Putting All Your Eggs In One Basket

Your budgets are finite – both financial and the amount of time you have available to devote to marketing.

This means that whilst you could create an all singing all dancing marketing strategy that would connect with every conceivable prospective buyer in your various target segments with a different message.

This isn’t going to be possible.

It’s better to take your most profitable target segment and create one message that best connects with them to maximise your total budget.

When you use one message you can achieve greater penetration of that message as target customers see it more regularly and it becomes embedded in their psyche’s.

When you use the same budget to put out a variety of messages the number of times those customers interact the messages will be greatly reduced leading to a dilution of the impact across the board and ultimately having less impact than one message strongly presented to the target segment that presents the greatest opportunity.

This is a case of putting all your eggs in one basket but making sure that it’s an excellent basket and that you’ve done your homework about it prior to execution of the campaign.

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