How effective is it to focus your communication on one single individual? The first tought is that its pretty darn stupid and not very effective. But what if that communication is so strong that your laserfocused communication is triggering a domino effect. The one person you target communicates your message to her friends and her friends communicates it to theyr friends. You get it? It can be pretty effective if your communication is clear and strong enough. In theory of course.

So what if you make a special communication for every single individual in your target audience? It seems like a heck of a lot work and it probably is if your audience is really big. But this seems like a small audience kind of thing. This is direct marketing just pin pointed.

We did a little test on this back at school. We wanted to put some colors in the streets of Oslo. That’s nice and everything but what if we gave the flowers to people? What if every single flower was planted because of one single persons request? That’s what we did. We went online asked people of Oslo were they wanted some color in the city. Then we just went out planted the flowers at the places people wanted and wrote a little message to the person who requested it. The response was overwhelming. Receivers stumbled upon their flowers on the street and was amazed and blogged about it. We was satisfied about the effect.

That was a small scale test. Our ant farm. This one thing we sure are gonna look more into. Power to the people!