A hairy place to do market research
Some years ago, a martial arts school asked me to get new local kids into their programs.
Problem is, I didn’t know much about the neighborhood. It was on an awkward side of town, cut off from the rest of the city by a big freeway on one side and a winding river on the other three.
Needless to say, it was pretty self-contained. People from there tended to keep to themselves.
But I needed to understand this area if I was going to sell something.
So I got my hair cut.
I located the commercial center of the area.
Saw a hair salon. Got a trim. And asked lots of questions in the process.
I got more from that experience than the hours of research studying census data, mailing routes and the local media.
Because it gave me useful — and, in this case, unedited — insights into what makes the community tick.
It helped me better understand the people who lived there.
And helped me deliver a win for the karate school owner.
About the Author
Brandon Roe is a direct-response marketing strategist, copywriter and best-selling author who has worked with clients in 8 countries and 3 languages over the last 20+ years.
He helps firms in the financial publishing and natural health industries use proven marketing to grow their sales faster.