Generation Y is the future. They are multi-tasking, technology savvy, disrupting rock stars who are going to rule the planet – just ask them, they’ll tell you. But as my generation is still doing most of the hiring and firing they might want to ease off the chest-thumping a bit until they’ve proven themselves.
Many marketers default to Facebook since it is the most popular social network. But unless all 1.5 billion Facebook users represent your target market, it isn’t necessarily your best option.
I was reading an article the other day discussing how to “elevate your game” to top your business competitors. Like so many others, the article overlooked the crucial point of focusing on your customers.
I always ask clients, “What’s in it for the customer?” Most of the time their response is focused on their particular product or service, how awesome it is, how it will disrupt the market, how it will make them a rockstar, (insert other trendy buzzword here) blah, blah, blah…
But it’s not about what you are selling or providing, it’s about serving the need the customer has – scratching their proverbial itch. And many times that itch isn’t a known or universal among your markets.
Recently, I watched a grassroots PR campaign by a very determined group of Charleston citizens absolutely crush a large, well-funded development company’s plans to build a behemoth community on the western side of the Charleston peninsula.
It was truly a David versus Goliath match-up. And Goliath got whupped. Hard.
A business may have an awesome product, but if no one is aware of its existence, how can they experience and pass along that goodness to other potential consumers? Good marketers can’t make a bad product experience good, but they can help communicate the value of that product to your consumers.
Having a marketing plan is crucial because as I’ve previously written, there are two ways businesses come into direct contact with their stakeholders – via their product or their communications about it. You can have the greatest product ever, but if your market doesn’t know about it, how will it sell?