The number one mistake most businesses and brands are making is that they’re trying to cast a wide net and hope that anything and everything goes in.
Why is this a problem?
Because if you’re trying to target everyone, you will get no one.
Rolex sold this epic glow in the dark watch range – and it’s kind of random and weird when you first think about it.
However, they were GENIUSES for this.
Why? Because, they chose specific audiences to serve, and in this specific instance.
Rolex is the official timekeeper for the Sydney Hobart Yacht Race, and because of this, they came up with this idea to launch a range of watches that were suited to deep sea divers, that withheld high pressures, were waterproof, and most importantly, were visible in deep, dark waters.
It’s bloody brilliant.
So you need to think to yourself, who are my specific niche audience, and how can I appeal to them directly?
