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Loading ...What else can I blog about but my baby? Yes, I am the proud dad of a new girl. She is a cutie of course and the apple of my eye. She is also the reason that I am constantly tired and in a semi-haze but, heck, she is so cute it doesn’t matter. It is strange because no other human can get you to wake up from a deep sleep in seconds, jump out of bed and start singing and stroking her. I never thought that I would be able to wake up and fall asleep so easily!!
So, what does a new dad actually have to say about marketing and the world of marketing conversation.
One thing you notice is that the moment you have a baby they start mailing you all kinds of catalog’s trying to sell you this and that. Most of which I will “never” buy and most of it is just junk - at least from this papa’s eyes. What jumps out is the wastefulness of this approach. Both of my time, the environment and of other peoples time.
So, I had this thought while digging through this pile of mail. What if “junk mail” stopped and it became far more targeted and virtual based? What if it no longer was “junk mail” but informative and relavent to the recipients? How would this change things?
Well, certainly it would save paper - and heck that would be a good thing. Making paper is an incredibly energy intensive and toxic process - from start to finish.
Secondly - I still get junk mail at my house for people that lived here 10 years ago. Dah - well that seems like an incredible waste of resources and energy for something that doesn’t even match any of my needs or interests.
What I see then is the need for a type of efficiency - of my time and other peoples time and our globes resources. Perhaps this is hightened by my new role which requires an efficient use of my time and the increased sensitivity to our long term destruction of our planet.
It is for this reason that I think the work of AHLLC hits at an interesting weakness in general marketing. AHLLC is target. It is not going to communicate to a bachelor about buying baby strollers or the latest diaper technology. Rather, it is going to aim at someone that has a very clear interest and desire for a product or service. This may take more time up front. After all you have to find the people out there who are interested in what it is that you are marketing - but the response rate is going to be far higher and you are going to waste far less - certainly no tree’s were cut down nor did any mail man have to lug hundreds of pounds of junk mail around.
I guess what I am trying to say is that in this busy world that we call America - yes it is a busy place and I know this after having spent many a year of my life in other countries where things are far slower and less crammed full - getting information that is relevant to you (not to the guy that used to life in your house) is something that stands to benefit all of us.
In the end this conversation harkens back to earlier postings on this blog about the difference between junk and AHLLC marketing. I think it in this sense it is very basic. The target audience is not a random sample of a certain demographic of people. And, in the end no tree’s were cut down - and I like that and I know my baby girl will like that.
Filed under: Conversation Marketing
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