As an advertiser you must have a focus group or a set of people whose attention you want to grab when they see your product. After reading You Can't Change Everything or Everyone, But You Can Change The People Who Matter, Seth Godin has made clear what I've been wanting to tell a friend in the music business, but have been unable to.
The dream of some or even many is to reach the masses. That is everyone. But those days are long over in the business of advertising and I'm sure many other businesses as well. Who marketers and advertisers focus on is the set of people that hold a specific trait, character, personality and/or need; they find their target market. It may seem like a limitation, but once you've got your focus group (or target market), you can go ahead and start building the product, fix it up, sell it and promote it.
Without studying and researching who the product is for, what is there to work with? What will guide your actions and decisions in regards to the product? It's like a business not having a mission statement, an athlete without a goal, or a dreamer without a vision.
First things first, find your target and your focus.
And move with that.
Mountain Dew (the soft drink), for example, targets mostly males, between the ages of 18 and possibly 35, who live in urban/suburban neighborhoods. To take this a step further, males who have a heavy interest in sports, skateboarding, snowboarding and music.
Reference:
PepsiCo Aims To Bring Urban Cool to Mountain Dew Image
The dream of some or even many is to reach the masses. That is everyone. But those days are long over in the business of advertising and I'm sure many other businesses as well. Who marketers and advertisers focus on is the set of people that hold a specific trait, character, personality and/or need; they find their target market. It may seem like a limitation, but once you've got your focus group (or target market), you can go ahead and start building the product, fix it up, sell it and promote it.
Without studying and researching who the product is for, what is there to work with? What will guide your actions and decisions in regards to the product? It's like a business not having a mission statement, an athlete without a goal, or a dreamer without a vision.
First things first, find your target and your focus.
And move with that.
Mountain Dew (the soft drink), for example, targets mostly males, between the ages of 18 and possibly 35, who live in urban/suburban neighborhoods. To take this a step further, males who have a heavy interest in sports, skateboarding, snowboarding and music.
Reference:
PepsiCo Aims To Bring Urban Cool to Mountain Dew Image
