Bish Muir Marketing

The first thing I always tell those who are embarking on the Good Ship Marketing, is know your audience and then answer the question, “What’s in it for me?”.  Or, in the words of @SimonSinek, “Don’t start with the what, start with the why”.  In other words, what is the value proposition for that particular target audience? Why would I choose that product/service over any other?

Really understanding your target market (and you may have several), and then creating the right message, together with the right platform to communicate it, helps to filter the ‘noise’ – it distils complexity into simple, bitesize and emotionally pleasing chunks.  A simple statement explaining the value proposition, that will appeal to that market, creates competitive advantage. 

A good example of this is M&Ms, whose strap line is “they melt in your mouth, not in your hand”. The benefit to the consumer is clear and obvious. Perfect for eating in the car…….

That’s not to say that there aren’t any other brands that offer chocolate-covered hazelnuts, but M&Ms have focused on their value proposition that gives them competitive advantage.

Clearly, they are targeting people who want a snack on the run or in the car who don’t want mess.  Perfect.

I also call to mind my recent purchase: a new car.  I consider this to be a most tedious task but it did provide a perfect example of how two different target markets can be looking at the same product from a completely different angle.  My husband, an ex-rally driving petrol head, was studying the ‘tech spec’ – turning somersaults over the horsepower, size and shape of the engine and fuel type. I, on the other hand, was reaching for my cheque book over the leather interior and spacious boot for shopping bags.  Talk about Venus and Mars!

Talk to me if you would like help to determine who your target markets are and how to reach them.