👽 Never everyone

It is Friday when I’m writing this. How will the world look like on Monday morning? I have absolutely no idea. Are we all watching a train about to crash into a wall, or will everything be okay, just business as usual? By Sunday, we'll know. In the meantime, I will try to be my happy self and tell you all about my marketing adventures and learnings of the week 💥

➡️ Marketing: The target market is never everyone

I share my stories with you – and by you, I mean everyone interested in marketing and communications. Honestly, I still struggle with defining my target audience. I know better than anyone that the more precisely you describe your target group, the better your sales is. But like a shoemaker with broken shoes, I find it incredibly difficult to clarify my own story. For someone else? Like a charm. But for myself? The cliché of choice overload. Let me give you an example.

This is what I love to do, so this would be my Key Offering: I provide strategic marketing support and inspiration to help your marketing team become stronger, more innovative, and more effective.

• Strategic Marketing Support: Tailored strategies to strengthen your marketing efforts and drive innovation.

• Inspiration: Fresh, innovative ideas that invigorate your marketing team and fuel their creativity.

• Mentorship: Guidance for junior marketers, helping them grow and become effective contributors.

In short: I help your marketing team perform better. But next question: who would be my ideal client then? This is what I have determined so far:

1. For Companies Seeking Clarity:

   • Pain Point: Undefined brand story and identity.

   • Solution: I help articulate a clear, compelling story that defines who you are and what you stand for, aligning your brand with your core values and mission.

2. For Companies with Junior Marketeers:

   • Pain Point: Lack of senior guidance and experience.

   • Solution: I offer mentorship and tailored strategies to bridge the gap, accelerating their growth and effectiveness.

3. For Established Marketing Teams:

   • Pain Point: Stagnation from habitual practices.

   • Solution: I inject fresh ideas and innovative approaches, revitalizing your marketing efforts with new energy and perspectives.

These are three different target groups. But auwch, I saw this post this week and the red flag is completely correct! 🫣😱

I've never studied marketing, but I have worked in media and journalism my entire life before I became an entrepreneur. I master storytelling, and I’m a very good listener. It was at VRT that I took my very first steps into marketing. It went like this (and this is not a joke): "Here is a budget of xxxthousends of euros, tell us what you're going to do with it." Well, that’s what they call being thrown in at the deep end. Sink or swim. I swam and learned a lot. Like: a target group of everyone is not a target group. It will never be. That was my biggest frustration at the television channel Eén. Try doing marketing for everyone is impossible.

I’ll keep you posted about my next steps. If you have already some advice or feedback, just reply, I’m listening!

➡️ Branding: For Every Season

Old ad, but makes my point. Every car has it’s target group.
And man, I suddenly miss my Golf of the early 2000! (It was the bachelor one)

➡️ Marketing: it’s not about you

I’m still reading my book tip from last week: “Impact maken met humor” (sorry, only in Dutch). If you ever want to give a keynote that isn’t sleep-inducing, read this! Author Malinka Verwiel brilliantly explains the principles of humor. But she also shares an important message that we sometimes forget: It’s not about whether you find something funny, it’s about whether the audience does.

This same message came through in an interview I read with Laura Govaerts, an MNM presenter working on a podcast about her journey to becoming a DJ at Tomorrowland. She has learned to listen to her audience and not just do what she wants. “I’ve also noticed that an audience doesn’t always react enthusiastically to a set you’ve meticulously prepared. It’s important for a DJ not to stubbornly stick to your plan, but to respond to the vibe. Sing-alongs and tracks like 'Gasolina' by Daddy Yankee always do well. By playing at youth parties, I now know that teens are used to fast music, around 150 or 160 beats per minute. So, I adjust with techno or TikTok hits.”

Focus on your customer. Not your product.

➡️ Brandlove: Jeep will take me there*

In the meantime, I’m starting to dream about my holiday in less than three weeks! We are going to Africa – first timer here. Maybe that’s why this ad spoke to me. Or maybe it’s just a great ad. 🤷‍♀️

Jeep isn't just selling a car. They're selling a lifestyle. A spirit of adventure. They’re saying: "You know those wild, untamed places you thought were unreachable? Jeep will take you there." That's the power of great ads.

(For the holiday we rented a Toyota. But a girl can dream, right? 😅)

There were suddenly a lot of cars mentioned in this newsletter. How did that happen?

See you next week, Bronkeys. (Three to go until holidaaaaaay!)

X Ingrid