Quite often when companies are under pressure to bring on new customers, there is a burst of energy driven into random acts of marketing. When I come across these situations, it always reminds of the The Three Stooges episode where they are hired as sales reps to sell a product called Brighto. The only thing that they know is that it “makes all bodies new”. When 2 of the stooges debate what the product is for, the smart one bops them, and advises them that it is for sale. So they run through the downtown streets, approaching random strangers, promoting and selling this miracle product. With no knowledge of what the product is for, how to use it properly, or who may benefit, they create those crazy comical situations that result, which do more harm than good.
Clearly this is not the kind of result that you expect from your marketing initiatives. And, although the Three Stooges’ situation is completely farcical, it happens all the time. Marketing may be an afterthought while things are going ok, and the company is busy enough catering to existing customers. But there comes a day suddenly when new customers are needed. And borne out of some notion that the company does indeed have a broad set of capabilities, the marketing net gets cast quite widely. Figuratively, it is much the same as that paper posting on the light pole at the street corner.
There are places where prospective customers expect to learn about new products and services, and there are places where they do not. Certainly there is a level of serendipity that can and does occur in bringing businesses together with new prospective customers. But, both the overall context and messaging play a vital role in actually being able to obtain attention and proceed further. If you do not understand the behavioral characteristics of your customer segment, you cannot market to them. You may not even be able to sell to them. So your starting point and progression needs to be mapped so that you get better at this, and the process yields improving results as you go along.
Those who are anxious to cast a wide marketing net will want to cite the favored phrase: “Half my marketing is working, I just don’t know which half.” I agree that there is certainly more than one touch point for your customer. But it still has to be a touch point that fits into a circle where the prospective customer is willing to give attention to your solution. Multiple communication channels will always be necessary. But, it is not the same thing as finding a situation where the prospective customer is captive, and then imposing marketing messages upon them.
What it comes down to is that in order for your marketing to be effective, it cannot be random. It must be targeted to a behavioral set that fits your customer persona. It is not a one-step process to figure out what really makes your customer tick. The effort must occur on an ongoing basis. You can start with assumptions and engage in marketing activities where both the goals are set, and the results are measured. And by seeking to understand, you will come across the marketing tactics that work for your offering.