Expert Target Marketing Pros Don’t Wear Their Own Shoes

When considering a new product for development, a pricing strategy, which social media platforms to attack or avoid, whether campaign messaging might be inflammatory, or any other marketing issue, it’s easy for anyone to react and offer opinions based on his or her own perspective and life experience. “I’d be offended, better not.” Or, “That seems too expensive to me.”

But experienced marketing professionals know better.

Skilled, experienced marketing professionals know how to step into the shoes of their target audience to offer insights, guidance, and recommendations based on the perspective and life experience of the people expected to buy the product or service. And we figuratively wear and walk for miles in their shoes to be sure the insights, guidance, and recommendations are sound, accurate, and ready to deliver ROI.

It doesn’t matter that I’m personally impressed with the Kylie Cosmetics packaging – I’m not the target audience. As a marketing pro, I need to figure out if my daughter and others in the target audience care about the packaging, and, if so, how much do they care?

Similarly, I’m not a chemical plant manager responsible for the lives of 50 engineers but as a marketing pro, I need to put on the Honeywell safety boots and consider the nagging, non-stop stress that a catastrophic accident could take the life of an employee (or lives…) at almost any time. People in these positions place a premium on the peace of mind that comes with investing in the machinery, equipment, and outside services that address avoiding the worst case scenario.

Lastly, I would not place the same value on PVC boots as a food processing plant manager would so there’s no point in considering my own perspective on whether the pricing is too high or too low. The price I expect to pay for hiking boots, ski boots, or even rain boots is not relevant when considering an industrial sale driven primarily by safety and regulations. How much does the plant manager expect to pay – and how much is he or she ultimately willing to pay?

When making marketing decisions, one’s personal opinion needs to be removed from the process in favor of factual knowledge and data
about the target audience. Removing one’s own shoes is the first step.

For guidance on how to reach your target audience with impact and cost-efficiency, email paul@eprmarketing.com.

See effective target marketing example in advertising here.

 

 

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Paul Entin’s Marketing In Real Life explores every facet of marketing from advertising, PR and lead generation to content marketing, direct response and the latest in marketing automation – and more. Paul Entin’s Marketing In Real Life provides real-life insight into the relationship among sales, marketing, and customer service – and the customer – plus quick commentary from epr founder, Paul Entin.

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