When you’re planning on marketing to a specific audience — do you go where everyone else goes? In other words, if all your competitors advertise in a specific trade pub or in Times Square, do you go there too? Or do you think it’s smarter to find a quieter street corner?
If you decide to go where all the noise is — how do you make sure you get heard?
If you decide to go to the quieter street corner, how do you make sure the audience knows you’re even there?