Targeted & Focused Marketing

What I think is the art of marketing today is really a combination of things. I think it used to be how we stand out from the crowd and how we differentiate our business and then how we communicate those differentiations and put ourselves out there in all these places. I think really today it’s actually much more about how do we avoid the crowd and I don’t necessarily mean to be anti-social. I mean how do we do things that can attract the ideal customer, that customer that comes just because they believe in what we’re doing and that’s a big part of their journey. That goes for employees, that they believe in what we’re doing and why we’re doing it and they’re very drawn to that. In a lot of ways, effective marketing today is as much about us choosing who we want to do business with as it is about broadcasting a message and having people choose us.