This is a short tale about a man who first annoyed me, then made me apologize to a bunch of people, then taught me a pretty good marketing lesson I thought I'd pass on.
The insistent/persistent vendor...
Years ago, I was in charge of setting up lunch & learns for my firm. Usually, I'd send out a blanket email inviting all to join. And that's just what I did this time...
A vendor had reached out and asked if he could bring in lunch and talk about how he could help our healthcare clients. So we agreed on a date, I sent out the invite to all 100+ architects and engineers in the office, saying the first 25 respondents could join us.
I had my 25 people in pretty short order, so that was set up. I let the vendor know we were all set, so he could order the lunches.
Then the vendor called me up and asked who would be there. I told him it would be a mix of engineers, architects and interior designers in our office. Whoever responded first...
He interrupted, "No. That's the wrong audience for me.
"You need to get me the project managers and principals in the room. I need to speak with the men & women who are meeting every day with the CEOs and administrators of hospitals."
This wasn't what he asked for the first time, but I listened and learned why.
"I'm a developer who finances hospitals to help them expand and grow their facilities. Your draftsmen and engineers will be bored to tears listening to me, and I'll have wasted everybody's time."
That made sense to me. I should have asked a few more questions about his intended target audience in our first chat.
So, I reluctantly sent an email to cancel the lunch to the 25 initial respondents.
Then I sent a new invite to a tailored, targeted list of principals and PMs. And included a more descriptive explanation of what it was and why they should come.
It was a successful presentation for the vendor, as well as for the firm.
A lesson in target marketing...
That was my introduction to the importance of knowing your audience and targeting your message to their needs.
So how about you? Are you researching your audience(s)? Are you making sure you've got the right people in the room before you show up?
Do you know who's reading your emails and other outbound marketing?
What about your website? Are you surveying visitors or customers to see what they're looking for? How can you do better?
That's your action step for today.
Take a hard look at who it is you're marketing to. And whether you need to expand or focus that audience. Are you sending the right messages?
And, as always, if you need help from someone who's been there and can help you deep dive into your marketing with fresh eyes...
Reach out today. Send me a note on the Contact Form and we can set up a short chat to see if we'd be a good fit...
That's all for now.
Make it a great marketing day!