Just a tip for those that might read this and are in marketing...
Whenever someone tells you that by doing a targeted message, or a targeted campaign (no matter the industry) is going to take longer, your response should be "So."
If you think it is more important to rush something out the door now, be it a campaign, a promotion, a product, etc. than to take the additional time to make sure you have the right message reaching the right person at the right time, then you are doomed for failure.
This is the classic Ready, Fire, Aim approach, and I am mired in it right now. Everyone wants to seem like they are doing something so they come up with these ideas for programs, promotions, etc. and just fling them against the wall. Unfortunately nothing is sticking (as is usually the case). It's like shooting at a target without taking the time to actually aim. Eventually you might hit it, but what have you expended in the process?? The more people a message has to reach and resonate with, the more diluted, and the less effective it gets.
Take the extra hour, day or week to aim before firing. It will be worth it in the end.
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