Mind boost: 2 minutes.
Yesterday I watch an episode of the spin-off series Better Call Saul from season 2 and was amazed over how the criminal lawyer, Jimmy McGill (aka Saul Goodman) was able to target his right audience in terms of marketing to get new clients.
Every marketer knows that it is important to know their business and which customers you have. Whether you are in the car industry or selling newspapers, you should always know which of your customer segments is buying the most of your products. When you know your dream customer you can target your marketing to the same kind of prospects that you have as customers.
E.g the car industry.
You know that 65% of your total selling comes from youngsters at a age of 25.
20% of your selling comes from middle age men at the age of 45 and the last segment is the rest of 15%. This one is simple. In order to get more qualified selling you need to sell to the youngster segment at the age of 25 to get a good profit. By knowing your customers you can target marketing with new customers in the same segment to get a high ROI.
Jimmy McGill, did the same thing but went a step further than that. I will try not to spoil anything if you haven’t watched the series.
In episode 3 of season 2, Jimmy had a case of the Sandpiper Crossing which is a retirement home all over the U.S. He had a lot of clients and was able to build a case regarding Sandpiper for overcharging their residents. Jimmy started to build his case and he needed a lot more residents who could testify against Sandpiper. For starters he sends regular mails to the residents, and in one area the residents didn’t respond at all. He started to think that Sandpiper was throwing the mails away but he couldn’t prove it. And now the fun part begins.
Jimmy had been working with these residents for a while and he new their routine. Yoga at 9 o’clock, lunch at 12 o’clock and TV at 3 o’clock. And this was the same routine across the U.S. He came up with the idea of making a TV commercial with the message of letting the residents know that they might gotten overcharged by the Sandpiper. So he made a commercial for $700 which aired once, at 3 o’clock.
After the commercial was aired, the phones start ringing and after a day he had over 100 new clients. Well in the end he nearly got fired by doing this commercial without the bosses knowledge, but what the heck. He even argued the ROI of this commercial.
Even if this was a TV show for a spin-off of Breaking Bad – it’s exactly as Jimmy did, every marketer should do. Evaluate what you are best at, which customers do you have? How can you target new customers based on your customers? How do you target them? How much does it cost and what’s your return of investment?
Elders mostly don’t use computers, smartphones or other fancy pancy stuff that youngsters do. Keep in mind that different segments communicates in different ways. Even if you have a high engagement in sending e-mails or targeting by Google AdWords, you will have prospects on other places and the question you need to ask your self is: Where is my customers and prospects?
In Jimmy’s case. His customers and prospects only channel for communication was by the TV, at 3 o’clock. Brilliant.