Know your audience

By: Anonymous

Date: 26 October 2007

It was 'reality check' time not so long ago when I went to a Chartered Institute of Marketing meeting. The speaker was talking about best practice in Marketing. The focus was on big brand marketing, with the presentation illustrated by professional slides – campaigns we would have seen on the telly.

The guy sitting next to me stood up and asked the room how many people in the audience worked for a big FMCG company or large corporate. There were none, and he got a round of applause. Everyone in that room was self employed or involved with a smaller firm.