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DJ in the student section/something new for the team run-out
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<blockquote data-quote="jojatk" data-source="post: 622128" data-attributes="member: 2627"><p>I understand where you’re coming from but it’s not. It would be fragmented marketing if the messaging conflicted. Meaning that the message to local recruits was one thing and the message to national recruits was the opposite.</p><p></p><p>In my work I deal with marketers at multinational brands all the time and they have to market to diverse groups because the people who buy those brands are very diverse. What you can’t do is say to group A “our brand is great for people who like X but dislike Y” and to group B “our brand is great for people who like Y but dislike X.” What you do is you highlight the strengths of your brand as they relate to each market segment. </p><p></p><p>Something else you do as a marketer is decide which groups are the most important for you because you can’t market to everyone equally. Sometimes you have to pick one or two to focus on first and clearly our football program has done that. But the message of “play for and represent your home, the 404” to the local kids is not excluding the national recruits to whom you are saying “come to the 404 and play in this dynamic environment at a great school.” That’s just not fragmented at all. </p><p></p><p></p><p>Sent from my iPhone using Tapatalk</p></blockquote><p></p>
[QUOTE="jojatk, post: 622128, member: 2627"] I understand where you’re coming from but it’s not. It would be fragmented marketing if the messaging conflicted. Meaning that the message to local recruits was one thing and the message to national recruits was the opposite. In my work I deal with marketers at multinational brands all the time and they have to market to diverse groups because the people who buy those brands are very diverse. What you can’t do is say to group A “our brand is great for people who like X but dislike Y” and to group B “our brand is great for people who like Y but dislike X.” What you do is you highlight the strengths of your brand as they relate to each market segment. Something else you do as a marketer is decide which groups are the most important for you because you can’t market to everyone equally. Sometimes you have to pick one or two to focus on first and clearly our football program has done that. But the message of “play for and represent your home, the 404” to the local kids is not excluding the national recruits to whom you are saying “come to the 404 and play in this dynamic environment at a great school.” That’s just not fragmented at all. Sent from my iPhone using Tapatalk [/QUOTE]
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DJ in the student section/something new for the team run-out
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