IndieCAST 005: Embrace the Mundane.

A plea to the marketing world to get back to basics and start caring about average joe again. Recorded this summer — but still relevant

UPDATED!  Don’t forget to click the “Read More” link below for info on niche markets.
 

Wait!  There’s more — appendage about niche markets after the “read more” link.

I’ve been caught.

My good friend Kenon Koffkey said this in the comments below :::

“Ok, so here’s my question… Do you mean to target the average joe in each niche market (e.g. running shoes for cross country runners), or the average joe overall?”

What an awesome question, that deserves a solid response.  In short: the point is to never alienate YOUR average Joe in whatever market you’re involved in. 

I would never suggest making a product so general that you can’t play to some sort of niche market. In fact, I’m not suggesting changing the product you make at all. Still go after the same original, creative product idea you had before. But in any kind of marketing, the superstar endorsement play doesn’t work anymore. We can’t depend on fancy graphics, a catchy theme song, or a movie star alone to sell our product. They are graet to help grab attention, but not enough for sustained success.  We need to be talking not about how to surprise people, but instead how our product fits into their everyday lives.  Whatever market you’re going for, your goal in marketing is to show EVERYONE in that market that your product will make their life better; NOT just that it made a millionaire once used it and said he liked it.  

I hope that clears things up a bit.  I have a lot more to say on niche markets, but I’m going to hold off on that for another post

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Agree? Disagree? Want to throw in 2 more cents? Leave a comment!

Links:

1. This video in HD over at Vimeo.
2. This video on Youtube.

Tags: average joe, marketing, social marketing, video, wisdom

This entry was posted on Friday, October 10th, 2008 at 12:36 am and is filed under marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.