Why We No Longer Care About General Brand Awareness

Unless you want generic clients, stop attending generic networking events. In the last few months at Array Digital and even more so at our sister company, Rival Digital, we have been focusing more and more on niche segments. At Array, we recently selected 3 segments we’re going to focus on. Over at Rival, it’s a lot more focused just on residential HVAC contractors. For each one, we have a very specific group of people we want to get in front of. In the past, we were part of a lot of generic business groups; basically, if you were in business and you wanted to meet people, Kevin and Erik were there. They’d spend time and money to get a membership because it’s great for general brand awareness. But now, we are no longer concerned about trying to reach everyone. — Erik J. Olson is an award-winning digital marketer & entrepreneur. The Founder & CEO of Array Digital, he is also the host of the Journey to $100 Million Flash Briefing and daily podcast, and the organizer of the Marketers Anonymous monthly meetups. — Kevin Daisey is an award-winning digital marketer & entrepreneur. He started his first company when he was just 23, and is the Founder & CMO of Array Digital. Kevin is also the co-host of the Journey to $100 Million Flash Briefing and daily podcast, and the co-organizer of the Marketers Anonymous monthly meetups. — For more information on the show, and to check out past episodes, go to journeyto100million.com!