Update: I drove into a Union 76 gas station and there was Jessica Simpson promoting acne cream on a flat screen located above the pump. What will they think of next? Will they have commercials playing inside restrooms in the future?

It seems our minds are turning into mush as we are bombarded with messages almost continuously. But that's a topic for another day. Back to marketing...

If you don't quite have the advertising budget this acne medication company has and you want to get the best returns from your own promotion—target marketing is best the way to go. You locate consumers who have bought similar items or have shown interest in what you are planning to promote. Then you send your marketing message directly to them. It's the rifle approach rather than shotgun.

Feature Article: Three Foot Rule vs Target Marketing

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Permission Please...

A new member of our professional organization entered the entire membership's e-mail addresses into one of those social club sites. Without our permission. I'm sure he's absorbing the wrath from some of our more vocal members at this moment.

Whether he knew it or not, we received unwanted and unsolicited e-mails from this site's server. There wasn't any clear unsubscribe link to click through and no guarantee that their support team would remove us from their database. This act, though not malicious, will not win many friends and leaves a negative impression.

There are web bad guys who send forth harvesting programs to collect live e-mail addresses. Those addresses are then used for unwanted promotions. Make it a strict policy not to give out anyone's e-mail address without their permission.

Three Foot Rule vs Target Marketing

Dear Associate,

A research doctor (in our speech group) asked the membership if we'd like to attend a forum she will chair over. The event is a one-day, information-dense exploration into the mechanics of working with Chinese research and development pharmaceutical firms. After we adjourned, she tried the one-on-one approach.

The members she spoke to were polite, gracious and courteous. But they didn't display a whole lot of interest. Nevertheless, she wasn't discouraged.

I was heading for my car when she called my name. The next few minutes saw me attempting to duck every question she fired at me. She sensed my uneasiness and didn't quite understand.

She was using the hit-or-miss marketing method. A modification of the "Three Foot Rule." She had been led to believe that everyone within eyesight was her prospect. That they suddenly became her warm market.

Those who practice this have a lot of time on their hands.

"I've raised over $24,000 in sponsorship for this year's forum. Would you like to come, meet new friends, maybe pick up some new business? It only costs twenty dollars and you also get lunch," she explained.

I honestly didn't see any benefit from attending. Especially after she made it sound like just another networking event. So I decided on some verbal sparring.

"Congratulations on your fundraising success," I answered. "Tell me, how would I benefit from attending this event?"

"You get to network with the who's who in San Diego's life science industry, meet eligible women, and enjoy great food and fun," she added.

She did her best to generate interest, but she didn't really answer my question. What she assumed were benefits for me are actually normal expectations. You'd find similar attributes present in almost all one-day classes, workshops or seminars.

Another critical oversight...

She downplayed the significance of the speakers and their presentations. It began to sound like a mix and mingle, let's trade business cards event. I couldn't see the connection between Big Pharma with lunch, fun and available ladies.

I wanted to know what value I would get from attending this forum. What I would get from listening to CEOs of pharmaceutical firms. And given the volatility of medical research firms, how on earth can you establish a long-term business relationship if they closed their doors for lack of funding?

She continued, "Anyway—you don't have to stay the whole day if you don't want."

That statement took the wind out of the sails. She disqualified herself. She was only recruiting me to register a larger turnout. I was just another number to her. Her true motives came to light. Now my once high opinion of her has swayed.

Obviously I was not her target market. Even if she paid me $100 to attend this event, I wouldn't go because I couldn't see how $100 would replace the eight hours I'd lose.

Which leads me to this point...

The whole world is not your market. Research where your target market likes to go, what they like to do and what publications they like to read. Then deliver your most compelling marketing message there.

Warm regards,