Timing is Everything

As both a TV addict and a marketing professional, I always appreciate the value of good timing.

When I checked my personal email account this morning, I found the following email from Amazon.com.

The email says:

Dear Amazon.com customer,

As someone who has purchased drama television shows on DVD, we thought you’d like to know that the new CBS drama “Smith”, starring Ray Liotta, premieres Tuesday, September 19th at 10pm ET/PT on your local CBS station.

Bobby Stevens (Ray Liotta) appears to be a regular family man with a nine-to-five job, but in reality he’s the head of a close-knit crew of criminals who plot and execute high-stakes robberies. In seeking a few last big jobs so he can finally leave the business for a lawful family life, it remains to be seen if Bobby can extricate himself from the scores that give him such a rush, or if his retirement will be a forced one – behind bars.

Enjoy the show.

Amazon has mastered the art of relevance – talk about the right message, at the right time, to the right person!

Who knew that my propensity for Soprano’s DVDs would make me the target for another show’s marketing ploys. In addition to emails like these, every time I log into my Amazon account, I’m greeted by a suggested reading or viewing list based off of my previous purchases. Combined with the fact that I just finished reading a glowing review of this new show in a weekly magazine and on the drive in heard my morning radio show hyping it up, I think I’ll definitely tune in!

But the point of this post is that when you get right down to it, nothing beats good timing. You can market the heck out of something, but if it’s not relevant to the audience your marketing to, your message will be lost. This concept has many monikers – relevancy marketing, behavioral marketing, event driven marketing, etc.

But the bottom line is that sometimes we all need to remember to get back to the basics – take a close look at who you’re marketing to. Are they really your target audience? Are they really going to care about your message? Is the message really relevant to them? Are they likely to respond to the message? Do you have information about their past behavior that you can use to your advantage? If the answers to these questions are yes, then you’re a step ahead.

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1 Response to “Timing is Everything”


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