Brands can only identify a fraction of their customers — typically fewer than 2 out of every 100. Good business starts with knowing your audience: 2% doesn’t cut it. Great business happens when you can recognize and make personal connections with your customers at scale.Continue the Journey
Is Your Marketing Still Guilty of Mistaken Identity?
Is Jennifer Greer a 50-year-old mother of three daughters? Or is she actually an 18-year-old male in need of his first real shave? That’s the question facing marketing execs at Gillette after a promotional package of razors landed at Ms. Greer’s doorstep instead of reaching one of the 2 million teenaged boys the personal care brand thought it was targeting.