Know Thyself

Know Thyself

Sound simple? Well it is – in theory. In practice however it seems that many companies fail to see who they really are and to whom they are directing their marketing. To illustrate (with a fictitious company):

Israeli Flags and Pins Inc. decide to market their website selling pro-Israel paraphernalia including Israeli flags, pins and bumper stickers. A novice marketer might decide that they are targeting Jews and start advertising in any Jewish website and publication that they can get their hands on. Hmm. Not necessarily the best approach. Are they really targeting all Jews. What about the extreme leftists that considers Israel an Apartheid state. What about the Neturei Karta section of Satmar. As a matter of fact, what about most “ultra-orthodox” Jews – when was the last time you walked through Boro-Park or Williamsburg and saw Israeli flags, bumper stickers and pins.

The real trouble is that Israeli Flags and Pins Inc. do not know who they are.

Let’s see if we can narrow this down a bit for them.

Who would be the most likely consumer for their flags? First, obviously, Zionist Jews.  Not simply people with a love of the land, as this would include those with a Chassidic leaning as well. No. I mean Zionists. The type of people that will protest the inane UN resolutions and condemnations of Israel. I mean those that go out and march in the Israel Day parade. Proud Zionists.

Zionists are by no means the only consumers of their products. There are savvy politicians and organizations that like to have an outward display of Zionism that will buy a button or a flag. There are Islamic extremists that may purchase some flags to burn in the middle of the streets. These are consumers, yes. But this is not the target market and this is not who Israeli Flags and Pins Inc. cares about. This is not who they are!

A fair definition of Israel Flags and Pins Inc. might be: a company that specializes in producing Israeli paraphernalia for Zionists.

Know thyself. This is not just important; this is the foundation of your entire business. Figure out who you are and via that self-same process figure out who your target market is. Only then attempt to start your marketing campaign.