'Shotgun'
Marketing vs. 'Sniper' Marketing:
Learn What Your Auntie Can
Teach You About Marketing
"The
Longest Distance Between Two Points is
a Short-Cut"
-
Chief Master Taejoon Lee, Hwa Rang Do®
From the Desk of:
Fernando Ceballos; Los Angeles, CA.
Dear
Bootcamper,
Let's
pretend you are planning for your upcoming
wedding. If you wanted to send an invitation
to your Auntie Anne for your wedding you
would have two options for delivery:
-
Look
up her address after verifying that
she is interested in attending your
wedding, then send her a self-addressed
stamped envelope with an invitation
to her.
-OR-
- Bust
open your bank account for $10,000 and
print out 10,000 copies of the same invitation,
hire a pilot to fly over the city your
aunt lives in and drop invitations all
over the city in hopes that she will get
at least one of the invitation.
Which
option would you choose? It's pretty obvious
right?
Well,
when it comes to business marketing, the majority of businesses and marketers have proven themselves to make very silly choices.
It Should Be A
'No Brainer', Right?
If
it was up to most company marketing departments,
they would choose Option 2.
Simply
put, most businesses use ineffective
"shotgun" marketing strategies because that is quite literally all they
know.
But
guess what? Like a shotgun, a scatter shot won't get you very far...
Most
bombard the public with poorly done ads
or commericals and pray for a response.
The
Woes of Traditional 'Shotgun' Marketing
Making
matters worse for businesses, today's
advancements in technology have literally
enabled people to put up an electric fence
around their lives:
- TIVO™ has eliminated commericals from our lives.
- Satellite
Radio (XM™ & Sirius™) is taking viewership away from terrestrial
radio.
- Newspapers
and Magazines are being replaced
by Online News Sites & Ezines. (Newspaper
subscriptions have plummeted by 30% in
the past year alone.)
- The
"Do Not Call" list has put the telemarketers at bay.
- Do They Even Care? - And
if advertisers do get through, you have
no idea as to whether the person you are
communicating with even cares about what
you've got.
Conclusion: Traditional marketing continues to become
less effective as it becomes more expensive.
And
this is something that has many business
owners running mad – from the lone
network marketer to the big business corporations.
There’s
a leak in your profits and you can’t
shut it off.
And
you've probably noticed.
There
is a solution however...
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