Archive for March, 2011

No One Wants to be Part of a Blob.
March 18, 2011

When you woke up this morning, what if you went through your day only seen as a part of one massive identity?  What if no one addressed you directly or conversed with you, but instead shouted at you as you stood with a group of people, feeding the group information you yourself did not care about?

Wouldn’t you rather have conversations with people who know you personally, appreciate your opinion and know how best to communicate with you?

Traditionally, marketing and public relations has sent out communication as if to a nameless, faceless audience: “everyone.”

But the audience, or rather, the individuals who make up the “everyone” audience, don’t want to be treated as “everyone.” Whether news editors, publishers or industry leaders, no one really wants to be seen as a part of some definition-less blob.

They want to be seen as individuals. They want their likes  noticed, their skills appreciated, their pet peeves paid attention to. “Everyone” wants to become “someone,” and someone important not just because you can market your brand to them, but because they are individuals in their own right, worthy of being acknowledged.

Enter the importance of what is becoming popularly recognized as “niche” marketing, or, treating prospective clients and consumers as people, not one mass audience.

Some companies mistakenly interpret narrowing target audiences to mean selecting one specific group to expend all marketing efforts on. Others erroneously assume that they need to utilize one technique or vehicle to reach a smaller, personalized target market.

Neither is true.

Narrowing your target market is a matter of intimately knowing who your business most relates to, why your brand could be important to them (what you can do for them, essentially) and how they prefer to be communicated with. This likely involves several individual target markets, each with a different mode of communication that they respond best to.

Rather than being shouted at with information generically presented, focusing on target markets creates conversational communication emphasizing not why the brand is important to the company, but how the brand intersects with the interests of each target audience.

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