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FIB - Scams 101 - Ye Olde Archives
Posted By: Mel. White
Thursday, 17 March 2005, at 5:18 a.m.
I read with interest and amusement the thread on marketing to women (I'm out of town on a research trip and won't be back for another day or so.) You're making the mistake that many do -- thinking that there's a "magic" formula for marketing to a sector. As you can see, there is NOT.
And that's what they teach you in grad school marketing that most of the "gurus" on Internet don't seem to know about: EVERY market is essentially a niche market. Your big problem is where to find the market.
Let's say that you go for the "horrified when someone else shows up wearing your dress" crowd (that's not me, either. I'd just laugh.) You can't simply write an ad and expect that kind of person to find you. You need to know:
1) what does this person look like? You can't use that many 20-somethings to advertise to 70-somethings unless you're pitching the 20-somethings as their grandkids and show them in grandkid clothing (not teeny-weeny bikinis.)
2) what does this person do for hobbies? Often times this gives you an additional hook.
3) are they married/unmarried/looking? Target me with a "for attracting that wonderful guy into your life" ad and I'll blow it off. I'm not getting rid of my husband. Nor am I into the single lifestyle.
4) where do they "hang out" online? I'm sure there's a lot of targeted advertising out there that I might go for -- BUT -- it doesn't show up in any of the places where I hang out.
No, these aren't easy to answer. There is also a difference between a "store site" (think: Amazon) and an "information rich" site (think any popular board)
If you want to market to a Generic Population and aren't being very specific ("women", "30-somethings", etc) then your best way to do it is to plan on a media blitz to get your name and your brand in front of the entire population of the US and Canada (think: tv ads for Yahoo or Expedia.)
Ad campaigns tend to fail for reasons like the above. If you stop and do a little research on your target NICHE market, you'll be abl to advertise to them more successfully.
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