The Death of the 30,000 Foot Message

Gone are the days of successfully running campaigns that offer a monolithic messaging strategy.

I mean, can you honestly think that one message will engage both a millennial hipster and a retired baby boomer? How about a professional middle-aged woman and a twenty-something oil and gas laborer? You’d be surprised how many products both segments, in both examples, buy.

Think I’m wrong? Let’s see, shall we?

  1. Smartphones & accessories
  2. Cars
  3. Travel coffee cups like (YETIs)
  4. TVs
  5. Satellite radio
  6. Furniture
  7. Kitchen appliances
  8. Insurance
  9. Cable/satellite service/internet
  10. Alcohol brand/type

…It goes on and on.

There are multiple customer segments for virtually every product and service sold. Even in B2B, there are multiple segments. Large companies have very different needs and reasons for buying products and services than small companies, for example. Intelligent segmentation is not only possible; it’s imperative for success. Otherwise campaigns waste a ton of touches, impressions, and conversion opportunities. Doing so equates to a waste of your marketing dollars.