Now there is an unlikely phrase to begin a blog with. It is not something that you may have thought to yourself. However, Ed Miliband’s interview with Russell Brand yesterday is a great example of how important knowing your market is. Although this blog touches on the election, it by no means reflects any political views of mine or BluKo as a whole. In the past I have been known to be a bit of a political nerd, so apologies to those not into the election, this isn’t really about politics it is all about your marketing.
When it was released earlier this week that Miliband was going to meet with the flamboyant comedian to appear on his YouTube channel, it was attacked from many different angles. David Cameron said that Brand is a “joke” and he has no time to “hang out” with celebrities. Now whatever your personal thoughts on politics or Russell Brand for that matter, it cannot be denied that Miliband has shown a great intelligence in understanding who he is trying to reach.
Core to Labour’s strategy is the young vote and thereby many disenfranchised voters. Now whatever your opinion on Brand he has the ear of this community, he is the one person in the media that is speaking up for them. So instead of Miliband trying to reach these apathetic voters through, what may be deemed traditional methods i.e. a newspaper interview or a Newsnight appearance, he went to where they are, he went where they spend their time and to the person they listen to. He knew his market and he has attempted to connect with them through the medium that they choose and understand. He did this knowing that he would be derided by many different parts of the media, however, what was most important was talking to that core market he was going for.
This decision is a great demonstration of knowing your market. An understanding of where they are, what they watch, what and who they listen to. You can spend months and years trying to talk to your market through the channels you understand and never get anywhere. That’s because you aren’t thinking like your customer. Understand them and use the methods of communication they prefer and you will see much greater results. Whatever you think of politics, this election or Miliband there is much for us to learn in the choice that he made to step into Russell Brand’s kitchen and attempt to connect with voters that others may have decided were unreachable.
I hope the political edge to this hasn’t taken away from what we can learn from this. You must live in your customer’s world and talk to them from a place they understand to truly connect. What things have you had to change in your marketing to reach your customer? Have you ever used something you never thought you would because your customer uses it?