Tag Archives: mass marketing

Direct VS Mass Marketing

13 Oct

I have a new product coming out for Nosey Parker.  It’s fabulous, however, I  have to decide to Mass Market or Direct Market.  The decision is difficult because I can see all different types of women enjoying the product, however, typically Nosey Parker is geared towards a higher income demographic of shopper.

Seth Godin says ‘A mass marketer needs to reach the masses, and to do it in many ways, simultaneously. The mass marketer needs retail outlets and fliers and a website and public relations and tv ads and more more more and then… bam… critical mass is reached and success occurs.  The direct marketer, on the other hand, must get it right in the small. That pitch letter can be tested on 100 houses and if it gets a 2% response rate, then it can be mailed to 100,000 houses with confidence.  The mass marketer is betting on thousands of tiny cues, little clues, and unrecorded (but vital) conversations. The direct marketer is measuring conversion rates from the first day.  Get it right for ten people before you rush around scaling up to a thousand. It’s far less romantic than spending money at the start, but it’s the reliable, proven way to get to scale if you care enough to do the work.”

You would think that would help with my decision.  The issue is that his opinion is great when you are trying to get business.  I’m not.  I am relaying information for clients.  So, I am helping them get business.  Do I want to create a stir with everyone or do I only want to hit those who would shop with my clients?  I won’t create buzz as fast if I don’t mass market.  However, creating ROI for my client should be of utmost importance. I think I answered my question. 🙂

 

Laser-focus Always Beats Mass Marketing

5 Jul

Of course I would say this because I don’t mass market and believe it’s like playing darts.  However, let’s break it down and see why I believe niche marketing or “laser-focus” beats mass marketing.

1)  The growing relationship between technology and people.   It is required now to create innovative customer relationship building such as social media consumption.  Technology has changed how people shop, how people buy and how they’re influenced in their buying decisions.

2) What is the driving force?  The power of online marketing has been global for a while, but after all the hype, local can capitalize with mobile marketing and social media.  The key is find where your market is at and go there.  Once you make your presence known, you will be able to extend beyond your initial effort with loyalty incentives and buy in from your fans and followers. It takes time but your margins will be so much higher than traditional mechanisms.

3) What is attraction marketing?  Basically blogging and social media. Blogs should be more personal and not quite as professional as a website or business announcements.  Once you attract a following, convert those valuable and loyal fans to consumers of your service or product.  Why is this necessary? Because there is soooooooooooo much to choose from. It’s that simple. There are tons of companies that do what you do more than likely, so what sets you apart?

4) Imitation is NOT the sincerest form of flattery.  It is the sincerest form of ignorance.  Faking it til you make it using the new social technologies will not bring you success.  This time last year, I know of so many business owners who jumped on twitter and facebook.  Go look at their accounts now and they haven’t posted in 6 months or post once a week on their facebook, claim it doesn’t work and they get no response.  Ok.  It’s hard to even blink on that one, but the answer is this: you are not creating a relationship with anyone you are just advertising.   Really there is no understanding of  the tool and how to use it for their particular business.

5) How are you found? If you are a dentist, how do you advertise?  Typically a dentist advertises in magazines and small local newspapers.  How do you add the technology piece and more specifically social media?  They could do pay per click and facebook advertising but the key is the current client base.  Have them “like” you on Facebook and reward them for it.  Giveaways such as products, fun family days like baseball tickets are great as well. Also, make How-to videos and informational videos to post on the website and social media.  Having your current customers send fans your way is the best!

6) Speak their language. Don’t go in as an outsider trying to get in. Learn what is unique about the buyer or client and jump in on their wave length.  If you want to introduce something new to a “set in their ways” group, start where they are first and extend the conversation.  Don’t throw it in their face.  I learned this lesson quickly when I launched my Nosey Parker business in Spokane Wa.  Before launching, I had always worked with corporations, not small businesses.  I “assumed” the small business was up to date on technology, social media and niche marketing.  I was soooooo wrong to the tune of 3-5 years behind.  The other assumption I made was that owners of businesses were business people.  Many of the businesses I reach out to are more hobbyish than serious business people.  I had to change the conversation and the level of assumed understanding.  Education was the new theme.  In my OKC market, the opposite was true.  All the stores were jumping on the social media bandwagon and because the city is bigger with more competition, more stores were willing to niche market instead of traditional mass marketing to get ahead of their competitor.

Any comments? Tips, Advice? Please enlighten me.