I love the analogy of fishing and marketing. You want to decide what kind of fish to try to catch. Then where to fish (lake, pond, ocean?) What type of bait or lure? How small is too small and big is too big, so that you’ll throw it back?
Marketing is the same way. Who is your target market? How do you attract them? What influences them? What do they read? Where do they attend? What type of customer is too small? Too big?
For my business, I like to “fish” for Sales & Marketing VP’s in companies with $10 million to $75 million in sales. The business needs marketing support but the VP is usually spends 3 days a week flying around the country trying to close sales & provide customer service. Although he knows he needs it, he often doesn’t have the time to really develop meaningful marketing strategy and create the tools needed. During the 2 days he is in the office, the president is asking “Where’s the PO?” When the Sales & Marketing VP finds out that we are an outsourced-marketing department that will help them with both strategy and execution, they bite.
My favorite water? The lake of contract manufacturing and the stream of professional services.
What’s your favorite fishing? Bait? Water?