Are you taking a shotgun or a rifle approach to marketing?
Many advertising agencies can help you to “brand your business” and “create awareness” using paid social media campaigns, tv and radio. Awareness advertising allows you to reach a broad rage of people, but most of them are not your customers.
- A “shotgun” approach is a scattered, “spray and pray approach” to marketing that broadcasts to a broad audience to find potential clients – awareness advertising.
- A “rifle” approach is focused and targeted, it brings your message directly to precise, selected targets – direct response advertising.
Gene Kelly, President of the American Gunsmithing Institute, believes that shooting sports retailers should (sic) “…do and ONLY do is emotional direct response advertising.” Awareness advertising has it’s place, but Mr. Kelly notes that most gun shop owners do not have the unlimited budget to do this kind of advertising.
On the other hand, the rifle approach, or direct response advertising refers to a number of tactics, including direct mail advertising and email.