Comments on: Aim for the bull’s eye on every throw

By: Chris Thiede

Chris Thiede — Wed, 30 Dec 2009 18:12:38 +0000

Right. And even if you miss the bull’s eye, you’re still likely to hit a target that’s almost as good. I’m not saying you should ignore other targets from a sales perspective, but that your brand should be laser-focused on the bull’s eye, to the degree that’s possible.

By: Brett Duncan

Brett Duncan — Mon, 28 Dec 2009 21:49:46 +0000

I completely think this analogy works. Forget target marketing; go after what I call “bull’s eye marketing.” When you hit the bull’s eye, that extremely specific, minute niche, the whole dart board still shakes. It influences the entire board. But if you don’t drill down enough, then you won’t stand out. It’s that simple.

You’ve inspired a soon-to-come blog post for me – thanks.

By: Nailed It! @ Build Communications

Nailed It! @ Build Communications — Wed, 02 Dec 2009 03:57:10 +0000

[...] Not long ago, I posted about focusing a brand on a single positioning and targeting that specific customer segment that defines your brand. To bring the story home, I compared it to playing darts. [...]

By: Chris Thiede

Chris Thiede — Thu, 15 Oct 2009 18:34:42 +0000

Fair enough, Wally. Thanks for commenting and for disagreeing. That makes for a good discussion.

My thinking here (and perhaps I didn’t express it thoroughly) is that in marketing and branding, you should be true to yourself and to who your core customers are – the people who are just made to buy your product. In so doing, you will also attract, or “hit” other customers who may not be your top priority, but who may be just as positively pre-disposed to buying what you’re selling.

Your point is well taken, however. Going after the low-hanging fruit (to throw another metaphor on the pile) will help you get through slow periods.

I guess not all analogies are perfect. I’m glad you liked the beer reference, though.

Thanks again,
Chris

By: Wally Stryk

Wally Stryk — Thu, 15 Oct 2009 18:12:38 +0000

This analogy doesn’t quite work for me. I agree that a percentage of marketing efforts should target the ideal target group. That percentage should be in prorotion to the potential return as all efforts should be. The bread and butter are important especially in slower periods. I look at the more “risky” investments in time and money as an add on.
As far as marketing being competitive and inexact, you hit the bullseye. It’s important to keep it fun and the beer can’t hurt.
Wally Stryk asianartimports.com