Power Direct Marketing: The Book
Target Marketing vs. Mass Marketing
Years ago Ed Mayer, the dean of education for the direct mail industry, devised a formula that went like this:
40% of the success of your direct response program was selecting the right list,
40% was making the best possible offer to this highly selected audience, and
20% of the success was the creative, the copy, and the art.
Today the concept is the same, only the numbers have changed. Dramatically! Today it looks like this:
Lets look at this, beginning with the mass marketing approach. With prime-time television, a general news magazine, a daily newspaper, or similar media the audience reach is broad. Thousands, hundreds of thousands, and even millions of people are reached with a "general" message.
To buy Pepsi, or a specific Kelloggs cereal. Maybe a more select product, a high-ticket item such as a Lincoln Continental automobile. A mass appeal might also be made for a personal computer from Apple.
At any given time the audience selection is poor at bestonly a very few of us are in the marketplace for any of these products. The audience reach is truly to the mass, playing the numbers game, hoping to get enough of the right people at the right time.
The offer is important in mass marketing. Price is one of the key advertising offers. Competition is keen for soft drinks, breakfast foods, automobiles, and for discretionary incomewhich could certainly apply to whether or not you decide to purchase a home computer. A good offer is made to get you to consider a particular product now.
And creative is obviously key to get the attention of those few from the masses who might be ready at this particular movement to make a buying decision. Which is why so much is invested in preparing outstanding "creative" print or outdoor or television commercials. To get our attention.
Target marketing is entirely different. Direct response allows you to identify your market, to reach it, and to talk "with it." Your message is aimed at a particular audience. The tighter you can be with your audience, the more likely youll turn up a winner.
Juergen Aumueller, President of American Express Travel Related Services, Germany, said:
The similarities between AmEx cardholders around the world far outweigh the differences. They display a vast range of tastes but are remarkably similar in all of the markets in which we operate. These insights led us to challenge the orthodox view that local is best.
We have repositioned our product, our communications, indeed our organization, within a global context . . . personal service reigns supreme, mandating the strategic use of a personalized medium such as direct mail.
Mr. Aumueller is targeting the AmEx market.
If your creative is outstanding but you direct it to the wrong audience, you will fail. If your offer is sound, solid, competitive, fitting to the marketplace but aimed at the wrong audience, you will fail.
Please, please, please do NOT send me anything about gardening. Yes, I live on a ranch, in an area surrounded by fields of lettuce, carrots, watermelons, and many other crops...and I still do not garden.
I will not mow my two acres of grass, trim the hedges or countless trees, rake the leaves, prune the roses, or weed or water or fertilize or any activity related to gardening. I dont do those things!
And, no matter your offer or the quality of your creative approach, I am still not a prospect for any product or service even remotely tied to gardening. I am clearly the wrong audience.
The creative process is very important. Carefully considering and then selecting the right offer is vital to the success of your direct response program. In fact, both these subjects are so important they each have their own point as part of The 8ight Point Market Action Plan (Offer is the next chapter, Creative follows.). But separately, and even collectively, they are not as important as selecting the right audience.
In target marketing, the audience is the key element, clearly number one in importance to the success of your total direct marketing program.
by ROCKINGHAM*JUTKINS*marketing, all rights reserved.