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Target The Message, Don't Broadcast It

"Getting noticed" (Winter, 2005) makes a good point. Advertising in the Yellow Pages and in magazines only gets your name out there. Marketers need to push their services or products deeper toward the audience and make their pitches more personal.

We have a furniture manufacturing facility in Vietnam and have found that direct and specific marketing is more effective than broader advertising. The bottom line benefits, too. It is sometimes less expensive and more effective to directly go to the potential source of revenue -- that is, the customers -- than to have them find you via costly and ineffective ads.

Ian Tailyour

Glentruan Ltd.

Ho Chi Minh City, Vietnam

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