The Gift of Giving
In the book, My Personal MBA, Josh Kaufman gave a great example of direct marketing. He started off by saying that any advertisements that you see that don’t relate to you are automatically discarded So companies spend millions of dollars hitting the right target in order to get a return on their advertising dollars. When parents are first expecting, they start noticing the baby ads- formula, diapers, cribs, strollers. Baby product companies like Proctor and Gamble, Kimberly-Clarke and Johnson and Johnson have found a way to hit target marketing on the nose. They send to the new parents home a complimentary ‘care package’ with samples of diapers, diaper rash ointment , formula and other newborn necessities so they are prepared as soon as they get home from the hospital. ‘If you can get a prospective customer’s attention as soon as they become interested in what you’re offering you become the standard by which competing offers are valued. That’s a remarkably powerful pisition that increase likelihood the prospect will ultimately purchase from you.’ So figure out a way to go directly to the customer as opposed to advertising to the masses in the hopes your target market will connect.
For more information: http://book.personalmba.com/point-of-market-entry