It's Not About How Many But Who

This series of posts are reflections from the Art of Marketing conference. This one is based on Mitch Joel's session.

"We are in that war of making sure we get to the right people." Mitch Joel

Often times when we advertise a certain type of event, whether that be on campus, in church or in the public forum, we aim to get as many eyeballs to read what we are promoting. We then sink money into making sure it is of great quality and that it is drawing those eyeballs to the promotion.

But we fail to realize that the most important thing that underlies our success in the first place is getting our message or product to the right people. It is because the right people will do the work to reach the masses in the long run. As a result, there are times the mass marketing strategies overlook the right people and thus fail to connect with them.

I am on teams that this concept applies to like my church.  What we need to think about are:

1. Decide whether we have one message (to promote to non-Christians) or two messages (one for non-Christians and one for Christians).
   
2. Review our strategies to see if they are reaching the right people. Did we plan these events with the right people in mind or were they just good ideas that we think can reach the right people?
   
3. Identify the mass marketing that we do, axe them and divert resources to reach the right people.

Question to think about - Is there a place for mass marketing in today's world?