Jack Mitchell was my first boss advertising boss. He was a funny adventurous sportsman. His idea of a vacation was getting lost in the high mountains of Peru. He could spend the rest of the year holding the interest of all of us in the palm of his hand as he told his latest adventure stories.

Jack was the Director of Advertising and Sales Promotion at Remington Arms Company and his four questions have helped me get my ideas focused in every advertising challenge I have ever faced.

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The easiest way to find your customers is simply to ask them.

For example, if you are in the health and fitness industry where customers pay month to month to workout in your gym, give them a questionnaire when they sign up asking for their demographics and geographics, where they found you, and what they choose you.

This gives you an edge over the competition.

You find exactly what your nichie is that sets you apart and you can use that to distinguish yourself as a leader in whatever industry you operate in. Use that niche in your advertising or promotional plan and target those individuals that closely resemble your most frequent customers. Doing so is recommended by the

Pareto Effect of marketing which says that 80% of your business comes from only 20% of your customers. The customers who are willing to fill out surveys for prizes or questionnaires are most likely the most entusiastic patrons of your business and will give the most referrals and are also that 20% market you need to target.

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Jack Mitchell was my first boss advertising boss. He was a funny adventurous sportsman. His idea of a vacation was getting lost in the high mountains of Peru. He could spend the rest of the year holding the interest of all of us in the palm of his hand as he told his latest adventure stories.

Jack was the Director of Advertising and Sales Promotion at Remington Arms Company and his four questions have helped me get my ideas focused in every advertising challenge I have ever faced.

(more…)