Focused vs Unfocused Marketing

While marketing can be approached in a variety of different ways, two different primary forms will be focused marketing and unfocused marketing. There are many people who will swear by one of these or the other, but I don’t think either should make up all of the marketing you do depending on the industry you’re in. It is for this reason that some businessmen have different business card printing done for different audiences.

To get more specific with these two types, focused marketing has to do with picking a specific group of people and marketing to them. This means your marketing is geared to appeal to that one core group and no one else. With marketing like this you have a very high success right because you are quite literally making your marketing just for them.

Unfocused marketing has to do with trying to market to anyone that happens to be close by whether you know they’ll have interest or not. Sending out a mass mailing of postcards to anyone you can will be unfocused marketing, just as cold calling people will be.

There are those who say focused marketing is the only kind you should ever bother with. If you run a small enough business this might be true, but to completely ignore unfocused marketing is to cut yourself off from a lot of potential.

Everyone is going to be getting business card printing done, and a basic business card that describes your business and has contact information on it really won’t be much of a focused form of marketing. Does that mean you shouldn’t hand out your business card to everyone you can?

You should make the most of your business card printing by being sure that you seize on any potential there is for gaining a customer. The thing about unfocused marketing that turns many people away is that the success rate is naturally very low. However, because you’re targeting so many more people that doesn’t mean you aren’t having any kind of success with it.

The best focused marketing pushes are naturally going to be about narrowing down your scope and reducing the number of people you’re marketing to. That’s the only way you can design marketing material that will better appeal to them.

Your unfocused marketing can quite literally market to just about anyone. This marketing is often easier to produce as well because it requires less research ahead of time. It will cost more money though getting additional copies of your marketing material printed, and you’ll have fewer customers generated from this larger pool. This means you should only use unfocused marketing with cheap forms of advertising.

Both forms of marketing have their place and both can help advance your business. Focused marketing should be the core of your marketing pushes, but don’t let yourself completely ignore unfocused marketing either. You never really know if someone will want to do business with you until you ask.

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