I too thought shotgun marketing was a waste of time and an annoyance. The idea of reaching as many people as possible is ridiculous. The entire force of our economy right now is aimed at rifle marketing, targeted, niche, focused, small…
Everything is getting specialized, individualized and compartmentalized for like groups of people, tribes.
The rifle approach is extremely rewarding. Why bother trying to sell horror stories to those who hate them or would rather read a romantic novel. If you’re going to sell a horror story, you have the resources to find the perfect people to target – horror story readers.
We’ve shot ourselves in the foot if we really buy into all of this, though.
I have nothing to critique when it comes to rifle marketing – that’s spot on. However, the flood of criticism that shotgun marketing receives is uncalled for. Shotgun marketing isn’t used as a spray and pray approach. There’s mythological thinking behind the aim and the scope.
The other day I and a couple of others pitched to a small board an idea of creating an online resource the covers activities for kids in Madison. Our target audience? Parents with kids and nannies. Quite simple and forward, but the board responded with a reminder not to limit ourselves. There are many mentorship programs like Big Brothers Big Sisters that parents could enroll their kid(s) in and that nannies can volunteer with. Originally, this market was not in our strategy memo.
What are the two words that explain this decision? Shotgun marketing.
And if you didn’t know, shotguns have different chokes and barrel sizes. You still have to aim them. And as far as I can remember, I’ve never seen or read about anyone killing five birds with one shot. Shotgun marketing is a challenging strategy because of the stigma, but equally as rewarding as a rifle.
Stay Positive & Pew Pew Pew
Garth E. Beyer
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