No More
Mass Marketing
A presentation by Karim Gargum, inspired by a Seth Godin post.

The Masses

Most businesses are
seeking the masses

They want the
big launch

The PR whirlwind

The aggressive
advertising campaign

They’re preparing the
‘big bang’

So What Happens
Next?

They start strong, they
‘shock and awe’ the
masses....

And they spend a lot
of $$$

They make a lot of
money....for a while

100
75
50
25
0
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Thousands of Sales

But they’ve built a
sand castle

After the fan-fare,
people stop paying
attention

They didn’t have a
solid foundation

What could they
have done?

Don’t Target
The Masses

Start Small

Can you find a small
group of people, and
create something they
fall in love with?

If you can, start like
that, start with them,
give them your full
attention

If you create
something they really
enjoy, they’ll talk
about it

Start a virtuous circle
for your product

You can always do the
‘big bang’ later

More about me - www.KarimGargum.com
The post that inspired me:
http://sethgodin.typepad.com/seths_blog/
2009/04/first-ten-.html

Photos sourced from these flickr profiles:
•http://www.flickr.com/photos/stignygaard/
• http://www.flickr.com/photos/clickclickclickclick/