actionable marketing guide

Dear

Happy Halloween!

Our neighborhood takes Halloween seriously. The Halloween Parade used to end on West 23^rd Street and Avenue of the Americas (aka 6th Avenue.)

Friday night, my husband and I got out of the subway at that intersection. In front of us 6 people caught my attention. It was their bare legs and high heel platform shoes!

It took me a minute to realize the group wasn’t just women. One person turned sideways. His reddish beard jutted out abruptly from beneath his brown flip wig. 

In our neighborhood, it’s not just Halloween when people don clothes of the opposite sex. 

Halloween gives everyone permission to be themselves. Or whomever they'd like to be.

One of my nephews went through a period when he dressed up every day. Each morning, my sister asked him, “Who are you going to be today?”

Do you ever want to be somebody else?

You may wonder why I bring this topic up in a marketing newsletter.

It’s not because Halloween is a growing shopping holiday. Although I was surprised to discover it’s power extends beyond the US. When I was in Bogota, Colombia, a shopping mall was decked out in its Halloween finest.

Rather I ask because, as a marketer, you must know your target audience.

Not just who you think they are.

Not just superficial demographic information. Like the people in front of me on Sixth Avenue, their costumes didn’t give any insights into how they really thought.

You need real answers to these 5 questions about your target audience regardless of whose shoes they’re wearing!

• WHO needs information (role)?

• WHAT information do they need?

• WHY do they need information?

• WHEN do they need information?

• WHERE do they seek information?

BTW, here’s how to create a marketing persona. 

Without this information, your B2B or B2C marketing campaign can be seriously off track. This isn’t a Halloween trick.

Your prospect is in market long before you know it. Therefore you must understand their information needs and provide the information they actively seek.

Even though it’s Halloween season, don’t let that make you scared of social media, please join me at Social Media Marketing World in San Diego.

Happy Marketing
Heidi.

Heidi Cohen
Actionable Marketing Guide

Don't Get Spooked By Holiday Marketing

Don't let holiday marketing "creep" up on you unprepared

"TREAT" yourself to these eight tips to boost your "SPIRITS" and clear out the cobwebs from your seasonal marketing strategy. From iContact.

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