Through the Lens of an MBA
Attracting Your Target Market: Key Marketing Principles to Get the Crush
The Girl in The Pink Scarf
Issue date: 11/3/09 Section: Voices
That girl that passes you in the hallway whom you've narrowed down is in either Block 4 or 6. That guy you drool over who always has something interesting to say in Okun's class. Your crush is in another world. Alas, do not fret.
One of the panelists at the Graduate Marketing Association conference this past week so eloquently stated, "Marketing is business. I hope no one in this room is surprised to hear that." The business concept of marketing also reaps profits in the personal realm. Marketing is the initial key to unlocking that special someone's heart, especially the unbeknownst target.
How can you catch the attention of your beloved and convert them into a purchasing customer? Let's delve into some great ideas from the classroom and industry that we can put into practice.
Apply an iterative process to marketing. When introducing a new product (in this case, you are a new love interest for your crush), the best practice in marketing is to engage in consumer research testing throughout the development phase. Translated accordingly, note the following recommendation: during each interaction with the crush, pay close attention to what sparks the interest of the crush. By taking a phased approach to determining what appeals to your crush, you reduce the risk of rejection. You ensure your ability to offer the ideal mix of benefits to meet the target customer's wants and needs.
Take a simulated test market approach. New product introductions are not rolled out in full force, but in select markets where marketers can better gauge potential demand for the product. Similarly, when pitching yourself as a nascent love interest, tweak the appeal of your product qualities by practicing your "material" around other people. Tell stories that reveal your personality to friends and strangers, so when you speak to your crush, you minimize awkward moments and maximize the interest to purchase level of your crush.
Understand the trade-up phenomenon. In general, consumers don't like taking risks. They are bombarded with a multitude of brands that come at them for trials. In order to attract the wary target customer, what you can do is give a free sample. Metaphorically speaking, let's keep it clean here, folks. Spend time with the crush and give a taste of what it's like to be with you, whether through clever conversation or endearing personal aphorisms during group hang out sessions. Give your crush a free sample of the "product," by gracing them strategically with your presence (see following discussion on "business cycles"). Give enough of the free sample to start building a habit. Disturbingly effective, Marlboro used to give customers an entire carton for free, not just a pack, as its strategic free sample. The free sample approach serves as a good long-term strategy to getting someone hooked on you. Alternatively, in an attempt to attack the target's heart, we can safely say consuming too much of your "product" won't lead to death.
One of the panelists at the Graduate Marketing Association conference this past week so eloquently stated, "Marketing is business. I hope no one in this room is surprised to hear that." The business concept of marketing also reaps profits in the personal realm. Marketing is the initial key to unlocking that special someone's heart, especially the unbeknownst target.
How can you catch the attention of your beloved and convert them into a purchasing customer? Let's delve into some great ideas from the classroom and industry that we can put into practice.
Apply an iterative process to marketing. When introducing a new product (in this case, you are a new love interest for your crush), the best practice in marketing is to engage in consumer research testing throughout the development phase. Translated accordingly, note the following recommendation: during each interaction with the crush, pay close attention to what sparks the interest of the crush. By taking a phased approach to determining what appeals to your crush, you reduce the risk of rejection. You ensure your ability to offer the ideal mix of benefits to meet the target customer's wants and needs.
Take a simulated test market approach. New product introductions are not rolled out in full force, but in select markets where marketers can better gauge potential demand for the product. Similarly, when pitching yourself as a nascent love interest, tweak the appeal of your product qualities by practicing your "material" around other people. Tell stories that reveal your personality to friends and strangers, so when you speak to your crush, you minimize awkward moments and maximize the interest to purchase level of your crush.
Understand the trade-up phenomenon. In general, consumers don't like taking risks. They are bombarded with a multitude of brands that come at them for trials. In order to attract the wary target customer, what you can do is give a free sample. Metaphorically speaking, let's keep it clean here, folks. Spend time with the crush and give a taste of what it's like to be with you, whether through clever conversation or endearing personal aphorisms during group hang out sessions. Give your crush a free sample of the "product," by gracing them strategically with your presence (see following discussion on "business cycles"). Give enough of the free sample to start building a habit. Disturbingly effective, Marlboro used to give customers an entire carton for free, not just a pack, as its strategic free sample. The free sample approach serves as a good long-term strategy to getting someone hooked on you. Alternatively, in an attempt to attack the target's heart, we can safely say consuming too much of your "product" won't lead to death.
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