Column – Let me take you through the process of transporting small children in the backseat. Of course, that has to be in a car seat. And nowadays that is no longer in the belt, but with a click system completely attached to the back seat. Great, because then you won’t have to fiddle with that car belt anymore. But a system that keeps your offspring safe and secure. It’s called Isofix.
And that system is of good quality. So good that you can easily buy them second hand. They also cost well over €100 new. And because with two children and two cars you need four seats, we decided that that was also a very good reason to buy them second-hand.
I decided to start my search in the wonderful world of Marktplaats. There I found a number of Isofixes, which were still quite expensive. Those sellers naturally take the trouble to photograph their product and create an advertisement for it; so they would also like to get something for it. Actively selling people, so to speak.
Search only partially successful. So looking for more options. I dusted off my Facebook password and decided to log into the place I used to spend hours.
Facebook certainly did not disappoint me, because there was a wonderful closed group with things for children, where only people from my region are active. A bit of regional targeting, so to speak.
No Isofix was offered, so I placed a call. ‘Does anyone have an Isofix at home that I can take over?’
Pop, pop, pop. Immediately some reactions. Because yes, there are people who have the system lying unused in the shed, but do not bother to actively sell it. Until a question comes along, then they are happy to answer it. For a few tens less than on Marktplaats. She’s happy, I’m happy.
This is also how it works with people looking for a job. Of Dutch workers, 11% to 13% are actively looking for a job. You can reach these people on the vacancy platforms. They are actively searching.
Yet no less than 64% of all people are open to a new job. So a much larger group. You just can’t reach those latent job seekers on that vacancy platform. When a call comes along that appeals to them, only then do they take action.
The point? Look a little further than the beaten track and reach people who are not so actively searching. Because it is precisely those latent job seekers, or latent sellers, who are of value. A cross-media use of marketing channels and different target groups. It can be that simple.
Source: www.frankwatching.com
