Reverse engineer your marketing efforts

When most people think of reverse engineering, they probably have thoughts of disassembling some high-tech component or software code and learning what makes it tick, and then creating knockoffs for an unfair competitive advantage.

Reverse engineering is defined by Wikipedia as “the process of extracting knowledge or design information from anything man-made. The process often involves disassembling something (a mechanical device, electronic component, computer program, or biological, chemical, or organic matter) and analyzing its components and workings in detail.”

I’m a fan and practitioner of a different type of reverse engineering: Marketing reverse engineering.

Example: A financial institution wanted to target high-net-worth individuals who recently moved to the area. A list of new homeowners purchasing property over a threshold dollar amount was developed. These recent homebuyers were given a free-gift subscription to a local business magazine with a letter from the publisher. The letter both welcomed the newcomer to the area and as a new subscriber to the publication. An introduction was provided to the recipient about the financial institution that had arranged the gift subscription.

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