There is a lot of talk of segmentation in today’s online media market. Of course you want to make sure that the people who are getting your message are qualified to buy at some point in time. However, there is serious danger to being overly tactical, both from a business and psychological perspective.
A question that all marketers and business people should be constantly asking themselves is: How much do I believe in my product? Of course, everyone will SAY they believe in it greatly! However, actions speak much louder than words. This is particularly evident when making decisions based on segmenting and targeting.
In my experience, the first sign that a marketer does not believe in his or her product is a desire to hide the product from the world. The most successful brand in the world does not hide themselves from anyone. In fact, Coca Cola has been criticized for advertising too much! Coke doesn’t believe that it does anything wrong in telling people in distant lands that “Coke is it”!
Even with a local restaurant, you should be thinking about all the reasons people from foreign lands will want to know more about you and even travel to your country to eat at your establishment. This has a lot to do with attitude and with your own standards. Do you believe that your restaurant is worth traveling for? Do you believe that your product is something that should be given as a gift, even it it’s not Christmas? If not, maybe your marketing strategy isn’t the problem.