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The five deadliest marketing mistakes
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I had lunch with a potential new client the other day. He opened an innovative retail business last year and has spent tens of thousands of dollars on advertising. He's tried everything -- print, radio, TV, Internet, billboards. He's had sales, promotions, and PR events but can't seem to move sales.
So I asked him, "Who's your customer?" He said at first he predicted it would be middle- aged women, but then he noticed mostly couples entering the store. He said senior citizens need his product but he doesn't know how to target them. He tried ads in the local college student newspaper to appeal to young people but it got him nothing. And he thought locals would frequent the store but has seen people drive in from neighboring states, too.