Mick Jagger Killed the Mass Market!
By Voss Graham
it’s true. Mick Jagger killed the mass market using the power of
subconscious persuasion. In 1965, he wrote a song that became a huge
hit with the baby boom generation and it changed our views of mass
marketing. This song has been played millions of times over the
decades. The song? Satisfaction, which most people believed
was a sexual song due to the chorus. However, closer scrutiny shows
it was a designed to destroy the obsession with the mass market.
not sure about this new information? Here is the first verse, which
is designed to cause us to distrust advertisements. “When I’m
driving around in my car and a man comes on the radio, telling me
more and more about some useless information supposed to fire my
verse has seeded the thought in baby boomers to distrust ads – that
they are full of useless information. And, we are not supposed to
have products pushed on us any more. The old method of “creative”
feature and benefit selling is over and done.
second verse opens our minds to the original concept of niche
marketing. “When I’m watching my TV and a man comes on and tells
me how white my shirts should be, but he can’t be a man because he
doesn’t smoke the same cigarettes as me!”
second verse tells us to stop listening to people that are not like
us. He points out that credibility can be missing if the source is
different from us. The Rolling Stones and this wonderful dance song
ingrained the seeds of niche marketing in the minds of baby boomers.
third verse does contain a sexual reference, yet it also delivers
one major point to the marketing game. Timing is everything! Too
early you miss the opportunity; too late you miss the opportunity.
In the worlds of marketing and life, you must be at the top of the
mind at the moment a decision is to be made.
the baby boomers have been brainwashed regarding the mass market as
a bad thing, then niche marketing must be the now and the future.
How do take advantage of this new information? You win more
customers using a niche marketing approach. The following four key
elements are necessary for your success:
Know Your Customer: This should be a no-brainer for any
organization in the 21st century. And we still find
organizations that do not understand the importance of “knowing your
customer!” An even more important concept is “what is your ideal
customer?” You must know and completely describe your ideal customer
profile. Without this knowledge, you tend to waste valuable
resources chasing business that is not a match for your unique
strengths. Several companies have discovered that winning the wrong
business can be worse than getting no initial business.
The wrong business will eliminate your profit margins, increase
expenses and tie up valuable personnel – with no value added
returns. The right business – the ideal customer clone – will
improve both top and bottom line numbers, energize your staff to
higher levels of performance and increase the customer’s overall
satisfaction with your company.
Know Where Your Customers Are: Without knowing your ideal
customer, how could you learn where they go, what they read, and
what associations they use. This is the foundation of targeted
marketing. Once you know this valuable information, you can choose
ways to get in front of prospects.
So how can you use this information? Target your marketing resources
to get a higher probability and achieve top of mind. Examples: If
your customers are affluent – place ads in sections they read like
financial and social areas. Find the organizations that high-level
officials give back to their communities and get involved. Get to
know them personally and professionally. Another area for a more
general approach is to attend trade shows or conferences where they
go. If you can give a presentation to the group as it will create
higher credibility for you.
Solve Their Problems: Stop using details and features – it’s the
problem they want to eliminate. All your products or services should
be identified as to the problems they eliminate. Product managers
waste resources by showing the details and whiz bang features of
their products – without explaining the solutions. Product managers
need to connect the dots of problem solving and measuring their
results. Then show the ROI and payback timetables that the customer
wants to know. Focus on the problems your product or service
eliminates and your sales will increase dynamically.
Use Pull Marketing Techniques: Sellers tend to push or pitch
products or services upon their customers and prospects. This is the
old school tendency that Mick Jagger wrote about in his song –
world is “pull” marketing. This new approach uses three primary
techniques: Public Relations (PR); Sharing Information; and Success
First, PR is the key to creating new product or service brands. It
creates a “buzz” for products or services for customers to find you.
PR has more credibility than advertisements and are accepts by your
customers as truthful. Manage your PR needs is to contact writers in
your local markets and trade associations. You want to be quoted in
articles of importance as an expert. Offer articles or ideas that
pertain to your industry to the local papers, trade journals and
magazines. Finally, you can hire a PR firm that understands your
share information with customers and prospects. This information
does not have to concern your product or company – it just needs to
be helpful or important to your customer or prospect.
use success stories to get customers and prospects thinking about
you as an option. Use these stories as direct mail pieces,
“educational extras,” newsletters to customers, attachments to
proposals and as a handout or leave behind at speeches or trade
associations. The key point is to use “like the customer” stories.
Likeness can be in the form of size of company, industry type,
demographic group or type of problem they are dealing with today.
Conclusion, whether you believe Mick Jagger had anything to do with
killing the mass market – it is dead! Review how your marketing
process is working. If you are less than happy with the results –
then use the niche marketing keys to turn your marketing success
around. Learn what works so you can say…” I get plenty of
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about Voss Graham.
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