The double whammy in flawed targeting

What's the classic mistake in pitching stuff to me thinking I am in charge of marketing my institution? You got your target wrong. I am not in charge of marketing my School, I just chair the academic department of Marketing at the school.

Tell you what, in the businessworld this is commonplace. It really doesn't matter what the mode used is, marketers usually get their target wrong. The hope they live with is, amongst the audience that receives the communique, there's bound to be some that's the real target. Well, in addition to being ineffective, the problem with such an approach is its waste of resources.

Its wasted effort trying to sell me audio-visual equipment. I won't buy. What's worse is, you think you've lost the school as prospect on the basis of my lack of response. Now that's a double whammy you can ill-afford.


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