Marketing is Everywhere, but Narrow is Still Better

Taking a marketing class has one absolutely clear benefit for me: it helps me see the marketing in all aspects of business. One of the things that Netflix is known for is customer service (real live people on the phone!), and I think Staples is pulling out all the stops by preventing customer frustrations after the sale. Target offers umbrella bags, Beyond Wealth Management sponsored area Wild Kingdom events, and the Lime Gazelle underwrites WAMC and has a location at the Mid-Hudson Children's Museum.

Some of these activities are clearly promotional, others are philanthropic, and some are simply good business practices. What they have in common is the ability to make me think about these businesses in a positive way. They encourage me to tell people about my experiences. Marketing aims to leave an indelible impression on people, and different people can be reached in different ways. If you want my money, then you should consider supporting NPR or educational shows like Wild Kingdom - you'll never get my attention by advertising at a Yankees game.

Being more aware of what's influencing my buying decisions makes me appreciate all the more how valuable it is to clearly define one's target market. You have to know who wants your services if you want to get in front of people that are interested and ready to make a decision.

Today's confession? I haven't finished narrowing yet. I know that I make your business make sense to your customers, but I can do better than that.