HOW MARKETING MISSES THE MARK

Many public relations campaigns struggle because they make the “relations” secondary to their marketing materials (aka “bullets”). Neglecting how, when, and even whether bullets reach their target does not foster the relations required for any business and organization to succeed.

Focusing on marketing materials more than how effectively their message matches the audience causes campaigns to be scattered, inwardly aimed, and driven by speculation.  Sure, bullets are important, but making them primary leads to loss because audiences run when they get shot at – especially with hollow points they sense faster than we can get a business card in front them.

Every business that’s still in business knows that third-party referrals generate bigger returns than any tangible marketing tool.  People trust those who have common interests.  A common interest does not have to create harmony or absolute unanimity, but no relationship exists without one because it fuels the ascension from awareness, to acquaintance, and finally into relations.

Same thing with an audience.  Trying to convince an audience by talking about our interests, products, or services will definitely make it aware of us, but more determined to ignore the message and forget the encounter.  It'll run away and leave our brochure and business card at the door.

Giving precedence to the audience enables us to learn about and attract it more effectively than the materials we match to our own perceptions. Therefore, by first determining the interests we share with those we want to convince, we develop stronger relationships rather than dire dependence on materials that most people consider propaganda.

Our own marketing materials might impress us, but we don't create them to convince ourselves.

Every business has a message, but the only time that matters is when it attracts an audience and the only time it's effective is when it makes the impression we desired.  Forgetting that causes many campaigns to miss the mark.

Focus on the audience before throwing anything at it.

*Published by Fargo-Moorhead Chamber of Commerce