The advantage of this strategy is that for every truly dedicated fisherman,
there are probably hundreds or thousands of rainy-day fisherman. Or, sunny-day
fishermen. Whatever.
The disadvantage is that these lukewarm people buy fewer bobbers. Actually,
they probably buy more bobbers, and basic hooks to use with night crawlers
they brought to the surface the night before by flooding their backyard
with water. But, they do tend to buy fewer of the killer-must-have-high-tech
lures. The ones made of plastic, but that feel like live bait. They tend
not to like the idea of casting something costing $5 into the weeds. It
is precisely these higher-end toys that the more expensive catalogs are
selling. Not to mention depth finders and other necessities. But, the
core buyers of such toys are the serious hobbyists.
It is precisely these higher-end toys that the more expensive catalogs
are selling. Not to mention depth finders and other necessities. But,
the core buyers of such toys are the serious hobbyists.
Lesson 2 of Direct Marketing
In addition to the real niche buyers, any market has many more less-informed
buyers who are much less price aware. They like to view themselves as
knowledgeable in the field under question, but at heart they are dilettantes.
Also, many people who are just getting involved with a specialty area
will have first marketing exposure to the area from the companies that
more aggressively promote their catalogs to more general audiences. These
will tend to be the more expensive glossy catalogs. [cont..]
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