We all know that marketing is only successful if it taps into the hopes, dreams, problems, challenges of your end user. But one challenge I’ve observed marketers struggle with over the years, regardless of industry, is truly understanding that end user. It’s not always for lack of trying; here are a few well-intentioned pitfalls I’ve seen:
evolution (lack thereof): Marketers can sometimes hold onto a static understanding of their target audience. Over time, technology improves, economic demands change, competition morphs, the audience ages and their lives are just different. That original audience profile can get dusty real fast.
nepotism: “Let me see what my wife/husband/daughter/cousin/niece thinks.” Ouch. Granted, it’s admirable to admit you’re not really the target audience, but asking one or two family members does not market research make.
boardroom: Otherwise known as “the ivory tower syndrome.” A group of intelligent, well-educated, seasoned executives gather in a sterile conference room with their thick presentations chock full of words and charts and graphs. Certainly, this can often lead to well-developed strategies. But it can also result in a removal from reality, understanding by committee, and a watered-down approach.
What are the antidotes? Of course, marketing research can be quite valuable, if done correctly. Both quantitative and qualitative surveys can give marketers keen insight and a good picture of their audience. But if budget does not allow, one often overlooked method of getting close to your audience is your front-line employees.
Retail clerks, customer service reps, salespeople all hear, on a daily basis, the complaints, challenges and compliments, straight from the horse’s mouth. So the next time you’re embarking on marketing planning, get out of the conference room and get a bit closer to the street. You may be surprised at what you learn.
