Growing a New Audience

grown an audience - like bamboo

About three years ago, my next door neighbor planted a pot (pot, singular) of bamboo in the corner where our yards adjoin. The plan was for the bamboo to serve as a border. It quickly did that. Little did we expect that the bamboo had an ulterior motive: to take over the United States, starting in the Midwest. More specifically, our back yard. It’s now moving west and will arrive in Chicago in the near future.

Growing a new unintended audience - like bamboo

One morning last spring one of my kids looked out the window and asked “who’s that strange lady in our backyard?” Turns out, it was not just a lady, but several ladies from the local Chinese restaurant. They were cutting bags full of young bamboo shoots. My mother tutors at the local literacy center and the ladies were her students. This gets us 15-25% off an all ready ridiculously cheap order and a friendly “How your mommy?” when I visit (which makes me wonder about my mom’s teaching skills).

a new audience arrives to pick bamboo

Through their conversation, it came up that I had bamboo growing in my backyard. Apparently outside of our backyard, it’s hard to find fresh bamboo in our area, for now. From what I can see the situation is quickly changing. But every day for a couple of weeks afterwards, there were varying numbers of local people of chinese descent cutting bamboo. Bags and bags of bamboo left, without making any appreciable visual difference.

So, while the bamboo was intended as barrier, it found a completely different alternative use with a completely different audience through my “network.” The same thing can happen for you and your content if you follow the same steps.

Young Bamboo Shoots

  1. Plant new unique and original content in places where it can thrive.
  2. Let it grow. Watch over it, but don’t get in it’s way.
  3. Tell your network about it. While you might think you know your audience, don’t limit your thinking or assume that somebody might not be interested.
  4. Share it. When people are interested, be gracious and share. And thank them. Even when they block you in your own driveway.

Making your product and content, you might have an intended purpose. Your audience, intended or not, might discover it and take it in a whole new direction. You can learn and grow with it.

This entry was posted in Content Marketing, High Bar Marketing on November 4, 2013 by Devin Meister.

Don’t Call Me Francis

“Stripes” movie image from: https://www.democraticunderground.com/1018347426

Names stick. A classic scene from the movie Stripes is the introduction. One character introduces himself and says, “My name is Francis Soyer … but everybody calls me Psycho. Any of you guys call me Francis, and I’ll kill you.” After the rest of his rant, the drill sergeant quips, “Lighten up Francis.”

Anyone that has ever had a name or nickname that they didn’t like can relate. But whether you like it or not, name association can be powerful. That’s what Chrysler is experiencing with their truck line, and it doesn’t look like it is going to change anytime soon.

Read more about the challenges Chrysler and other top brands have faced in rebranding their companies and products here:

MY NAME IS RAM … FRIENDS CALL ME DODGE

What Would the ‘Mad Men’ Say Now?

EXACTLY WHAT THEY SAID THEN.

Every fan of Mad Men knows that the ’60s brought unprecedented transformation to the marketing world. 

Today, we’re experiencing a nearly identical marketing revolution driven by a plethora of maturing digital and social platforms, mobile, and changing habits.

The one thing that hasn’t changed for marketers is the need to grab the attention of the audience at the right time and place.

In 1965, Dennis Higgins interviewed five stalwarts of the marketing industry and compiled his findings in, The Art of Writing Advertising.  Check out  some excerpts that are relevant to the challenges marketers face today in the original post, Insights from the Real ‘Mad Men’, published Aug. 4, 2017 on http://www.wilsonadv.com/2017/08/insights-mad-men/.

Listen to the Women (and the Data)

Companies are striving for diversity because teams with a wide range of perspectives have more experiences and insights to draw from, making them more flexible and innovative in their problem solving. It’s even been shown that teams with more women perform better. However, achieving that team composition has been slower in some historically male-dominated segments than others. This excerpt is from a post published on Aug. 1, 2017 on the Teradata PARTNERS blog, Listen to the Women (and the Data).