Missing the boatâ...on purpose

bwagy

Ben Young, serial entrepreneur, speaker, author and founder of bwagy shares daily ideas on his blog in small digestible bites, aimed to make you rethink business, marketing and the world around you. check out http://blog.bwagy.com

If you have target market X surely you should talk directly to them?

In all likelihood - yes.

However there is ALWAYS room to target the second tier.

Who influences this market? Who else do they interact with? Whose opinion do they pay attention to?

The best example of this is the most effective campaign in getting women in for cancer screening. Conversations were held with hairdressers whom were to then relay they conversations with their clients. By targeting this second tier they were able to reach their target audience in an effective manner.

The key here is to miss the same boat that your competition are taking ON PURPOSE!

Great engagement model when you do not have the capability to do so directly.

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  • Chris says
    So Ben, you are saying it can be a good idea to not use the same channel to reach your target market as, as your competitors do?
    Better to find a new route to the second tiers of buyers through a more unconventional pathway?
    Be interesting to read of more suggestions of what those might be. Hairdressers is a good one but not for all things, and how does one get to all the hairdressers and get them to support your product anyway?
    Reply

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