The What, Why, Who Method For Attracting Customers
Before I continue I would like to apologize to all the good and very affective media salespeople who are in the marketplace today. The people I refer to in this article are giving your industry a bad name. Question; to all business owner's has a media salesperson ever told you that their demographic fit's perfectly with your customer base? in many cases without even asking who your customer base is!
The reason for this is not entirely their fault as they have been told that if your customers read their paper, listen to their radio station, read their magazine or whatever media they sell then it makes sense that if you advertise in this media you will generate sales!! WRONG! Is their anyone reading this article who has advertised in a publication which they know their target audience read but not generated any leads from the advertising?, I'm sure their are countless. The reason for this is that the media (where) is only one part of the equation and if you don't fit all three pieces of WHO,WHAT and WHERE together all marketing is a waste of time and more importantly money! Let's look at each one these in turn;
- Who (Your perfect customer, you need to understand who buys your product. their age, Martial status, what they read, what they drive etc. etc. if you don't know this find a buyer for your business and move into a business where you know what the perfect customer looks and acts like)
- What (What are you going to say to me about your product/service that makes me stop what I am doing and pick up the phone, and ask for more information or even better where to send the cheque)
- Where (what publications do these people read, what radio stations do they listen to, what website do they frequent, you need to know because you are trying to reach them)
So the perfect marketing and sales plan will combine all three, the best WHAT to the correct WHO to the best WHERE. I will give a simple example of this concept, I have a Springer Spaniel dog who drives the whole family nuts by continually spending his leisure time rolling in fox's mess!! as you can imagine the smell after that activity is gross and we have to continually bathe him. Well if a company produced a product which stopped him for this activity then I would buy it, but it is never that simple if your in business. A successful plan would work like this;
- Find out my details, age, married, car I drive, places I eat etc. the more you know about your ideal customer the better (WHO)
- Find out what media I would use, newspaper, magazine, radio, internet sites etc. (Where)
- Design a message that will get my attention; 'Stop your Springer Spaniel rolling in Fox's mess! The new method your dog doesn't want you to know, guaranteed results' Call 0800 11111 (What)
Now that advertisement will get my attention, but it would be a waste of money if no Springer Spaniel owners used the media you selected. The correct WHO to the correct WHERE using a great WHAT, this is a winning combination, your only problem as a business owner will be the size of the wheelbarrow for all the cash!!!
So remember if you don't want to waste your precious prospecting and marketing money use this formula every time.
Allen Robertson BA, MBA is a freelance marketing and personal development coach, he has worked in numerous industries over the last twenty years including leisure, consultancy and telecomms. His last project was with one of the FTSE 100 companies based in the UK. He cannot take calls due to his busy schedule but is happy to answer any marketing or staff development questions by email, please allow 7 days for an answer due to work schedule. allen.robertson64@ntlworld.com
Source: http://ezinearticles.com/
Added: June 28, 2008
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