Who do we market to?

Before I read chapter 5 in the groundswell, I thought duh, you market to people who you want to buy your product. You can tell people how great it and why they should buy it and on and on. But the book makes a really good point in that it is crucial to market towards people who already own part of your brand. By getting people to talk about how much they like your car or how much they like your clothing, they are going to talk. And people are going to listen to them because they own the product already and have experience with it. It is not like listening to someone who doesn't know anything about the product or who is just trying to make it sound good. It is real like experience which people take into consideration more and appreciate. So this chapter has totally changed my mind on who we market towards. Not only do we market towards new people but we market towards people who already own and enjoy our products.