The pyramid above represents all of your audiences—from the entire universe of prospective customers to the people that love everything you do and refer you to everyone they know.
In good economic times or bad, the goal is simple: Move each audience up the pyramid as far as you can.
The proportions, of course, aren’t accurate. The “never heard of” audience is largest, and each audience gets smaller until you reach the small handful of avid supporters.
While most marketing focuses on the bottom of the pyramid (the group that doesn’t know you or have any reason to trust you), the top half of the pyramid seldom receives the attention it deserves.
Time and again when we start working with new clients, we discover that the only messaging their customers ever receive is transactional and/or a bill, while the lion’s share of the marketing budget is being on spent on complete strangers.
Efficiencies increase, costs decrease
The irony is in most categories it costs five times as much to get a new customer as it does to keep an old one happy. Marketing to the top of the pyramid is efficient because you can convert prospects faster and easier—there’s some level of trust.
And since the audience at the top of the pyramid is a fraction of the size of the one at the bottom, messaging is a fraction of the cost.
So, what are some creative ways market to the top of the pyramid?
Comment below to share your ideas.
