SMB Advertising Lesson #1: Know Your Target Market
June 25, 2008 –
If you are going to be spending a lot of money advertising online or else where for your small business, you better know who you’re spending your money on. One of the basic rules of advertising is to spend your money on customers who will buy your product. This direct mail piece by Bic makes one big mistake. It tries to sell advertising pens to an Internet marketing company while at the same time saying pens are more effective than the Internet for advertising.
So not only are they selling pens to the wrong people, but insulting this company’s service at the same time. The lesson: Know who will buy your product and create advertising that appeals to them.
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