Why Marketers Should be Licensed

Why Marketers Should be LicensedHere’s a thought. From now on, only people trained in accountable marketing should be licensed to do marketing.

Why? Look at this billboard. I saw it yesterday on the back of a New York City bus. It targets American Indians looking for work. Naturally, there is nothing wrong with this cause, yet there is something wrong with the marketing. Simply put, this ad won’t effectively reach its target. The vast majority of New Yorkers are NOT American Indians. In fact, Approximately 99.5% are not. Further, among that small portion who are, approximately 10-20% of those folks would be interested in and qualify for the advertised program. That means that at least 999 times out of 1000 this ad will NOT be viewed by its target. And let’s hope that the 1 in 1000 American Indian who is looking for work and driving behind this bus has a pencil ready to write down the phone number on the ad.

This ad placement is insane – and it’s not an anomoly. This kind of marketing heresy happens all the time, particularly among marketers who haven’t studied or practiced scientific marketing.

So from now on, let’s teach, test and license (or certify) only those who have mastered the science of marketing (hopefully that’s you). Or better yet, hire a company that understands accountable marketing because you never know when you’re going to get hit by a bus, if you know what I mean.

To get on the bus dedicated to scientific marketing, follow @KimmelsCorner on Twitter and KimmelsCorner.com

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