Right time, right person, right place

Swung by 9 inch marketing where the latest post hits on an elemental truth of marketing: The Right Three.  What’s The Right Three? Tayloring your message to the right person at the right time and in the right place. Missing just one of these can significantly impact the effectiveness of your efforts.

Several years ago I was at a conference and one of the speakers, she worked for a CPG I believe, noted that research shows that 4pm on a Sunday was the busiest time at the supermarkets so that’s when they ran radion ads. People were driving to the store, so they blasted them with ads for toilet paper or soup or whatever. Smart. 

I think Home Depot gets it right too. Sponsoring College Football Gameday on ESPN is perfect. Saturday morning in the fall and HD is all over ESPN, just before Dads start their weekend projects.

Understanding your consumer is more than just demographics like age and income. Understand how the consumer lives his life and you’ll have a better chance of getting The Right Three right.