Hitting the Marketing Sweet Spot
Lately I’ve been reading a whole lot of Katya’s Non-Profit blog, she has some very good reads that I’m sure will be of more than one’s interest. But today the post was different. I was included in it. Some days ago I commented on one of her posts and she decided to use some of my words in her latest installment. But that’s not what’s important, what IS important is what she’s blogging (starting today and for one whole week) on.
Let’s see.
In a quick sum-up, she’s writing on the importance of creating meaningful and honest relationships between companies (…brands) and the consumers. However, as most of us know this ain’t an easy task to do. She gives us what I would call a nice and simple formula to get to the sweet spot and be able to achieve just that, build profitable (…and I don’t speak in financial terms…) relationships.
Here they are:
-What your organization focuses upon (which is hopefully what you’re good at)
-What you do better than anyone else (what is completely unique about you)
-What your audience cares about
Like she says, the third one is very important and usually the least achieved. This is where marketers and managers should be focusing their attention and resources on.
In my own words, for a marketing strategy or tactic to work it must be contextually relevant for the target audience and/or consumers. If what you’re offering isn’t relevant and ‘larger than life’ for them, they won’t pay attention to it. And if your plan is to move them to take some kind of action, then…you gotta start getting their attention.
Thanks Katya for discussing these interesting issues. I’ll make sure to check the blog this week for your “Sticky Week” series.
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POSTED IN: advertising, consumer, relevancy
1 opinion for Hitting the Marketing Sweet Spot
Katya Andresen
Mar 12, 2007 at 3:30 pm
Thanks for this! I loved your comments (which is why I quoted you). As a branding expert, your thoughts are especially needed for nonprofits. We have so many constituencies, it’s hard to know how to tailor messages without losing a unified brand.
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