Earlier this morning I touched on the debate between mass marketing and narrowly tailored, specifically targeted marketing. I also promised "more on this later"...now it's later and being the honorable, occasionally respectable person that I am, here's your fill.
I've recently been reading PyroMarketing by Greg Stielstra (sidenote: great book). Stielstra draws a comparison between mass marketing and talking to someone who doesn't speak the same language (literally) as you. I'll start at the end and work backwords.
Point 1. Relevance, not volume is the key to successful marketing.
- When you're trying to talk to somebody who doesn't speak the same language as you, increasing the volume of your voice and speaking slowly makes no difference, but if you use relevant gestures and body language you're more likely to establish some sort of connection.
Point 2. Lumping in customers who may not be open to your product/service with those that do will hurt your marketing efforts.
- Bad news travels faster than good news, and generally gets worse as it travels. If somebody likes your product, they'll tell 3 other people. If they don't like it, they'll tell 5, and those 5 are less likely to purchase anything from you than the person who had the bad experience to start with.
- Be careful who you market to, because if they don't like your product, there's a very strong chance they'll market against you. Try and wrap your head around that.
Until next time...don't let the man drag you down.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment