I’m staying on the Muppets theme this week, not because I’m excited by the fact that the Muppets are realising a new movie (Honest!!) but because I’ve just seen another superb example of marketing, demonstrated by the director Jason Segel.
Jason had a clear vision of who he wanted to target. In this case, laser targetting a specific person who he wanted to star in his movie. Hollywood star Amy Adams. So what he and Kermit did was to create a video specifically inviting her to join the cast. In truth it probably wasn’t the only thing they did to attract her but it shows a bit of thought, a bit of creativity and effort that they’ve done to get what they wanted. Take a look at this video.
You can take away a number of learning points from this – Firstly, know what you want? Who do you want as a customer? Be as specific as you can on this, down to a named person if you can. That way you can craft your marketing message to speak directly to them. If that’s not do-able for you, then what’s the next common demoninator? Get your target market segmented into as tight groups as you can and make your message specific to that group.
Secondly, put some effort into your message. Don’t be lazy here, show your target that you really want to work with them and that you’re prepared to put some time and effort into them. Make them feel special, that you’re going to be attentive to them. When they read your marketing piece, you want them to feel that you’ve prepared is especially for them.
OK you haven’t got the budget that Segal has, but you’ll see if you watch this video that it doesn’t need to be expensive. This video could easily be recorded in as good a quality using a handheld flipcam or similar. But your message also doesn’t need to be video. It could be any other media, but just make it laser focused on the person that you are reaching out to.
