Imagine spending hundreds of millions of dollars and decades to get people to buy your subpar product and make it #1 in its category and then having a marketing “genius” destroy it because she was tone-deaf to your audience.
That’s what Alissa Heinerscheid, the former VP of marketing for Bud Light, did with the transgender TikTok star Dylan Mulvaney’s campaign.
Many companies, both large and small, forget that their number focus should be to make a profit for the shareholders.
Although not as egregiously stupid as what happened with Bud Light, most business owners miss the fundamental marketing and sales principle of “message-to-market match.”
To attract clients, you must have the right message and send it to the right market via the right media. Your sales will suffer if you are off on any of the three elements.
I consulted yesterday with a private client I’m working with to create a one-to-many sales presentation. I spent a lot of time digging deep into what the topic should be. I questioned their assumptions to ensure that their target market was keenly interested in the topic of the presentation (message). If the topic isn’t appealing, then it doesn’t matter how could the presentation or offer is.
Today I’m crafting a hot title for the presentation around our agreed topic. Of course, the title (message) must also grab the target market’s attention.
If you’re not getting the desired results from your sales and marketing messages, carefully look at the messages you’re sending to your target market.
Kick butt, make mucho DEEnero!
Dave “I’ll Take A Bass Ale” Dee
P.S. I’m considering creating a free Facebook group about getting great at one-to-many selling. Please reply to this email and let me know if that’s something you’d be interested in.