This approach resonated with me because of our original decision to target Campaign Monitor specifically at web designers. Looking back, this decision was one of the best calls we made. Selling something to a niche market with unique needs makes it much easier to target both the feature set, and your message to that market.
Chris Monnat, the brains behind the rebrand realized this and was very careful to make sure ScoutMailer was pitched to the needs of his audience. Here’s what Chris had to say…
Scouts don’t do “email marketing” so I needed to present Campaign Monitor as a more generic tool to help them communicate with their members.
It’s a smart approach. So smart that I recently caught up with Chris to ask him the full story behind the rebrand. Check out the full interview.