I read a very interesting article in Ad Age recently by Mr. Al Ries, a consultant in marketing strategy. He raised some very good points about focusing one's marketing campaign instead of trying to appeal to all people. He used a solid example of how Burger King is struggling after it expanded its menu items, while Five Guys is excelling just selling burgers; no salads or fruit cups – just good old fashion burgers. In other words, Five Guys sticks to what it knows best.
NPR attracts an audience interested in being connected with new ideas and people. In collaboration with member stations, we present people to ideas, events and cultures locally, nationally and on the international stage. While we have expanded to providing content online and through various mobile devices, the content stays true to our mission. We may be selling the burger with a few extra toppings; but it's still a burger, not a salad.
Meredith Heard is the Research Analyst for NPR's Corporate Sponsorship & Development.