WHEN TO CAST A NET AND WHEN TO PUT A LINE IN THE WATER.
Most marketers are like industrial fishermen: find the place with the most fish, cast out a big net and reel in all the unsuspecting fishes.
But like our overfished oceans, as more nets are cast, unwitting prey become more adept at avoiding taking a bite on the same lazy techniques.
If your marketing person wants to run massive discounts for first-time customers, it’s going to be the same as casting out that massive net… Except humans, unlike fish, remember when they’ve been caught before.
It may be good to cast a net, or rather, chum the water, to attract the fish you would like to pull in. But when it comes to securing return clients, cast out your line and gently provide your audience with nibbles of information, excitement and value that they crave.
In turn, marketing is not like fishing ,but about taming the wild beast of an audience whose respect you are trying to gain. You have to show why they should trust you in order to build a connection that goes beyond caughtchas or gotchas. For me, it was best described in The Little Prince.
Another relevant example would be the episode of Hey Arnold where instead of catching Big Caesar, man and fish develop a mutual respect.
“But, how, Molly?!”
Take your time. Figure out exactly who your customer is. I can brainstorm a campaign and build very specific ad groups much more easily when you tell me, I want to reach 29-year old women who commute to work but are still interested in fashion, than if you tell me, "well I think everyone could buy this product!"
They could, but they won’t unless you’re the Johnson & Johnson heir or a secret Kardashian (and even I, an ardent Kimye fan, has never spent a cent on Kardashian-branded products).
How do you figure it out? Look at the data. Who is already on your site and pages? Who is actually spending money on your product?
Build them up first, tame the beast, then leverage their influence and recast the net around you. You’ll be surprised what comes back.