Huron Expositor, 2000-06-07, Page 13News
Straight Tatk From
THE
BUSINESS
DocToP
Fat Market
Thin Market
Fat Market Thin Market?
The fat market refers to all
of your potential customers
who don't want or need your
products right now. but will
buy them eventually. The
thin market refers to those
people who are ready to buy
your product right now. At
any given time there are
people moving from your
fat market into your thin
market. Obviously both of
these markets must be
addressed in your advertis-
ing. Which market is more
important to you? The
answer is your fat market.
People in the fat market arc
in the process of accumulat-
ing the information they
will use to make buying
decisions farther down the
road. They are therefore the
easiest to target for your
message.
I have on many occasions
expressed the belief that
positioning is the single
most important function of
a business. You will either
get positioning and that will
give you the opportunity to
win or you will not get posi-
tioning and will be guaran-
teed to lose.
Positioning is defined as
'top of mind recognition'.
Top of mind recognition
means you are the first thing
the customer in your fat
market thinks of when they
realize they need a product
you carry. Obviously if you
arc not the first thing they
think of they won't be com-
ing to your store first.
Positioning is about your fat
market. It is about influenc-
ing all those people in your
fat market with constant
spaced repetitive advertis-
ing so that they think of you
when they slip into your
thin market. Constant
spaced repetition is the only
human learning system. Be
in their face over and over if
you want them to remember
you when they need your
product. Being in their face
is about 'hits', the number of
times the people in your fat
market sec your name logo
and message.
This thin market is your
window of opportunity for
immediate sales. People in
your thin market have
already gathered all the
information they need to
decide who they are going
to deal with. Certainly you
can hope to attract those
thin market people with a
last minute ad but it usually
doesn't work. Many of us
have put in what we thought
were great ads expecting
100 people to show up
tomorrow morning and
nothing happened. That is
because the thin market
people made up their minds
as to who they were going
to deal with while they were
in the fat market.
Obviously. if you manage
your fat market effectively
the thin market will eventu-
ally look after itself. That's
one of the secrets to build-
ing a successful business.
The Business Doctor is
available for annual meet-
ings &;sales conventions.
Hilgendorff , Dale photos
Eating
in Egmondville
Crowds gathered May 24 for
a feast at Egmondville United
Church's barbecue, held at
the Seaforth and District
Community Centres last
month while William Froiser,
Paul Spittal; Phil Malcom and
Peter Spittal were among the
cooks on breakfast detail at a
community meal served up at
Van Edmond House lost
month.
THE HURON EXPOSITOR, Juno 7, 2000-13
8
R
z
E
R
C
A
l
u
N
K
L
E
N
P
0
1
N
T
E
0
INDIAN MOTORCYCLE MANAGER
La Tienda
"the shop"
Unisex Casual Clothing
Slorcwidc
Clearance
Flo Jo Sandals 30% off
& Accessories 20% off.
��frr,� over the performance
erformance allTAINMeNT zoc.0
exre-R
4A Tv;i4tte, ta tilt 2-044
DA 4CEVIDEO AVAILABLE HERE
until June 16
$20 (tax inducted) Order && Seaforth Harmony Kings the MEDS. ulous!" Sha Smith at laTienda
You"'This video is even have tohave children in the show to enjoy rt.
. - OURS: Mon. - Wed., Sat. 9-5:30 p.m.
Thursday & Friday 9-8:00 p.m.
MAIN ST., MITCHELL 348-4827 JIM Ce SHRRON SMITH
A
E
F
L
E
H
H
0
L
L
Y
w
0
0
0
e
L
T
E
H
SEAFORTH & AREA FIRE DEPARTMENT
FIRE FIGHTERS' ASSOCIATION of ONTARIO
CONVENTION
2000
AUGUST 4, 5, 6 & 7, 2000
THIS IS A GREAT OPPORTUNITY TO
WELCOME VISITORS TO OUR TOWN
PRODUCED BY THE HURON EXPOSITOR FOR
THE SEAFORTH AND AREA FIRE DEPARTMENT
There will be 1800 campers in town with day visitors as well
' You can simply welcome them to town, congratulate their efforts
or offer specials for the week they are here.
2
PARADES
1 -SUNDAY
1 MONDAY
SHOW THEM A WARM SEAFORTH WELCOME!!!!
THE HURON EXPOSITOR
Call Katrina or Terri -Lynn At 527-0240...call today
DEADLINE BY JUNE 15, 2000
PRICES: FULL PAGE $200. QUARTER PAGE $100.
HALF PAGE $130. EIGHTH PAGE • $75.
SIZES: FULL PAGE 7.5" WIDE X 10" HIGH HALF PAGE 7.5" WIDE X 5" HIGH
QUARTER PAGE 3.5" WIDE X 5" HIGH EIGHTH PAGE 3.5" WIDE X 2.5" HIGH