If consumers are the Fish then successful marketing requires the right bait to attract the Fish.

There are millions of dollars spend on the marketing equivalent of throwing the wrong bait in the water, and expecting the fish to bite.

Fishing where the Fish are without the right bait is simply a waste of time and money!

The key to success is understanding your target audience in terms of their interests, values, consumption, desires and delivering compelling content to them at the right time and place.

It is critical to have an understanding of the pond you are fishing in - being the local market landscape.