How often does a marketing campaign fail to meet its objectives because of a lack of uptake by the intended audience? And how often is that because of one of these factors:
1. Audiences aren’t clearly defined.
2. Audience needs aren’t clearly defined.
3. We’re trying to sell something to someone who doesn’t want it.
4. The budget and activity is too thinly spread across too many different audiences.
Who makes the decisions about the purchase of your products and services? What matters to them and how do they choose?
If you don’t know the answers to these questions, stop throwing money away on marketing and destroying its credibility in your boardroom until you find out.
And if there are too many audience groups to know where to start, begin with the one that is either being poorly served, you can really service better than everyone else or that is the most profitable.