Imagine my new food delivery startup delivers ultra-premium, Michelin-star-quality, $100-a-head food and wine anywhere in the five boroughs of New York.
Any marketing to people who aren't in New York, or people who aren't rich enough to spend $100 a head on a meal, is largely wasted.
Worldwide viral coverage on Reddit and Twitter? Youtubers and podcasters singing my praises? Meh.
But sponsoring the New York City Ballet? I'll get far fewer hits, but the hits I do get will convert at a much higher rate.
Any marketing to people who aren't in New York, or people who aren't rich enough to spend $100 a head on a meal, is largely wasted.
Worldwide viral coverage on Reddit and Twitter? Youtubers and podcasters singing my praises? Meh.
But sponsoring the New York City Ballet? I'll get far fewer hits, but the hits I do get will convert at a much higher rate.