Guess Who Ford Motor Just Quit Selling To...
Below is a MRR and PLR article in category Business -> subcategory Marketing.
Ford Motor's Strategic Shift: Adapting to Consumer Needs
Marketing often involves accepting a hard truth: not everyone will be interested in what you're selling. Even if a product is fantastic, some people simply won’t buy it. Take me, for instance?"I play tennis, not golf. No matter how incredible Tiger Woods’ clubs may be, I'm not buying. I don't golf. It’s more productive to focus on golf enthusiasts instead.
Understandably, this concept can be challenging for marketers to embrace fully. Yet, Ford Motor recently recognized its importance. On January 23, 2006, Ford announced a strategic shift through the Wall Street Journal. Their plan to restore profitability included a crucial step: "Stop trying to sell Fords to people who won’t buy them; focus instead on likely prospective customers."
Consider the advertising noise this approach reduces?"no more pitching to the wrong audience. Imagine if every marketer adopted this strategy.
For instance, if you’re selling insurance, target people who already buy extra warranties, like those for electronics or natural disaster coverage. This group includes planners who organize vacations in advance and have retirement strategies in place. Or consider those who have faced sudden losses and want to be prepared next time.
Start by describing your own experience as a customer. Why do you have the insurance plan? Ask existing customers about their reasons for buying. They form a community, so why not focus on them?
Similarly, if you’re selling nutritional supplements, look for those who understand the importance of nutrition but know they can't get enough nutrients from food alone, even if it’s organic. Or target those who've had a health scare and are now committed to a healthier lifestyle.
Reflect on why you use supplements. Ask your loyal customers for their reasons, and use these insights to identify your prospective audience.
This approach is just the beginning, but it's a significant step forward in effective marketing.
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