NO, YOUR MARKET SHOULD NOT BE EVERYONE – 3 OBSERVATIONS It is only reasonable that there should be pressure on marketing budgets. So much of the investment in marketing is wasted. The argument against cost cutting is most often that it will lead to poorer results. So, how do we cut the cost of marketing […]

NO, YOUR MARKET SHOULD NOT BE EVERYONE – 3 OBSERVATIONS It is only reasonable that there should be pressure on marketing budgets. So much of the investment in marketing is wasted. The argument against cost cutting is most often that it will lead to poorer results. So, how do we cut the cost of marketing without damaging returns? Few things in marketing annoy me more than the following statements: My market is everyone. I have no real competitors. These are amazingly common, and both statements are, of course, absolute bullshit. No product appeals, or should appeal, to every market. Indeed, great brands go out of their way not to appeal to everyone. Australia’s 24th Prime Minister, Paul Keating, once said that if you have not made an enemy, you have not achieved anything useful. Apple is today one of the most successful brands in the world – and yet roughly…