What is the Difference Between Shotgun Marketing and Targeted Marketing?
Shotgun Marketing is defined as:
The practice of simply marketing to the masses rather than selecting a specific target market. An example of shotgun marketing would be to place an ad on prime time television without researching the buying demographic and focusing the message to that audience (target market). Shotguns blast shot over an area with the hope of a critical hit. The word shotgun is actually defined as “covering a wide range in a haphazard or ineffective manner”.
Advantages of Shotgun Marketing
Usually the cost of an impression is much, much lower than targeted promotions. As long as one does have a wide target audience the shotgun marketing methods can be highly attractive, especially when a business has an attractive introductory offer with which to entice new customers.
Drawbacks or Problems with Shotgun Marketing:
- The business has to saturate the market which can make it quite expensive to promote this way because of the number of “hits” or “impressions” it takes to produce viable leads.
- A business can waste time and money handling leads which are not qualified or screened. An example is a cosmetic dentist with a new patient offer that results in many college students responding: an audience which is both transient and unlikely to buy more than very basic dental treatment.
When Would Shotgun Marketing Be Effective?
- When the business has a product or service which a large number of people require.
- When a city or neighborhood contains many people who meet the business’s target demographic (such as average age, home value, etc.).
- When the business can or is set up to tolerate an large influx of leads.
Low Cost Shotgun Marketing Methods
- Every Door Direct Mail is a new USPS service where a business saturates a specific neighborhood or zip code with a postcard or brochure mailing.
- Shared or Marriage Mailing is an even lower cost mailing method where the business has their promotion inserted along with other promotions and the costs of mailing are “shared” by all the businesses, making it significantly cheaper.