Question
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Cassidy 12.10.2021 |
Vladimir Mikhailovich, as a born marketer, reveal the secret: do you always think about the target audience before implementation of any project?
Answer
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1. Yes, in theory, it is necessary to do so. But I sometimes make mistakes and forget how it happened to my long-suffering and happy book «If you Deserve More, Break the Rules.» I completely forgot when writing it — to whom it should be intended, and as a result … a dizzying story occurred with it (it is described many times in the blog). I even had to come up with a special target audience, which did not exist in nature. Even the World Guru, Philip Kotler, acknowledged that he had to include my target audience in his marketing textbook.
2. But you asked the ight question. The thing is that I’m more interested in not so much creation and development of business as … in creation of a market with a product that does not exist. This is a real drive.
3. That is, I create target audience. There were no private schools before me, and people were getting ready for them for a long time, and I helped them. Before me there were no colorfully published books (samizdat on bad paper was in fashion in the early 90’s) in the country. I was the first in Ukraine to create a demand market for polygraphically refined books. And slowly a new target audience apperared. And people liked it.
Before me, no one in the country knew what brands were and how to deal with them. After me there appeared a brand market, which I activated with the «Brand of the Year» contest. Before me, no one knew that it was possible to connect two incompatible target audiences on the Internet (teenagers and adults), and it became possible on my site Xvatit.com. We have a unique and rapidly growing new target audience here — just a dream for advertisers.
4. Thus, I act on the contrary: I am not looking for — what kind of existing audience is suitable, but I create it and offer products or services to it. This takes a little more time. But that’s how the drive, the buzz and the life begin.
