1. Create a product with a broad appeal VS Create a product that addresses a very specific type of customer
2. Reach as large an audience as possible VS Target small/individual audiences
3. Create a recognizable brand name that can cross over into other product categories VS Allow your customers to “create” the brand
If you’re wondering why the old rules don’t apply any more, you can essentially blame the internet. The mass amount of media outlets has segregated audiences into smaller niche groups, with very defined characteristics and interests. Because of that, the messages now need to be customized to the customer in order to reach the individual. Needless to mention, the sheer amount of messages is overwhelming.
The key to today’s marketing is to reach the smaller audiences with a very specific message and to allow the customer to feel as if they have a stake in the brand.
For innovative marketing tactics, and all other full-service marketing needs, please visit Sagefrog Marketing Group at www.sagefrog.com or call 215-230-9024.
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