Kelly McDonald is a real marketing maven. She understands and applies the depth of marketing at its core – which is consumer behavior. Look no further than her latest book – How To Market To People Not Like You – and you’ll get a glimpse into Kelly’s winning formula; understanding and listening to the consumer.
In my conversation with Kelly, we spoke about what makes a bad campaign bad; and what make an amazing campaign amazing. Sometimes the gap is really narrow, but almost all the time, the missing ingredient is the intimacy with consumers. She starts with narrowcasting – identifying and creating dialogue with your highest potential market segment because ‘it’s better to reach 10% of what I call your ‘high-potential market’ than to reach 90% of a market that doesn’t really care about your company or your products.’
Once she identifies that niched segment, her real works begins; find out how….