Go fish! | TravelResearchOnline

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Go fish!

“Chivas Regal and Johnnie Walker start preaching to the choir in campaign aimed at Scotch lovers.”

This headline grabbed my attention not long ago. The gist of the article was “Fish where the fish are.” Apparently, there was an intense competition between “white” spirits and “brown” spirits. This competition was heating up and apparently, there was a need to change the strategy for selling more booze.

Rather than remaining focused on stimulating demand among consumers who do not already drink Scotch, the campaigns concentrated on wooing consumers who already do drink Scotch.

This is called “swimming down stream” and it makes good sense to me. Sell cruises to people who already appreciate the smell of a mid-night buffet. Sell lawn rakes to people who do not see the value in hiring a gardener. Sell computers to people who already know how to reboot.

Or, on a personal level, talk to your kids when they come to you with a question. Get the idea?

Go with the flow. Swim down stream. Fish where the fish are. Pick the low hanging fruit first. Why would you waste time trying to impress, explain, coerce, sell or cajole somebody who does not speak your language when you could be bonding with someone who is prepared and eager to give you their business? You want to sell Scotch? Talk to the Scotch drinkers. You want to sell travel? Talk to travelers.

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