Ever been to a restaurant with a 10-page menu? There are lots of choices, but when you finally figure out what you want, your palate is so confused that your taste buds can only react with a big “meh?”
Yeah, we’ve all been there. If you want a great steak, go to a steak house. Not a sports bar that serves steaks.
Trying to be too much to too many people is never a good business model.
That’s why BMW and other successful companies live the mantra “Less is More.” They’re not saying they’re offering less quality or luxury – and they certainly don’t mean they will be selling their cars for less. What’s they’re doing is acknowledging that they’re not trying to be all things to all people, that they’d rather have fewer customers than lower their quality standards.
So why should you consider a “Less is More” philosophy? There are many reasons.
- You might find that with “Less is more” you are better serving your customers’ needs and wants. It is possible to satisfy a variety of customer needs with a limited product range by using different forms, bundles, incentives and promotional activities.
- The company philosophy of “Less is more” also helps when deciding on who to market and advertise to. It is proven that a more focused target market, with more targeted messaging, will give you better results EVERY TIME.
- While television, radio, newspapers, and billboards (a.k.a. the “carpet bombing” or “classic” marketing channels) offer pretty broad reach, they come with limited control over audience reach.
- How marketers target prospects is constantly evolving. Are you keeping up? Do you have the tools you need to focus in on your audience by location, platform, device, interests, behaviors, demographics and more?