Sometimes support can come from the most unlikely of places. For example, how would you like Steve Jobs to present your business to a global audience?
Sound far fetched.
Posts Tagged ‘advertising’
Reaching Your Un-Customers
Maybe you have never heard of un-customers.
I first heard the term in Peter Drucker’s “Management Challenges for the 21st Century”. It refers to 99.99% of the world population who have never heard of your product.
If you are relying on Search Engine Marketing to reach these potential customers you are in trouble. These customers are not searching for your product.
There is, of course, a few people who will find your product while searching for something else. The ‘long tail’ effect. This is a way to augment your normal marketing, but in itself is not a viable marketing strategy.
Broadcast media is a vital part of any marketing strategy. It reaches the un-customer.
However, the concept of broadcast media has changed. Targeted broadcasts include online banner and PPC advertising. Advertising for TV, radio and print can be both general and targeted. And, as the competition for advertising dollars increases, the cost of all broadcast advertising is coming down.
I Can Finally Afford It
When asked why he robbed banks Willy Sutton quipped, “Because that is where the money is,”.
In these hard economic times businesses have been slow to learn this lesson. Advertising and marketing are focusing on a demographic that has less and less disposable income and discretionary spending.
Who should businesses be focusing on? Well — people like me.
We are 55+, we have retired or will soon retire; we have inherited or will soon inherit a sizable estate; and while the stock market has hurt our nest egg — for the most part, we are doing quite well.
We are different from our parents generation. A generation that survived a depression, a world world, worked hard all their lives to retire at 65 and die a few years later. We are healthy and expect to stay that way for another 20 or 30 years. However, we are starting to realize our own mortality. We might have something set aside ‘for the kids’. But, they ain’t getting all of it.
Like any group of this size we are a diverse lot. We want to save the planet – but that Cadillac sure looks nice. We don’t need a 35 foot motorhome, 25 feet will work fine, but it better have all the ‘beels and whisles’. Those jet-skis look like fun, how about a kayak, or maybe a sailboat. And PLEASE, don’t make me sit in a cramped airplane seat – give me some leg room and a little luxury – I can finally afford it.