Booklets and Focus Groups, or Not
A future booklet author recently told me about the intention to use a focus group for guidance about developing the booklet and for ultimately mapping out the marketing plan for the booklet.
While I am not an expert on focus groups, the approach struck me as limiting if not ultimately becoming a self-fulfilling prophecy of sorts.
The future booklet author was thinking mostly about selling the booklet directly to end users. That immediately rules out the bigger large-quantity sales to companies and associations for them to use to promote their product, service, or cause. A focus group representing potential single-copy buyers would have no particular input to offer about the large bulk sales. Yes, it's possible to have a focus group comprised of more than one market, which can happen only if you are already aware of going in that direction.
What's YOUR thoughts about using a focus group for your booklets and your business?
Until next time,
Paulette - who has always viewed her clients as an ongoing focus group based on what they buy and what they want
posted by Paulette Ensign @ 9:35 AM
1 Comments:
A focus group might be useful if it was comprised of corporate folks - executives, high potentials, HR people for corporate sales to get a feel for what employees/leaders/HR might be interested in. However, I would rather do a survey asking things like "what problems would you love solved" or "what information would make your life easier."
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