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Most clients think they can appeal to a much wider audience than is wise. And many of them wrongly think they themselves are the ideal audience for their product or service. Which is why their briefs often have to be rewritten before we can start work.

I guess it is the same effect as the lop-sided relationship between a TV star and a fan. The fan has seen the face and persona of the celebrity so many times - they think they know them personally.

Opinion leaders are not always the target. Although if you talk about different channels for communication, then the channel itself has an 'opinion' and will thus lead the consumers of the channel.

One is always looking for cost efficiency ;-) What's the optimal audience we can reach effectively, with the budget we have to do it?

You can't be me, I'm taken

by Sven Triloqvist on Thu Feb 26th, 2009 at 12:53:42 PM EST
[ Parent ]
Very true. And very funny about the client always thinking that they are the equivalent of target market.

It breeds the opposite remark of people thinking that they aren't good at marketing, as well.

ET is a marketing piece which helps in closing the pitch to the tainted masses. Now, what's the pitch?

NATO, thanks, we wish you well. It is unprecedented in an organization such as you are, to go against the natural instinct of 'fighting the last war' and instead, do what you are doing, looking for the best way to prevent the next war from happening.

Our view is that you do this by developing low cost and light-weight hydroponic and cheese-making tools. Getting them into the hands of people will sprout a thousand projects to get the raw materials that make such things valuable. Write a good instruction manual, not one of those that needs a physicist to tell me what I don't understand to figure it out.

Thank you for this opportunity to help in your cause of a better future for us all.

Now go away.

Never underestimate their intelligence, always underestimate their knowledge.

Frank Delaney ~ Ireland

by siegestate (siegestate or beyondwarispeace.com) on Fri Feb 27th, 2009 at 07:08:27 AM EST
[ Parent ]
For me, the pitch is designed when I know the audience.

In ET's case, we are only slightly nearer a decision on that ;-)


You can't be me, I'm taken

by Sven Triloqvist on Fri Feb 27th, 2009 at 12:03:11 PM EST
[ Parent ]
You could design multiple pitches for multiple possible audiences...

Most economists teach a theoretical framework that has been shown to be fundamentally useless. -- James K. Galbraith
by Carrie (migeru at eurotrib dot com) on Fri Feb 27th, 2009 at 12:05:08 PM EST
[ Parent ]
It doesn't work in music ;-)

You can't be me, I'm taken
by Sven Triloqvist on Fri Feb 27th, 2009 at 01:36:01 PM EST
[ Parent ]
Perhaps, but not usually. Focus on one or two things that hit the message of who you are after is most usually the most successful. Watering that down loses everyone.

I remember a great lesson for me when I used to keep a radio going in the workplace. I had noticed an ad for the joke they had in it, but it took more than a few times before I realized that it was promoting something that I was actively searching for. Which is a whole different point on a major "everyone knows" in the business, that you have to keep repeating the message before anyone listens, before you get a result...that running with an a message once or twice is a waste of time.

The playout of this is that people who say they don't do marketing well are often people who think they have tried but who don't try often enough and get discourage when really they just need to find the things that allow a penetration of the message and keep working it.

Never underestimate their intelligence, always underestimate their knowledge.

Frank Delaney ~ Ireland

by siegestate (siegestate or beyondwarispeace.com) on Fri Feb 27th, 2009 at 01:53:55 PM EST
[ Parent ]

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