Page 110 - 100 Great Marketing Ideas (100 Great Ideas)

51 GIVE PEOPLE SOMETHING
THAT HELPS YOU TO
COMMUNICATE YOUR
BRAND TO THEM

Sometimes we have a great idea for cutting through the advertising
clutter and getting right to our target audience, only to find that
they lack the necessary means to receive our message. For example,
running a TV advertising campaign in a country where few people
own televisions is likely to end in failure—as would running a
newspaper campaign in a country with low literacy levels.

Finding the perfect way to reach a target audience is not always easy:
most advertising expenditure is wasted because it takes a scattergun
approach, sending the messages out almost at random, with many
people who would never buy the product being contacted (and often
irritated) by promotional efforts.

Sometimes it is possible to give people the means to receive the
messages—or even allow them to earn the means, if the medium
itself is desirable.

The idea

PepsiCo’s brand Mountain Dew is a popular soft drink in America
and some other markets. PepsiCo wanted to target a youth market
with the product, but young people are notorious under-consumers
of media such as magazines and newspapers, and are also known to
be marketing-savvy (especially in America, where more than half of
the population have attended a marketing course of some kind).

100 GREAT MARKETING IDEAS • 101