All Marketers Are Liars (Part 2)

My previous post i was talking about marketers are only story tellers. I continued to read chapter two of this book. It says that there are many types of people in this world. Many marketers fail because they can't catch what their target audience wants. Different audience have different perspective on the same ads.

Marketers can't totally control any ads impression or message to all audience. This is because different audience have different thinking and wants.
It's says "Marketing succeeds when enough people with similar worldviews come together in a way that allows marketers to reach them cost-effectively".

But there are also people like Steve jobs who successfully changed the audience worldview on Macintosh and then with ipod.

Marketers opportunity lies in finding a neglected worldview, framing the story in a way that these audience will focus on and going from there.

In this chapter it says;

A worldview is not who you are. It's what you believe. It's your biases.

A worldview is not forever. It's what the consumer believes right at that moment.

This makes me remembered about Starbucks case study that I've studied in my uni time. Everyone knows China is famous for tea. Almost everyone in China drinks tea. How Starbucks manage to successfully changed the China's people worldview to drinking coffee?

They are targeting the younger generation. They have make drinking coffee as a lifestyle. They manage to tell a story that the younger generation wants to hear or believe. This is why Starbucks successfully penetrated to China market. The target audience wants to believe drinking coffee at Starbucks represent that they are trendy and stylish. 

Another good point to be remembered :)

Posted in: Marketing,My Thoughts