BV-TV shows host Malcolm Gallagher says:

There's a saying in PR and Advertising and it is Spray and Pray. In other words, spray your marketing active around and pray that you get a result. Strangely enough, even in this restrained spending times, many businesses still do it, many times through vanity or poor advice. The better way is to be laser-focused and to do that you need to segment your market. Now that's not as easy as saying potential customers to the left and non-potentials to the right!  Solid segmentation can help you discover brilliant potential so I thought I'd make a video call for you to find out how it all works. Come with me in this Deeper Dive TV episode and visit the CEO of The Brain Marketing, Larry Kotch.

Click the YouTube link below to watch the video