Spend Your Time Where Your Customers Are

By far the most popular question entrepreneurs ask me is, “how do I get coverage for my startup?” Many ask me about specific steps to get on x blog, y newspaper or z television show. My first reply is typically to go where your customers are. Usually I get either “a-ha!” or dead stares in reply.

To illustrate the point of spending time where your customers are, check out the below campaign my friend Mark sent me last week.  You can check out the full campaign on the FreshHome website. The Ikea campaign is running in the subway tunnels of the Paris Metro system. Frankly I would most likely never purchase a couch or a bed at Ikea. In my apartment, I have many Ikea products that are not actively used (e.g. lamps, storage, etc.). By placing Ikea couches and tables around the Paris Metro stations, it gives consumers like me a chance to test out the goods before buying. It also helps me keep the Ikea brand top of mind. Instead of sitting on a hard subway bench, you wait for your train on a comfy Ikea couch. Instead of hoping that customers will think of Ikea when they need a new livingroom set, they have brought the goods to the consumers. What better place to get customers to “play” with their products than the idle time of waiting for a subway.

So the tip for today is to think about working for press and promotions where your target customers are instead of hoping and praying that a few blogs or newspapers cover your startup.