The Tribe Discovers the Importance of ‘Shotgun’ Marketing
Today’s FIRE! Point
A “shotgun” marketing approach is useful for raising the market Awareness levels of products, services and companies that lack broad name recognition. Successful “shotgun” programs will get your company’s selling proposition in front of many key business influencers in a short period of time.
FIRE! in Action
American Alliance of Ethical Movers Succeeds with Strategic “Shotgun” Campaign
The AAEM used ad space in a mover’s guide to offer a free moving quote. The result was a 42 percent increase in conversions over the company’s previous search engine marketing and direct mail efforts.
Next week: A discussion of the advantages of a more targeted “arrow” approach over a “catapult” strategy.