Sticky Snow Marketing

I’ve seen so many snowstorms this year that I have lost count. However, the one the other day was the most impressive, not for the drifts or the depth or the wind, but for how it covered every surface with white. The entire landscape was blanketed, much like the methods some companies use to market their products – let no potential customer go untouched by their messages.

This common approach is taken by companies large and small, and usually with similar results. Sure, some sales will result, but efforts to get the customers will be large, and it won’t be clear what part of your offering is the most valuable to them.  You will end up following some opportunities that look exciting but yield few sales.

Though an inefficient process, carpet bombing the marketplace may have some use for very early technology. Sometimes it’s not clear where the best opportunities lie, so you need to explore a variety of applications and markets. This is fine, but must be undertaken as part of a larger strategy – that means exploring specific segments for a limited time. Then decide on where to focus your valuable time, money and efforts.

Crossing this divide between exploration and focus is a tricky one and often leaves a hollow feeling in the pit of your stomach. Here are a few ideas that can help you sleep a little better when you are attempting the move away from the sticky snow approach.

• Spend time to really understand the segments. What are the groups of customers that are attracted to your product? What do they have in common? How do they differ?

• Be sure to look around the corner and not just at the last couple quarters. Having a reasonable idea of what your customers will be needing (and how many of them) is the basis for a believable forecast.

• Understand which message in your blanket of snow is sticking. What gets the customers excited enough to shift from “that’s interesting” to “I need that”

• Lastly and most difficult is sometimes saying no to revenue. Though customer x is very interested in the PCR product you are selling for diagnostics, he wants to look at primordial soup — so you need to walk away. You will need to support this approach across the organization so no one gets crucified for missing a sale.

This is not an easy situation, but a critical one if products are to become truly successful beyond the few dozen enthusiasts who buy anything that is new. Be conscious of the point when focus is needed to really grow the business. Tempting as it is to chase everyone who likes your product, like the wet snow on the trees, soon the excitement will melt away. Before this happens, you need to make the choice on where your future lies.