The Origin of the Message
Thursday, April 12, 2007
My latest post is up at Daily Fix, and I talk about Targeting the People Who Matter. It was prompted by a recent email pitch, but let's apply the core of that post to the KFC pitch I received below. If you were handling KFC's PR and could send out just one email, who gets it?
1 - The social-media consultant whose marketing blog has 600-700 readers a day
2 - The fast-food customer whose personal blog has 6-7 readers a day
Seems like a no-brainer, right? Let's add some more info:
1 - The social-media consultant whose marketing blog has 600-700 readers a day, but who never eats at KFC
2 - The KFC evangelist whose personal blog has 6-7 readers a day
The ORIGIN of the message is just as, if not MORE important than the message itself. Ben and Jackie have a great quote in Creating Customer Evangelists on why companies should reach out to their enthusiasts:
They know your target audience better than you because they are the target audience.
Evangelists who blog might not have the 'reach' of bigger bloggers, but they have something the bigger bloggers do not; the incentive to spread your message.
The Viral Garden, Marketing, Customer Evangelists, Empowering Your Community, KFC
posted by Mack Collier @ 11:48 AM,
- At 10:36 AM, J.D. said...
Am I the only one who thinks "both"???
- At 12:20 PM, Chris said...
both are important...yes, it's important to preach to your core customer, but it's also important to reach out to as many eyes as you can. Even if a person has a negative feelings towards KFC, which most people do, the "positive" impression they need to create needs to reach as many as possible not just their core customer.
just my two cents. great blog btw!