I’ve had a couple of conversations and insights this week that led me to this blog post. In marketing and PR, we all, myself included, get hung up on making every perfect move based on what will or won’t reach and resonate with your target audience. But sometimes, it’s OK to just step away from the microscope and make a decision based on your heart.
For example, I was talking with a client recently whose company generally does not target women, yet she had a booth at a major women’s event targeting business owners. I was completely perplexed.
When I asked her “Why would you participate in this event when you aren’t looking for female customers?” her answer was obvious, but I’d totally missed it. As a woman business owner, she felt it was important to support and assist other women just starting out. Of course. It was just the right thing to do.
Another example is traditional advertising. I am forever harping on the decline of the effectiveness of advertising in traditional media. But, here’s a point we often miss: if you love your local paper, be it a community weekly, your local business journal or your alternative newsweekly, then advertise in it. Help it out in these trying times! If you don’t want it to go away, support it, even if it’s not the best bang for your buck.
Does your child’s sports team need a sponsor for uniforms? Sure, you may not be targeting parents of 8 year olds, but won’t that feel good to help?
And the real clencher here is that even if you make some decisions based on your heart and not the numbers, I bet you’ll find that you will have endeared yourself to your target audience even more. It shows you’re a good company who supports its community and important causes, and that might go even further than any dollars you could spend.