Bruce Springsteen, Boyzone and Linkin Park….??

I wrote this in May and thought that it is relevant now except for the timing of the band - especially as I hope to send the Achieve Marketing ezine out next week.

What do Bruce Springsteen, Boyzone and Linkin Park have in common? Answers on a postcard please as I’m still trying to figure that out!

I got an email from a wonderful ticketing organisation which reminded me about a concert I was going to - The Boss, Bruce Springsteen. The email had upcoming events that I might enjoy. They included Boyzone and Linkin Park.

I’m not sure why they thought I’d enjoy these particular bands. Is it because I like bands? Is it because I like bands that are made up of boys/men?

I’m still not sure why you would put Boyzone and Linkin Park in the same genre as Bruce Springsteen.

However, it got me thinking as I’m at the final stages in sending out the first Achieve Marketing Success Newsletter (I was thinking about it May! - it’s all about action in marketing too).

When creating emails or email newsletters, are we, as information providers, really speaking to what interests our audience?

I can tell you categorically that I am not interested in Boyzone yet I received an email suggesting that I might enjoy them. I think that I was segmented in a way that doesn’t suit me. The email wasn’t speaking to me.

I obviously filled in a form upon sign up but it may not be true today. I haven’t been reminded to update it or haven’t been asked if my preferences are still the same.

Failing to target a message at the right person at the right time can automatically kill a message. The delete button is hit straightaway and the message is dead in the water.

As I take my first steps into email newslettering, I’m going to put processes in place to define and segment my email listing. Then I’ll tune the message so that it is interesting to the target market.

In fact, I think I’ll apply my own SPIN formula to it. I’ll set objectives to target specific audiences with specific messages and I’ll put plans in place to fulfill these objectives. I’ll implement several different lists to ensure that all my audiences gets value from the ezine and I’ll nurture the results and feedback my audience will give me.

I’ll keep you informed of how I get on with the email newsletter so that all you information providers can SPIN your own newsletter.

Oh and by the way, Bruce rocked..even if he didn’t play The River

A New Era Dawns…..

Today is the first day of the new dawn. I’m starting a blog. It’s about time. Paul Browne showed me how to do it in December. DECEMBER! That is just under nine months ago!

It’s time to get typing. One of my passions in life is to share knowledge with others and help them on their journeys of success.

So this blog will be mainly a marketing and business related blog - offering musings of how we all can survive the market we’re in at the moment and get ourselves over to the other side - stronger and more determined.

Marketing is a circular process and it’s important that it is not an ad-hoc process. It needs to be consistent and regular. But it should also be fun, enjoyable and rewarding. Almost like this blog.

Let’s have fun and achieve marketing success.