“Go to where your customers gather”

🌟 Jim Blyth writes in 100 Great Marketing Ideas: Customers do not come to us magically or on their own. They think about buying our product because they need it. Therefore, identifying the right time, place, or situation in which a customer needs our product is one of the marketer’s most important responsibilities.

🌟 For example, the Ikarus C42 is an ultralight aircraft, but compared to other ultralight planes, it has several technical advantages. It has a cabin heater, more space, and a more attractive appearance.

🌟 The main problem is its price—the fully equipped version sells for £500,000. Because of this, the aircraft is not appealing to most people who are interested in ultralight flying.

🌟 For this reason, Aerosport, the company that owns and sells Ikarus aircraft, decided to offer it at a discount to flight schools so that their students could learn to fly using this model.

🌟 The logic was simple: once students received their pilot licenses, flying the Ikarus C42 would feel easy and familiar, making them more likely to buy one—either individually or jointly with other pilots.

🌟 After implementing this strategy, some flight schools even purchased additional aircraft to rent them out by the hour to students with lower budgets.

🌟 This example emphasizes that we must be present where many potential customers are gathered—and where they are most likely to need our product.

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