I was flipping through an old Money magazine the other day looking for print ads to write about and I noticed that the most interesting thing about the ads in the magazine was not what they were selling individually but what they were pushing as a whole.
An important part of understanding marketing is understanding why certain advertisements appear where they do.
I would say 95% of the ads in my Money magazines are for travel (automobiles, tires, hotels, airlines, or similar products and services) or financial products (banks, money managers and other financial institutions). The latter makes a lot of sense to me, but the former is where you will find the proof that Money and the companies that purchase advertising space within the magazine both understand the people who read the publication very well. Much effort, time and money go into gathering data on and breaking-down the folks that read Money, and any other magazine.
Publications like Money might serve other purposes as well, but the number one reason why it still exists is because the people who run it have gotten (really) good at understanding the people who read them.
Posted by Jeff Osborn on June 1, 2012
I saw a bicycle helmet cover today along the lines of the above trend-centric number. The company that makes this one is called Yakkay (link above).
Before today I had no idea “fashion” covers of this kind even existed, which made me start wondering about how one might go about marketing a product like this.
A super fashionable helmet cover markets itself to a degree. The vain, super self-conscious and fashion-forward (or trendy) folks are going to find this stuff on their own.
Not that long ago (or, before the Internet era) television commercials and a heavy run of print ads would have been needed to jump start awareness and sales, but now a strategic Internet presence, some business savvy and a bunch of friends spread out all over do the trick.
I imagine the company that makes the above cover has spent some money on marketing, but I would wager that their budget is a fraction of what it might have been and they have spent at least 80% of their marketing monies in Internet arenas.
Certain products attract certain types of people. It has always been that way. The only real change is that it is cheaper, easier and more fun than ever to raise the necessary awareness your product needs in order to find its way to its natural consumer.
Posted by Jeff Osborn on March 22, 2012