The Cost of Macro Marketing in a Micro Market World

Macro marketing involves advertising campaigns designed to reach huge swaths of a given population. For relativity, consider the enormous reach of a Super Bowl advertisement compared to the branding on a free keychain tossed out at a local parade. Macro marketing seeks to convey an important message to as many listeners as it can find, somewhat without regard of the sales impact it will have.

Sometimes, firms desire to sway public opinion rather than market specific discounts. If we look at the turnaround Fiat-Chrysler has accomplished since the depths of the Great Recession we can see an incredible renaissance. Several years ago Chrysler released a hugely popular and well-received video advertisement during the Super Bowl. The campaign hinged on the phrase, “Imported from Detroit”. The ad was well complimented with edgy background music from Eminem, a Detroit native as well, and imbued a sense of patriotism in a brand that had seemed to shift from one product stumble to the next. Since then, sales at the manufacturer have generally continued a near continuous upward climb.

As we can see, macro marketing has its place, but does it really benefit the product seller as much as the price tag would imply? Television platforms charge huge sums for commercial spots broadcast to millions of view- many of whom have no interest in a given product. After all, how many 10 year old boys and girls really want to buy a Ford Expedition? The problem here is ad targeting. Macro marketing campaigns have tremendous scale, but lack the targeting necessary to match their price to actual sales results.

Micro marketing and simple branding are much lower cost choices for generating and maintaining mindshare while generally garnering much better results. A local credit union tossing small, branded frisbees during a parade in a small town is more likely to see measurable results from their efforts to increase brand awareness. A simple message that indicates a credit union can be joined by X group of people instantly expands their market of potential customers for the low price of about $0.98.

Make a smart choice when the time comes to market a brand or product and target that actual intended audience, save yourself some serious money, and enjoy the wave of sales momentum.

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