Smart Thinking … A Different Perspective
By Leslie R. Wolff, A Marketing Curmudgeon
“In order to get people to sit-up and take notice of you, you have to sit-up and take notice of what makes people sit-up and take notice” –Frank Roemer
What is the customer or prospect most interested in? Themselves! Understanding this is the basis of the WIIFM Factor, which impacts heavily on purchasing decisions. It stands for the question – “What’s in it for me?” A simple question, but how it is answered can dramatically affect the bottom line. Too often it’s ignored or overlooked in a corporate environment that focuses on features of their products or services rather than the benefits. Viewing your business from the customer’s perspective will always give you a competitive edge in the marketplace.
“If you give something worth paying for, they’ll pay.” – Thomas J. Peters
Originality Continue reading
This week’s smart marketing move goes to South of the Border for their ingenious billboard marketing.
South of the Border would be nothing if it weren’t for its billboards on I-95 South going towards Florida. I remember as a kid being excited every time I saw one. Why? Well, they counted down the miles to Florida and they were amusing!
South of the Border has one way of marketing and they do it extremely well. These billboards, are a play on words like “Pedro’s Fireworks, Does yours?” they count down the miles on every billboard and they get you excited even if you don’t know what it is! I know I was as a kid. Yes, many say this is a tourist trap, but even if it is, it doesn’t mean they are doing it wrong. They’re doing it all right. Their target audience is tourists and tourists travel on I-95 which spans the entire east coast. So their CAPTIVE target audience is traveling I-95, this is a no-brainer if you ask me! Many travel from NJ, PA and NY to drive to Florida. They have nothing else to focus on and after so many billboards kids are excited as well as parents.
It’s a good reason to stop and be a tourist. South of the Border, you’ve done it right and now it’s time we learn from you.
Lesson Learned: Know who your target audience is, learn where they are going, what they are going to do, and learn what they want to spend. South of the Border has everything from Fireworks to beer to small kitschy items. Even though they don’t tell you exactly what they offer and who they are, you know it’s a tourist area. So for your marketing, don’t be over wordy but make sure your target audience knows what your business is and why they would want to use your business. Learning about your audience can pay off big, just like it did, and still is, for South of the Border.