I don’t usually find a huge amount worthy of remembering in the business section. But in a long New York Times magazine story about Toyota’s corporate culture and business success, the following paragraph jumped out at me:
Toyota is as much a philosophy as a business, a patchwork of
traditions, apothegms and precepts that donâ€™t translate easily into the
American vernacular. Some have proved incisive (â€œBuild quality into
processesâ€) and some opaque (â€œOpen the window. Itâ€™s a big world out
Ok, there’s more.Â Here’sÂ fantastic summary of audience-centric outreach:
Toyota focused the marketing of the Tundra on what Smith calls five â€œbucketsâ€: 1) fishers and outdoorsmen; 2) home-improvement types; 3) Nascar fans; 4) motorcycle enthusiasts; and 5) country-music lovers.
Anyone wondering why Toyota has become a major booster of Nascar or a sponsor of bass-fishing tournaments can see the logic. Itâ€™s also why Toyota is sponsoring Brooks and Dunn, the country-music duo. And dealers are taking new Tundra trucks to Nascar events, country-music concerts, fishing tournaments and the like. â€œParking lots tend to be a long ways away from where the events are,â€ Smith explains, referring to motocross competitions, â€œso we have our dealers setting up shuttles.â€ The plan is to pull up in a Tundra, offer visitors a ride but have them drive to the event on a slightly indirect course (laid out by a Toyota dealer). â€œAt the end,â€ Smith says, â€œwe say, â€˜Thank you, youâ€™re guests of Toyota, hereâ€™s a bottle of water, take a lanyard.â€™ â€
Figure out who your target audiences are, then go where they are, do what they do, and find a way to be of service to them.
This is great stuff — really worth a read.