Marketing to the Masses Begins Slowly; Gradually Create the Buzz

When you're trying to reach a broad base of customers--that is the "mainstream"--it's an impossible task to do so initially. Customers generally do not buy products because of the great features you have. They buy products because of who else is buying. Well, if you're just starting and no one has bought from you--how can you sell your products? Start with the "venturesome innovators." These are people who like to try new things, and will move on to the next new thing once the current product becomes adopted by the mainstream public. For example, Beanie Babies didn't become a success overnight. The brilliant marketers targeted kids from high-class communities first. They did so by selling their products at affluent toy stores. Once these "venturesome innovators" started bringing their toys to schools, it generated a buzz effect. Affluent kids began to affect those around their schools who wanted to be the "in" crowd. So how did the mainstream begin to adopt the product? McDonald's, seeing a great opportunity, decided to offer Beanie Babies as Happy Meal treats. And, as they say, the rest is history. If you want to get to the masses, start with the few.

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