An Inuit Lesson In Marketing.

Snow blankets the area where I live in Minnesota for at least 5 months each year.?Those people here using a weather rock simply pull back the curtains, peer out the window, acknowledge that snow is falling then resume their normal duties.?Those collecting their winter weather report on TV usually just get volume statistics and a timeline.?Deeper information conveyed beyond how much snow, where and when is as infrequent as a bikini in a blizzard.

What kind of snow makes the best snowballs is ingrained in just about every Minnesota kid.?As a young ski racer I got educated about snow at an early age.?Today, whether I’m shoveling it or skiing on it I recognize the many types of snow.?As a skier your concern is how fast it is, considering its condition and quality.?For waxing, understanding snow age, type, moisture content, dirt, pollen and other variables determine the best outcome.??

There are no less than 47 Inuit words for snow.?Boo’boo’naqinaq is a special kind of snow that only falls on sad Inuit women.?Vandalized snow is called puk’punk.?Kipip is depressing snow, tiptop is dull, annoying snow.?There are words for snow in the air- qanik, snow on the ground- aput, large snowflakes that make a sound upon landing- tla’papap, snow used for making whale-flavored treats- likipap.?Miq is snow given as a gift to the mother of an Inuit girl upon the successful arrangement of her marriage.

Surrounded by snow nearly their entire lives, the Inuit people have it figured out.?In tune with their surroundings they know how to read the landscape upon which they live and have defined not only how to succeed, but thrive.?

I really wish today’s marketers were as cognizant of the environment in which they operate.?Perhaps like you, I’m drowning in emails asking for, just 15 minutes of my time, to learn about someone else’s important business.?I gave up trying to politely respond to each one when the daily volume of just 15 minutes started to exceed 7 per day.?

Recently I did respond to a repeat offender.?His emails cleverly included, “Bueller, Bueller?”, referencing a favorite Ferris Bueller movie quote to gain attention.?But the message prioritized scheduling a meeting over sharing any sort of solution that might benefit me.?No website listing, no mention of his products, nothing that would make me say, “I can’t wait to talk with this guy.”?From his email I found his company and googling it revealed that he makes industrial screw jack conveyor systems for who knows what.?

It’s the Zenness in me that wants to cast into the universe any learnings from skinning my knees that might help someone else along their journey.?That’s why I write these postings.?Since this screw jack emailer did entertain me for a nano second, while simultaneously adding himself to my “clueless, don’t do business with” list, I thought I’d at least respond.?

Here’s the exact text, 3 constructive points as I see it:?

1. Why aren’t you targeting true potential buyers instead of guys like me who are not your target market?

2. Your email has no link to actually see what your company does.

3. Why doesn’t your email say something about who your company is and how it’s solving my problems?

Blood boiling time wasters who don’t understand their markets are barking in the wind.?CEOs and marketing people wondering why their open rates and brand interactions measured with a decimal point before the number fail first at understanding their customer realm.?

Being in tune with your market is crucial.?Elon Musk is apparently aligned with his Tesla customer base as its annual advertising budget is $0.?Ford’s annual ad budget is $1.8B.?GM’s is $2.2B and Toyota’s is $1.3B.?

That's got to confound every car maker that's not Tesla. If I'm on Ford's board, I'd have to ask, "How is it that we spend $1.8B and Elon spends $0 yet Tesla's market cap leads the industry at $185B, 7.5 times Ford's?"

Conventional auto makers appear resolute in their stance that producing and broadcasting expensive content through various classic channels is the right routine to spread their message.?Elon snaps out daily messages instantly using digital channels without production costs that circle the globe in minutes.?

To his nearly 37M followers Elon tweets 100+ times per month at a cost of $0.?If they’re not in the bathroom, Super Bowl viewers will be bombarded with 30 second ads costing $6.5M each.?You don’t need a slide rule to figure out which is the better scenario.

Whether you’re making snow balls, trying to win a ski race, score favor with a future mother in law or sell a product you so dearly invest in, it’s absolutely critical that you understand the domain in which you operate.?Smart scalpel makers aren’t marketing to auto body shops.?

A question:?Is your company’s marketing just barking in the wind or is it singing sweetly to the right buyers?