DON'T BUY MEDIA UNTIL YOU HAVE A STRATEGY FOR YOUR AUDIENCE.
If you have a meeting with a sales rep, they will try to sell you advertising space. Whether it is radio, print, TV, digital, billboards - they will sell you the media they work in. They will tell you about the big numbers, the eyeballs.
That is their job. But...
MOST OF THOSE EYEBALLS ARE WORTH $0!
NZ companies waste millions of dollars a year on paying for people to see their ads who have absolutely no interest in them. The market accepts 2% conversion rates. 2%?! Its wasteful, and you know what? It's also rude.
STOP BUGGING PEOPLE WITH STUFF THEY DON'T WANT - IT WASTES EVERYONE'S TIME!
Why waste money and time chasing 98% of people who don't want what you are selling? We call this ghost hunting, and the people who sell it to you are mediums. Supposedly they can tell you what these ghost customers want.
USE DATA TO CREATE TARGETED AUDIENCE STRATEGIES.
You have access to more data than you could ever use, and it is invaluable in targeting the people who WANT to buy from you. Yet here you are spending time and money on expensive, clever ads for people who couldn't care less about the actual product.
STOP CHASING GHOST CUSTOMERS!
Instead of wasting money and time with a carpet-bomb approach to marketing, you need to use the best marketing asset you have. Its free, its fast and its cheap - the data you have inside your own company.
YOUR AUDIENCE IS NOT 'EVERYONE'!
Your audience is a very clearly defined group of people who you show you care about by tailoring your marketing in a way that speaks to them how and when they need you to. This is what audience first strategy all about - spending the most resources on 100% of the audiences that want to buy your product, not 2% of the ones that don't.