Ever watch wine experts explain why people drink the wine they buy? In my opinion this really shows where marketing misses the mark.
Oh, look at the legs on that! The bouquet is exquisite! I’ve never seen such clarity! The glass just makes this wine! If they only knew that most of their customers buy their wine for the catchy label or how it makes them feel, most are not oenophiles. For some the choice is simply, is it red or white.
My father-in-law made wine, good wine. It exceeded known limits for alcohol content, and you couldn’t see your fingers on the other side of the glass, but it was damn fine wine!
Sometimes we over-market and miss our target.
The shotgun approach is costly and in today’s world of social media, blogs, websites, etc., it can also be time consuming. Know your customer or client. Why are they buying your product? What is their gender, age? Where are they in the family cycle? What are their social habits? Market to the majority.
We have many choices to get out product to the market but, to be cost effective and productive, it has to reach your market.
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