Selling lawn mowers to high-rise flat owners …
It’s best to check first.
Who you are sending promotional material to, I mean. And, more importantly, what you are trying to sell to them.
Marketeers are always blathering on about how important it is to segment our lists.
And I guess we all sort of know what they mean but nothing makes the point more emphatically than when a real-live example hits you over the head and makes you sit up and take notice.
The point was made perfectly when a software company in London recently started targeting one of our online businesses with an offer for a booking system.
This particular platform of ours doesn’t have one simply because it doesn’t need one. Never has and never will.
I didn’t have time to reply at the time and quickly forgot about it.
But these guys weren’t for giving up.
Week after week their hectoring tone has been growing ever more shrill and now we’re almost at the point they’re going to tell me that I’m a complete and utter moron for not taking them up on their offer. Because theirs is the best on the market, see!
Given the tone of their last missive, I don’t think I’m too far off the mark.
But if you’re trying to make a living by selling lawnmowers to people who live in high-rise flats then putting food on the table is going to be an uphill task.
The moral in the story?
Having the tiniest idea of the products your customers are likely to buy might save a whole load of promotional budget misspend further down the line.
Food for thought, perhaps, this week?
But for now, …