PMG International Hawaii - Who's Your Customer?
Hawaii Marketing Company PMG International talks about not wasting time trying to affect those who don't want your product instead, getting ready for those who do.
Step 1: Who's your customer?
Hey, how are you doing, this is Jeeves here from PMG International advanced media marketing techniques. Alright, let's talk about defining the customer you want to affect with your product or services. I know right now everybody is really excited about the internet, and everybody is thinking about the world, we want to affect the world, but where I find a lot of the success really, truly comes from is inside-out marketing and of course tapping into permission and viral marketing, but you can't even start doing that until you define the people you want to come and visit you based on the products or services or education you provide.
Step 2: Know outside basic demographics.
I think that's not necessarily tremendously overlooked, but I don't think a lot of people put a lot of time into really diagnosing that, and it's very important. It's part of putting together your marketing plan, and once you realize that, you know, outside of the basic demographic people always talk about, is it the pop demographic, is it the art demographic, is it the whatever, even within that demographic there are so many different slices of life to affect, it's still, if you're thinking that, well I'm going to do a campaign across the board like this, you're still probably missing a very huge percentage of the people that are going to want your services.
Step 3: Diagnosing your company.
That's another thing; in diagnosing your company, the direction, it's to go by affecting the consumers that you want, you also want to be sure that you're not wasting a lot of time and energy in the thought process of frequency and interruption marketing as much as it is making yourself available to the people who are looking for you. A lot of people think that because the internet is so big that, you know, we can activate this huge advertising campaign, based on a global sector, but that doesn't mean that people that are out there are looking for your services, because that's what people do now, they go on the internet and they look for services and that's what this new environment is based on. No longer are they sitting in front of a TV, radio, and stuff just getting pounded by frequency and interuption marketing, I mean they're still doing that, but the new movement is: I am looking for something, and I am going to type into the search engine "pineapple shaped coffee cups". You want to make yourself available to that person, you know, specific keywords and all that other kinds of tricks, but you have to do that diagnosis.
Step 4: Have a marketing plan.
Don't get caught up in just saying I've got to throw all this out there, because it doesn't work. I just got through working with a client that spent $8,000 on Myspace. Myspace is a very effective way to do your advertising, but not without a marketing plan, and he thought that if he just did this, that just through attrition the fact that it would get 2 million impressions, that it's got to activate at least a ten percent margin, which, if you know anything about marketing and advertisement, is ten percent of ten percent that reacts, that actually buys your product, and he was horribly disappointed. Like, .2 percent of a return on his investment, based on that kind of a campaign. And that's because he did not actively look for the demographic in which people would be looking for that product.
Step 5: Thanks for watching.
You see what I'm saying, so as you go forward with devising your marketing, and obviously your advertisement, make sure you are going for the people that are looking for you, that's the most important thing. Go for the people that are looking for you and your services, that's where you're going to see a huge effect on your business, as far as your income and a tremendous effect on viral marketing, so check out the viral marketing video and I'll explain a little more about that, though it's obvious, it's pretty detailed. So, that's my story and I'm sticking to it. Make sure you're going for the people that are looking for you. Alright, this is Jeeves here with PMG International advanced media marketing tips. See ya.
