One Size Does NOT “Fit All”
When it comes to Marketing, there are usually two main philosophies.
The first is a “One Size Fits All” approach to messaging and it states, loosely, that you want to have the broadest message with the broadest appeal possible.
Check out Coca Cola for examples of broad marketing messaging. For them, there’s nothing wrong with that.
But for others, one size definitely does NOT fit all, which brings us to the other marketing philosophy; targeted marketing.
Ford. They’re a little auto manufacturer based in Dearborn Michigan, maybe you’ve heard of them.
Ford sells cars, trucks & SUV’s. Right on their home page, you see their slogan: “A Vehicle for Every Lifestyle”.
So why bring them up? Because Ford knows that it sells a lot of different cars and trucks to very different people.
They know their customers. Theirs is a great example of marketing with broad appeal while still getting granular enough to appeal to certain demographics.
They don’t advertise Ford Expedition’s to kids fresh out of high school because they know those folks aren’t typically the ones buying those beasts. Likewise, they don’t market the Ford Fiesta to middle aged soccer moms because they know… well, you get the idea.
It all comes back to knowing your customers. Mind you, companies like Ford and Coca Cola have plenty of money to put towards analytics and marketing budgets that show them how their customers break down as far as demographics go.
That’s how they know their customers.
If you’ve been around a bit, you’ve probably heard the expression “…like pulling teeth.”
If you’re a small business owner and you happen to lack the kind of resources a company like Ford, Coca Cola, Apple or Microsoft have on hand, chances are excellent that getting your customer data organized and digestible is a bit like pulling teeth.
Who has the time to spend trying to collate all the data?
Oh wait… this guy does.
You know Milton, squirrely guy, mumbles a lot.
Anyway, if you’re not Milton or one of the “big guys”, finding time and resources to make sense of your marketing data can be a pain.
Thankfully, we’ve reached the end of this blog post and thankfully there’s only one little sales pitch I’m going to throw at you, so hold your nose because here it comes:
We. Can. Help.
There, that wasn’t so bad was it? Are you really surprised that I’d mention we can help? Until next time, thanks for reading!