Goodman on Marketing

Know Thou Audience

This last month I learned, the hard way, that even marketers have to remind themselves to know their audience. The month was full of challenges, both social and in business. Some we won and some, well, we learned from (entrepreneurs never fail or lose, we just have “learning experiences”…).

First, we entered the Greater Des Moines Partnership’s Digital Do More Video Challenge. The challenge was to do a two-minute video on why people should choose Des Moines to live, work, and play. So our team thought, since we already had all the video equipment for doing our focus group work, we’d give it a try. Eric Bein and Carl Lingen in our office helped with the concept and production. We had several thoughts, but went with a theme of how in Des Moines there is really a degree of separation; it’s easy to get involved and to network with the key players in Des Moines. After all, we often say, “Des Moines isn’t a small town, and Iowa isn’t a small state, they’re a large room.”

So, off to film. Our thought was to highlight fun hot spots in Des Moines and “Have more fun, in Des Moines.” So we showed, yours truly, being kicked out of Des Moines landmarks and had a great supporting cast: Jeff Chelesvig, President & CEO, Civic Center of Greater Des Moines; Jeff Fleming, Director, Des Moines Art Center; Mary Sellers, President, Science Center of Iowa; and our own Terry Rich, CEO of the Blank Park Zoo. We had fun filming and editing and when we saw there were only 10 entries, we thought for certain we would win.

Well, this week the results were posted. We were not the winners, or runners-up, or three other place winner. Not even an honorable mention. We were los---; well we learned something. Embarrassing as it is, especially as being a marketer, we forgot to know the customer, in this case the audience. Going back and viewing the winners, they were all great at targeting the intended audience. They had impact on a positive perception of Des Moines and could create a “buying behavior” change for those looking to choose where to live. Our video was fun and entertaining, for those that already know Des Moines, and our guests Jeff, Jeff, Mary, and Terry. But, it did not reach the targeted market.

Later, when Suku Radia of Meredith Corporation asked if I would participate in the Habitat for Humanity fundraiser, “Mr. Habitat”(a spoof on Miss America), of course, I said yes; it’s hard to say no to Suku. I knew that my friend Tim Neugent (a serial entrepreneur) was a previous “Mr. Habitat,” so I called for advice. He said, “Jimmy, you gotta raise some money going in, get the judges to laugh, and play to the audience in the talent portion of the show.” “What talent portion?” was my reply, something that Suku left out. So, having no talent, I enrolled our three daughters (Natalie – 9, Ellie – 6, and Rubie – 3), into my talent.

Then, I obtained some corporate sponsors (thanks, Craig Damos – Weitz, and Frank Marcovis - G&L Clothing; thanks Frank, you outfitted “Jim and the Goodman Girls” with style) and received donations by spoofing the other contestants (see letter link below). When I saw the judges list of prominent business women, I prepared my first answer to whatever would be their first question, to play to the judges. It was a very fun event and we raised a lot of money for a great cause. Oh yes, the Goodman Girls were a hit, a great influence on the targeted audience.

So, as our team sat down to prepare to do our own marketing campaign on our marketing research and consulting side of our business, we sat back and watched which recent action really targeted to influence the buying behavior of the intended audience. And, we had to remind ourselves, in all parts of marketing, from the development of a new product, to its promoting, to distribution, and to end-users, it does not matter if we think it’s good, it’s what your audience, your target market, it’s what your customer thinks that matters. As I tucked my girls in, still fresh and giggling with the excitement of being on stage, and with Peter, Paul & Mary, “If I had a Hammer” still in mind, it reminded me that entrepreneurs really do have learning experiences.

To View all the videos and letter please go to www.ceoiowa.com

Jim Goodman is the President of Customer Ease, a marketing consulting and research company in Des Moines. Jim founded the CEO Center (Creative Entrepreneur Organization) for assisting in the growth of Iowa businesses. Jim is also an adjunct
professor for Drake University teaching Entrepreneurship and Marketing Research. To reach Jim: jimg@customer-ease.com or 515-471-1301.