China Widener and Gayle Troberman discuss getting out of your own bubble of expected likes of your audiences
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00:00How do you capture enough of the different kinds of data to actually give you a different view and a different picture so that you can get to the totality of the human?
00:09Yeah, because I think it's not data, right? You said it. It's questions.
00:13Like, data can help us answer questions. If you're not asking interesting questions, your marketing's going to suck, right?
00:20I want to know, right, you know, padded elf sitting over there. You're going to hear from him in a minute, right?
00:25If you're thinking about how to reach the elf cosmetics fan, right, you're probably not thinking racing, but they are because there's a ton of passionate racing fans who are young and who are female and who are diverse, right?
00:40I think as marketers, we keep stereotyping our audiences, and so we're not asking that.
00:45What's the unexpected consumer? What is the thing consumers love at scale that I could be part of that I don't, that my friends aren't part of?
00:56Because I think we're getting trapped in our own bubble, right?
01:01And the things I love are not where my next target growth is at scale, right?
01:07We're tripping over each other to market in these same very expensive, very cluttered spaces, and then all of a sudden you open up a new space.
01:15Women's sports is another great example, right?
01:18It's on fire, and a year ago, nobody mentioned it.
01:22It was the most undervalued, undertapped opportunity.
01:25I'd say the same thing is true with audio.
01:28Go find where there's passionate fans, and then become, ask the questions then.
01:33Which sports? Which consumers? How do I break in? What matters to these people?
01:39Then use the data.
01:40So what you're really talking about is don't lean into what you know.
01:43Yes!
01:43What you're really talking about is identify what you don't know.
01:47Who else? Who might you be missing in the context of the thing that you're marketing?
01:54Who might be your unexpected consumer, in essence?
01:56And the only way you're going to actually know that is you actually have to have more engagement with the consumer themselves.
02:03You're welcome.
02:04That's what's goin' on.
02:21Hello.
02:21So what goes in?
02:23And here's how it goes!
02:24How are you for managerial companies?
02:25Well, with large scale管理, the new software you really want to sell at least 107 times.