Shotgun Marketing

What Is Shotgun Marketing And Why It Matters In Business

Shotgun marketing is a form of above-the-line (ATL) marketing, where popular mediums such as TV and radio are used to market to a mass audience. This technique of marketing targets as many consumers as possible. Also known as mass marketing, the technique attracts a large number of leads that, on average, might be lower quality in nature.

Understanding the shotgun marketing approach

The shotgun approach is used by businesses whose customers span multiple demographics. With this broad and diverse target audience, they may use a suite of different marketing channels to market their product.

Indeed, the focus of marketers in this approach is the product itself – which has similarly broad or generic product features that will appeal to several demographics.

Shotgun marketing is a form of above-the-line (ATL) marketing, where popular mediums such as TV and radio are used to market to a mass audience. It differs from rifle marketing, which utilizes below-the-line (BTL) marketing to target specific buyer personas through similarly specific and targeted mediums.

Businesses best suited to the shotgun marketing approach

The shotgun marketing approach is not suitable for every business, but those that are might have the following characteristics:

  1. A focus on reaching as many consumers as possible, with less of a focus on trackable metrics and earning a ROI.
  2. A goal of increasing brand visibility across multiple channels.
  3. Products with generic, mass consumer appeal.
  4. A large marketing and advertising budget.
  5. Broad physical or geographic presence, such as operating in many different countries or cultures.

Real-world examples of businesses who use shotgun marketing

Coca-Cola

Given that Coca-Cola operates in most of the world’s countries, it is not difficult to appreciate how large and diverse its target audience is. Coca-Cola focuses more on reinforcing its brand image by associating the drink with happy times with friends and family. Since happiness, friendship, and family are universally recognized themes, the company does not have to target a specific demographic in much of its marketing.

Colgate

Like Coca-Cola, Colgate is a business with high brand equity and a positive brand image that operates globally. It also relies on universally recognized themes such as white teeth and smile protection in its marketing campaigns across TV, print, and billboard advertising.

Netflix

A large part of the success of Netflix is down to its mass content marketing. The company has been known to use large, public art installations to promote its shows. It also actively engages in cultural conversations through the use of clever and relevant video marketing, reinforcing that the brand is aware of and a part of consumer trends.

While Netflix relies less on traditional forms of mass marketing, its more unconventional approach to promotion through art and culture is no less universally appealing. The company understands that most people watch television and that most will find some aspect of its promotional campaigns appealing.

Key takeaways:

  • The shotgun marketing approach is a form of mass marketing that appeals to a broad demographic with similarly broad product features or brand values.
  • The shotgun marketing approach is better suited to businesses with large marketing budgets that have less of a focus on ROI. These businesses may also have brand messages that transcend cultures and countries.
  • Traditionally, the shotgun marketing approach relied on mediums such as TV, radio, and billboard advertising. However, companies such as Netflix are using more contemporary methods of reaching a broad audience to drive sales.

Read also: Coca-Cola Business Model, Coca-Cola Distribution Strategy, Netflix Business Model.

Connected Marketing Concepts

Affiliate Marketing

affiliate-marketing
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Ambush Marketing

ambush-marketing
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Brand Building

brand-building
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Equity

what-is-brand-equity
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

brand-positioning
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

business-storytelling
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

content-marketing
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Digital Marketing

digital-marketing-channels
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Growth Marketing

growth-marketing
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

guerrilla-marketing
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Inbound Marketing

inbound-marketing
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

integrated-marketing
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

marketing-mix
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Personas

marketing-personas
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Multi-Channel Marketing

multichannel-marketing
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

multilevel-marketing
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Niche Marketing

microniche
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Relationship Marketing

relationship-marketing
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Sustainable Marketing

sustainable-marketing-green-marketing
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

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