beast. There is a valuable marketing lesson to be learned from the mighty piñata, or more specifically, the exhausted children seeking the candy inside.
View the piñata as the general marketing public, and the candy inside is your share of customers for whatever widget or service you offer. The broomstick represents a marketing message trying to reach those customers. Wham! Broomstick hits the piñata, or, message sent to potential customer. How long do you keep swinging? In the case of children and piñatas, they don’t stop until the candy falls. As it relates to marketing, I would argue the same “Piñata Principle” should apply.
While everyone would like a single marketing message to make “candy fall,” we all know that’s not the case. Research indicates multiple messages are needed – Repetition is a proven marketing approach. Those who take one swing at the piñata hoping for immediate results will be disappointed, unless they possess immense physical strength (brand awareness) or an oversized broomstick (large budget.)
In the world of small business, results are far more plausible through a committed, repetitive, well developed marketing plan which allows for multiple swings at the piñata. If you know the candy is there, make sure you have the stamina to take enough swings to reach your goal.
Read. Learn. Laugh.
Random thoughts, comments & opinions.