Reaching Your Un-Customers

Maybe you have never heard of un-customers.

I first heard the term in Peter Drucker's "Management Challenges for the 21st Century". It refers to 99.99% of the world population who have never heard of your product.

If you are relying on Search Engine Marketing to reach these potential customers you are in trouble. These customers are not searching for your product.

There is, of course, a few people who will find your product while searching for something else. The 'long tail' effect. This is a way to augment your normal marketing, but in itself is not a viable marketing strategy.

Broadcast media is a vital part of any marketing strategy. It reaches the un-customer.

However, the concept of broadcast media has changed. Targeted broadcasts include online banner and PPC advertising. Advertising for TV, radio and print can be both general and targeted. And, as the competition for advertising dollars increases, the cost of all broadcast advertising is coming down.