They project their own media habits onto customers.
"Our people don't watch videos. Not our people." (Translation: "I don't watch videos.")
"Our people don't attend webinars. Not our people." (Translation: "I don't don't attend webinars.")
"Our people don't read newsletters. Not our people." (Translation: "I don't read newsletters.")
Foreclosing the use of entire channels based on your own media habits is foolery. A diversified marketing spend is a smart one.
And yet execs do it all the time. At their own peril.
"Our people don't attend webinars. Not our people." (Translation: "I don't don't attend webinars.")
"Our people don't read newsletters. Not our people." (Translation: "I don't read newsletters.")
Foreclosing the use of entire channels based on your own media habits is foolery. A diversified marketing spend is a smart one.
And yet execs do it all the time. At their own peril.
A new study by IEEE reveals, for example, that many engineers like videos, webinars, and newsletters. They also like many other channels:
No matter who they are—doctors, lawyers, Indian chiefs—you need a firm grasp of your customers' media habits, to counter the recalcitrant exec who says, "Not our people." - 67% routinely watch videos on YouTube
- 64% routinely read online catalogs (and 40% read printed ones)
- 36% routinely attend webinars
- 33% routinely read free newsletters
- 30% routinely visit online communities
- 22% routinely attend trade shows and conferences
If you don't have that data, get it now. A simple online survey will do.
