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Is Mass Marketing is Dead?

     Mass Marketing is dead in the Rep Business for the independent  Sales Rep is anyone actually reading the Industry magazines that are for ever being thrown at us?   But the news of its demise has yet to reach the obituary pages. And that's unfortunate. Because it's time that Rep Businesses gave up the antiquated notion that mass marketing is the panacea to everything that ails their bottom lines. Here's why you should give your mass marketing strategies a proper burial and shed not one tear for their long overdue death.

     Why is mass marketing a fatality in the competitive war for the consumer's dollar? Because the battlefield has changed. If you're still using conventional marketing weapons, or if your arsenal is the equivalent of rusted cannon balls sitting in front of the town hall, it could mean the death of your business.

     I propose that you get away from shelling your market with everything in the Madison Avenue advertising arsenal, such as magazine, directory and  expensive fashion shows , and fight your battles where you can win them -- in your own backyard.

     This goes against everything you've been told, such as: "Spend more money and your profits will soar." "Tell it to the world, and the patrons will come." If you throw enough money into a mass marketing campaign, hit enough markets, and make your message compelling, you'll succeed."

     Those are the principles that marketing leaders have had pounded into their heads for decades. Sadly, despite sinking time, money and creative juices into mass media campaigns, business that should be selling their products and services to consumers wind up going out of business or teeter on the brink of financial disaster.  The reason for this is quite simple.

       These businesses are targeting the wrong audiences in their marketing campaigns., unless you want another line to know you have enough money that you can waste it on an ad.

     The only way to succeed in the specialty Rep Business is to focus on the best consumers (usually top 50) within a your territory.   These people make up 75 percent of your customer base. Consequently, nearly 100% of your marketing dollars should be reaching these companies.

     Patron Profiler is a first step in taking control of your own marketing, and saving countless thousands of dollars in advertising spent in traditional the medias of print and magazine advertising.

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