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EXPLORING THE LAND OF BIG HAIR AND MORMONS

August 2, 2014

On the 4th of July weekend I attended the La Pine Oregon Rodeo. It was definitely a throwback to more family friendly times of the 70-80s. As the beauty queens of various Central Oregon rodeos rode in, I reflected back on Farrah Fawcett. She would have been proud that big blond hair flowing under giant cowboy hats is alive and well in rodeo land. Then a few days later I was in Portland and saw The Book of Mormon with an audience filled with mostly Millennials who had grown up on South Park’s outlandish look at the world. So, how do these two events relate to marketing?

It made me focus on how diverse today’s consumer market is and the importance of knowing your market. The dominant marketing tool today is the internet. As I have stated before, it is the greatest one-on-one marketing tool ever invented. But it is not a mass media tool. You have to have a clear understanding of your target consumer. The only way you can understand your market is with research.

Yes, start with Google Analytics, but do you know what metrics are the most important?  Then you need the “eye test” – look and talk to your customers. Then add some formal research (like focus groups or surveys).

Unfortunately, most small businesses don’t do many of these things. This week at your marketing meeting take a hard look at your customers. What do you really know about them? How well can you define them?

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