Have you heard about these? They're popping up around the country. I went to a local one on Tuesday. It was supposed to teach me how to use the new social media to do marketing for my business or product. It didn't. It seems all the presenters care about is how many Twitter followers they have. Yawn. I mean it doesn't matter. Most of the presenters never worked in any job with "Marketing" in the title. Now I'm not saying that in order to be a good marketer you have to have experience, but you do need to know the fundamentals. And the fundamentals are that you need to make sure that you are reaching the right person with the right message at the right time. And that you utilize all available marketing options that you have and don't limit yourself to one (just because it is cool.).
In other words if I am selling car insurance and I'm telling you how good the coverage is and how cheap the rates are and you don't drive - you're going to hit the delete key. (In the old days you would have hung up on me.) I would rather get my message across to the right person (a licensed driver who owns a car) at the right time (right before their premium expires), with the right message. (Save on your premium with my plan.) Right message, right person, right time.
How to do that is the challenge. Do you do it by getting 50,000 followers. Maybe, perhaps a couple of them meet the criteria. The rest of us will hit the delete key. More challenging is to hone your message and deliver it to the right person.
How do you do that? I don't always know, perhaps when I finish watching season 1 of Mad Men this summer I'll pass it along.
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