Wednesday
Oct012008
Why the Rule of Resemblance Fails
The Rule of Resemblance bundles people together largely by demographics: age, sex, income, lifestyle, postcode etc. This largely flawed marketing strategy is used by media reps when selling to business owners. Don't worry it is used by big business too.
As Wizard Partner Michele Miller puts it, "The Rule of Resemblance strategy usually results in weak response and low (if any) return on investment."
Just because two people are the same age, listen to the same radio station and live in the same suburb does not mean they will respond the same way to your advertising message.
Michele Miller begins to explain the deeper complexities of customers and particularly female customers in her story The Business of Sisterhood. If you are serious about improving the ROI of your marketing dollars take a few minutes from your day and read this story.
Or you can listen to Michele in her Wondercast below.
Michele can be reached by email at: michelemiller@wizardofads.com
As Wizard Partner Michele Miller puts it, "The Rule of Resemblance strategy usually results in weak response and low (if any) return on investment."
Just because two people are the same age, listen to the same radio station and live in the same suburb does not mean they will respond the same way to your advertising message.
Michele Miller begins to explain the deeper complexities of customers and particularly female customers in her story The Business of Sisterhood. If you are serious about improving the ROI of your marketing dollars take a few minutes from your day and read this story.
Or you can listen to Michele in her Wondercast below.
Michele can be reached by email at: michelemiller@wizardofads.com
WonderCast: Sisterhood of Women from Michele Miller on Vimeo.
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