Ya Gotta Know Your Audience!
We were having some wine the other night with a friend who had just come from a private jet show in Geneva, Switzerland (sounds like fun!). He was telling us about what a great job one of the exclusive, high-end private jet companies had done to wow their potential customers.
He said that they gave a new iPad to each invited guest in which they had loaded all the specs for their various jets, including apps that let the prospects choose the plane they were interested and create a custom interior from all their choices – woods, carpeting, leathers, etc . . . They could see what their new plane would look like right there on the spot. Brilliant!
Everyone seemed extremely impressed with this high-tech marketing tool, until it was handed to someone my friend recognized immediately – Bill Gates, Founder of Microsoft.
His words? Something like, “Thanks, but no thanks.”
Someone had failed to think about how the Founder of Microsoft would react to being handed an Apple product to use in the process of a potential sale. It’s a small detail, you may think, but you really have to know your audience. What may seem like a small detail to you could end up being huge to your potential customer and could make or break the deal!
Have you witnessed a situation where someone didn’t think about their audience and blew an opportunity? If so, please share it here–I’d really like to hear about it. Thanks!