A company that sells farming equipment shouldn’t be advertising in Times Square. One of the principle rules of marketing is that you cannot be all things to all people. While you may want your product or service to appeal to as wide a potential audience as possible, at some point you’ve overreached and are trying to connect with consumers that have little to no interest in your brand. While a billboard in Times Square may be seen by millions of people, what percentage of them are actually the right people? The farm equipment company would be much better off investing their advertising dollars in a print ad in a farming tradeshow publication which is bound to reach the right kind of customers, even if it is a smaller audience. When it comes to marketing and making sure your message is being seen/heard by the right people, relevancy is key!
Why is relevancy so important for partnership marketing? Read the rest of this entry »