Chuck Morris talks about modern marketing and how marketing microsegmentation can help small and medium-sized businesses be more effective with smaller budgets.
One of the things we’re finding in modern marketing is a tendency to head towards microsegmentation.
The most effective campaigns that we’re doing are typically trying to find the niches — the one, two, or three target audiences — that are most likely to buy. And then we target those audiences based on a certain set of criteria in very specific channels. So, this whole idea that mass marketing — the old model of mass marketing where we’re just kind of scatter-gunning a bunch of stuff at a whole bunch of people — is really — those days are pretty much gone.
The proliferation of social media and all of the different channels and methods that we have of reaching customers today is really dramatic. And it’s given us an ability to, as an example, not only target people that like animals but target people that like elephants, and baby elephants, and whatever. I mean, it’s a bad example, but that type of microsegmentation can really be helpful to small- to medium-sized businesses that are trying to do more with less. They have marketing budgets that aren’t as big as the Coca-Colas of the world, so they’re really trying to make things more effective with a smaller budget, and typically, too, a shorter time period.
So, microsegmentation can get that done, and that’s one of the things we specialize in here at Morris Creative.
If you’re excited about the upcoming college football season and you live in Tennessee, you’re likely already one of Butch Jones’s 87,161 Twitter followers. Or you may be one of the 26,135 people who like his Facebook page. Or perhaps you’ve just caught yourself tweeting #BrickByBrick or #RiseToTheTop on occasion.
At the very least, you are aware of the significant changes the UT football program has undergone in the past several months. The recruiting hype. The social media. The uniforms. Ole Butch has revamped nearly every component of the franchise and has somehow even managed to get America’s most impatient, glory-starved fan base 100 percent on board.
Which sort of begs the question…how? Surely whatever has plagued UT football for the last half decade can’t be eradicated that easily? What’s his strategy?
You’ve probably already heard at least a few people talk about how Butch has taken to Facebook and YouTube and orchestrated a media campaign and how that’s where Dooley failed. But it’s far more involved than that. Granted, Butch has the advantage of social media that Dooley, Kiffin, and certainly Coach Fulmer did not, but so do all other presently active coaches. Which leads me to believe the excitement surrounding Saturday’s eminent arrival is about more than how many favorites “The Butch Jones Song” got on YouTube.
At its core, the campaign Butch has created is something people want to be a part of — an experience, and one that incorporates more than just exciting created media and clever hashtags. Coach Jones has diverted his attention to the people, rather than the thing. He has all of his coaches on the same page, his players actually like him, his recruiting efforts are genuine and hard-hitting, and he is honest, confident and excited. Who wouldn’t buy into that?
It’s an approach that applies far beyond the sports world. In fact, it’s one of the most intimate realities of the business realm and consequently, often goes overlooked. Companies aim to provide products and services people want to buy when really the better approach is to create an experience people want to be a part of. People make decisions (including buying decisions) based largely on how it makes them feel, and only in small part on the cost/benefit of the situation. That’s what Morris Creative likes to help our clients with — developing an experience that really draws people. Sure, making that great product is half the battle, but to really tap into your potential market share, you have to make people want to be a part of something bigger.
See y’all Saturday. Go Vols!
In April, we posted a piece on micro-segmentation, a growing marketing tactic that allows businesses to segment their audiences in the most precise way possible so as to keep up with increasingly specialized consumer wants. It’s an area in which we at Morris Creative have been developing our expertise and one that is fast becoming the force behind many of our clients’ success stories.
Despite its prevalence in the marketing realm, this useful technique is by no means solely relegated to the worlds of business and sales. Slowly but surely, micro-segmentation is permeating the political sector, catapulting the most savvy community leaders into public office one well-targeted vote at a time. And although on the surface, its use in politics may not seem that similar to its use in marketing, a closer look shows how similar the two actually are.
In business, micro-segmentation is a reaction to the increasingly intimate business-to-consumer relationship that has become commonplace in today’s market. In politics, the burgeoning media has facilitated a similarly intimate relationship between candidates and their constituents, increasing access both ways and making it more and more possible for candidates to determine the varying interests of various demographics. As a result, campaigning has changed, and tactics like micro-segmentation are becoming the norm in many winning candidates’ elections.
Believe it or not, we’ve all seen political micro-segmentation in action. Last year, Barack Obama used techniques like these in the most politically and technologically sophisticated election in the history of the world. His team used micro-segmentation, data mining and other tactics to target, evaluate and appeal to each and every demographic. With these same methods, they were also able to mobilize supporters Obama already had but who were unlikely to actually go vote. Meanwhile, Mitt Romney’s staff was recycling mass marketing techniques that, until recently, had always worked well enough. But they failed to fully utilize real-time outlets and social media and were considerably slower to adapt to changes among states and demographics throughout the course of the election itself.
The result? Well, suffice it to say the rest is history. Obama simply realized what Romney did not — that constituent wants are specialized, one size no longer fits all and the guy who buys stuff in the market is the same guy who votes. The landscape of campaigns is changing and politicians, like businesses, must adapt. Micro-segmentation is the new standard. If you have your sights set on holding office or expanding your business, it’s an approach you’ll want to explore. Just give us a call and we’ll do the rest.
I received an email last week from Stephen Lynch of Results.com. It reminded me of a nice analogy about priorities that Steven Covey made years ago that I had forgotten about: Big Rocks. Here’s a video:
Marketing is a lot like that exercise: it’s important to do the right things first. Unfortunately, many businesses focus on tactical projects (the small rocks) when they should really be setting strategy and a marketing program (the big rocks) first. It’s easy to decide to do the tactical—a new website, some social media, a direct mail campaign—because it’s something that feels immediate and gratifying. You can say, “I’m doing marketing.” But how will you know when you’re successful? THAT requires strategy, and strategy is like the Big Rocks. Focus on strategy first, and everything else will fall into place.