07 December 2005

Know your audience

Here's what happens when you try too hard to be hip with your marketing:

Sony tried to get the attention of gamers by hiring graffiti artists to promote their agenda (it backfired).

Don't make the same mistake.

1. Understand your audience.
2. Convey information that is relevant and important to them.
3. Make it easy for them to quickly understand.
4. Don't push yourself on them. Instead, make it easy for them to come to you.

Photo by Ryan Singel for Wired News.

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Chris said...

Strangely, I was just reading an article about the PSP showing all the efforts Sony's made to cut off the hacking folks are doing of the platform. Here there's this HUGE market of geeks crawling over the thing, anxious to do their little tweaks and mods to it, and Sony snubs them.

Instead, Sony attempts to reach out to a jaded, poorly-addressed segment (need we re-mention McD's attempt to get people to add their products to rap songs?), and gets their ball popped.

Hmmm. Is it "too hip" or is it, "know your audience?" I think the latter, as your point 1 states.

Unknown said...

Hmm... I think you're right Chris. Do I need to change the title of the post?