Fish where the fish are
You’re on a yacht, on a beautiful clear blue day. The breeze is caressing you as you throw your line in the water, and wait.
Finally, after a lovely day (but catching no fish), you head back to shore. You dock next to another yacht, and see their crew busily unloading baskets and baskets of fish.
What’s the difference? They have the same kind of boat; they used the same kind of bait. They went out on the same day and were out for a similar length of time.
The difference is that they fished where the fish were.
You know where fish tend to hang out? Where there’s something for them to consume.
In a marketing sense, ‘fishing where the fish are’ is a core principle that should drive everything you do. As long as you know who you are targeting (your fish), you should be able to work out where they hang out, and therefore where to find your best chances of hooking them.
You can often figure this out based on the information they consume and trust. Young mums – try baby-themed chatrooms; procurement officers trust information from CIPSA (a procurement institute); entrepreneurs might read business magazines like ‘The Collective’.
But whilst the internet is a great big sea, it’s not the entire ocean. Perhaps you are targeting newly engaged couples? Wedding Fairs are still a very popular option. Do you want to access dog owners? Think about vets, pet stores or the local park. Don’t discount real-life as a marketing option.
Of course, you need to have clearly defined your target market. And then you have to provide the right bait, so that your offer is more attractive than all the other hooks in the market!
If you need any help defining your target market, working out the best tactics to access them, or how to make your bait the tastiest in town, contact Atomic Tangerine!
CEO & Growth Catalyst