Smart Resource Allocation
From a marketing standpoint, a great deal of time and money is often wasted hitting targets that don’t matter. Smart resource allocation can transform a business, or sales career almost overnight. After all, you have a finite number of dollars and hours. You must use them wisely. 
In marketing, DISCRIMINATE is a good word. You must discriminate. This means excluding the majority of people and delivering your marketing message(s) to a carefully selected minority; High Probability Prospects.
Let’s take a very basic example offered by Dan Kennedy: assume you sell landscaping services, waterfalls and fish ponds, ornamental plants. You transform ordinary backyards into beautiful gardens. And you want to sell your services in the neighborhood where I live. The “sloppiest” thing you could do would be run around and put an advertising door hangar on every doorknob. It’s cheap, but still wasteful.
The smart thing would be, first, to separate the homeowners from the renters. Then break out the homeowners by value or income, possibly by subscription to “home” type magazines. Then direct all your resources at these precisely chosen, ideal prospects. It’s more work, but much more effective than the shotgun approach where you try to hit everyone.
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