Why aren’t you pursuing a typical marketing path? Or are you, and it just hasn’t been shared? I’ve seen no evidence of your attempting to identify a consumer target, build a positioning, etc.
Why aren’t you testing your merchandise against the target? Someone with marketing experience should know that asking the people who are already converted (into EAs) are the exact opposite of those whom you want to test your message against, you want it to work with non-EAs you’re targeting. Frankly, if your testing was working, I’d expect to see much improved products and materials. They are quite poor at the moment.
Why are you pursuing PR? Not only do marketers know well about the unsustainability of PR, but also we know it’s a valuable, short-term resource that you don’t want to exhaust on low-converting material.
I do hope there are strategies behind each of these 3 observations, and it would be great to hear what they are and what I haven’t seen.
1) We’re working on developing buyer personas internally right now.
2) We are testing merchandise against the target. Check out this article here as an example.
3) PR in the social media world is a much looser and fluid thing than it used to be. This book has been especially impactful in shaping the Intentional Insights approach to PR.
On a meta-level, this EA Forum post was meant to get EAs interested in the project of creating merchandise, and building allies who might be interested in collaborating on it. If you have marketing expertise yourself, I’d be interested in the possibility of chatting with you about this. My email is gleb@intentionalinsights.org
If this is the case:
Why aren’t you pursuing a typical marketing path? Or are you, and it just hasn’t been shared? I’ve seen no evidence of your attempting to identify a consumer target, build a positioning, etc.
Why aren’t you testing your merchandise against the target? Someone with marketing experience should know that asking the people who are already converted (into EAs) are the exact opposite of those whom you want to test your message against, you want it to work with non-EAs you’re targeting. Frankly, if your testing was working, I’d expect to see much improved products and materials. They are quite poor at the moment.
Why are you pursuing PR? Not only do marketers know well about the unsustainability of PR, but also we know it’s a valuable, short-term resource that you don’t want to exhaust on low-converting material.
I do hope there are strategies behind each of these 3 observations, and it would be great to hear what they are and what I haven’t seen.
1) We’re working on developing buyer personas internally right now.
2) We are testing merchandise against the target. Check out this article here as an example.
3) PR in the social media world is a much looser and fluid thing than it used to be. This book has been especially impactful in shaping the Intentional Insights approach to PR.
On a meta-level, this EA Forum post was meant to get EAs interested in the project of creating merchandise, and building allies who might be interested in collaborating on it. If you have marketing expertise yourself, I’d be interested in the possibility of chatting with you about this. My email is gleb@intentionalinsights.org