How Not to Do Target Marketing


Will women buy a toolbox just because it’s pink? Don’t assume you know anything about what your customers really want.

Shopping for my stepson is always a challenge. So when his birthday rolled around, we found out what he wanted from his best friend: a stand-up rolling toolbox. That made perfect sense for Steve, a carpenter who had recently moved in with his girlfriend and had nowhere to store his many, many tools.

His father and I headed to the local Sears, which is known for its line of tools and toolboxes. There we found not only a great gift for Steve, but also a great lesson on how not to do target marketing.

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