http://www.mpdailyfix.com/catch-more-fish-with-the-right-lure-in-the-right-waters/ Opinions. Commentary. News. Sat, 20 Mar 2010 15:02:07 +0000 http://wordpress.org/?v=2.9.1 hourly 1 http://www.mpdailyfix.com/catch-more-fish-with-the-right-lure-in-the-right-waters/comment-page-1/#comment-43150 Mike P Fri, 13 Nov 2009 16:52:32 +0000 http://www.mpdailyfix.com/catch-more-fish-with-the-right-lure-in-the-right-waters/#comment-43150 Really like the closing statement. Fish where the fish are is such an overused term. Really like the closing statement. Fish where the fish are is such an overused term.

]]> http://www.mpdailyfix.com/catch-more-fish-with-the-right-lure-in-the-right-waters/comment-page-1/#comment-43149 Elaine Fogel Tue, 10 Nov 2009 16:40:50 +0000 http://www.mpdailyfix.com/catch-more-fish-with-the-right-lure-in-the-right-waters/#comment-43149 Paul, I know it's true. Sad, isn't it? Tessa, you are so right. Do you think it's because of pressure from the top? Paul, I know it’s true. Sad, isn’t it?
Tessa, you are so right. Do you think it’s because of pressure from the top?

]]> http://www.mpdailyfix.com/catch-more-fish-with-the-right-lure-in-the-right-waters/comment-page-1/#comment-43148 Tessa Carroll Tue, 10 Nov 2009 13:01:06 +0000 http://www.mpdailyfix.com/catch-more-fish-with-the-right-lure-in-the-right-waters/#comment-43148 We all learned in school that intense research is the key to a successful marketing campaign. I often wonder why it's still so elusive in our industry. In order successfully market, you have to know the people you're talking to inside and out. There are no two ways around it. Thanks for the analogy, Paul! Tessa Carroll www.blogs.vbpoutsourcing.com We all learned in school that intense research is the key to a successful marketing campaign. I often wonder why it’s still so elusive in our industry. In order successfully market, you have to know the people you’re talking to inside and out. There are no two ways around it. Thanks for the analogy, Paul!
Tessa Carroll
http://www.blogs.vbpoutsourcing.com

]]> http://www.mpdailyfix.com/catch-more-fish-with-the-right-lure-in-the-right-waters/comment-page-1/#comment-43147 Paul (from Idea Sandbox) Fri, 06 Nov 2009 16:32:04 +0000 http://www.mpdailyfix.com/catch-more-fish-with-the-right-lure-in-the-right-waters/#comment-43147 No, Elaine... it is true. It is basic stuff... but quickly forgotten. We get hung up on a killer tactic and then find a way to make it fit a strategy (vs. the other way around). Or, you had a great result with that magazine ad... and so you blow all your budget on more ads. I've borrowed a tactic used by novel writers... I work with clients to create character profiles of their customers. Novel writers will create extensive character profiles, biographies. This gives them a snapshot and backstory of how a character in the story behaves and reacts. Using research, what you know about customers, and their behaviors you can build similar profiles. (You can make some assumptions - but the more facts the better). When I worked at Starbucks in NYC, there was a pitch by our agency to do billboard and morning radio ads - just like the rest of the U.S. was doing. But in NYC, people aren't driving listening to the radio for their morning commute - they're taking the subway and using their iPods. We opted for transit (bus, train, subway) ads instead of radio. So the NYC Starbucks character/customer is much different than the one in St. Louis. Thanks - as always - for your comments, Elaine! No, Elaine… it is true.
It is basic stuff… but quickly forgotten.
We get hung up on a killer tactic and then find a way to make it fit a strategy (vs. the other way around).
Or, you had a great result with that magazine ad… and so you blow all your budget on more ads.
I’ve borrowed a tactic used by novel writers… I work with clients to create character profiles of their customers. Novel writers will create extensive character profiles, biographies. This gives them a snapshot and backstory of how a character in the story behaves and reacts.
Using research, what you know about customers, and their behaviors you can build similar profiles. (You can make some assumptions – but the more facts the better).
When I worked at Starbucks in NYC, there was a pitch by our agency to do billboard and morning radio ads – just like the rest of the U.S. was doing. But in NYC, people aren’t driving listening to the radio for their morning commute – they’re taking the subway and using their iPods. We opted for transit (bus, train, subway) ads instead of radio.
So the NYC Starbucks character/customer is much different than the one in St. Louis.
Thanks – as always – for your comments, Elaine!

]]> http://www.mpdailyfix.com/catch-more-fish-with-the-right-lure-in-the-right-waters/comment-page-1/#comment-43146 Elaine Fogel Fri, 06 Nov 2009 16:14:11 +0000 http://www.mpdailyfix.com/catch-more-fish-with-the-right-lure-in-the-right-waters/#comment-43146 Good analogy, Paul. I wonder why more small and medium-sized companies and nonprofits aren't using this approach. "What am I saying?," she says as she slaps her forehead. "That's why I'm in in business!" :) Good analogy, Paul. I wonder why more small and medium-sized companies and nonprofits aren’t using this approach.
“What am I saying?,” she says as she slaps her forehead. “That’s why I’m in in business!”

]]> http://www.mpdailyfix.com/catch-more-fish-with-the-right-lure-in-the-right-waters/comment-page-1/#comment-43145 Paul (from Idea Sandbox) Fri, 06 Nov 2009 14:45:06 +0000 http://www.mpdailyfix.com/catch-more-fish-with-the-right-lure-in-the-right-waters/#comment-43145 Next week I'll get more specific regarding: who, what, where, when, how and why. Paul Next week I’ll get more specific regarding: who, what, where, when, how and why.
Paul

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