Mermaid is legends by sailors who travel in the deep sea, a half-women who dwelled near rocky cliffs and sung to passing sailors. The sirens would enchant men to steer their ships toward the singing — and the dangerous rocks that were sure to sink them.

I don't know if mermaid exists or not but it seems a great marketing example. Want to know HOW???

The very first thing is they know their target Market and they are present in the very place where their target (sailors) are available. This is where so many people go wrong. They’re so afraid they’ll lose business by focusing on a subgroup, they’ll try to be everything to everybody. The inevitable result is they don’t have anything specific and influential to say. They also lack the resources (money, time, and energy) to promote to a broad general audience

The second thing is Message. The song which they sing enchant men to steer their ships toward the singing. Your target audience have a question "What’s In It For Me?" It’s now up to you to craft a specific and meaningful message directed to your market. Remember Your market isn’t so much interested in you, only in what you can do for them. It’s better to have something that your target market WANTS. Indeed probable – that even for the same product we need different messages for different market segments (because wants and needs of a different market are different).

The third thing is Media. Their voice (Singing) is the media. This is the big (HUGE!) list of all the different ways you can put your message out to your target market. Some people think certain media are better than others… I’m more of the opinion that media is neutral – it becomes a better choice for you and your business when it

a. Will hit your target market right on the nose

b. Is easy for you to properly relay your message and

c. Is accessible to both your business and your target market.

Mermaids were successful in writing a marketing communications plan using the 3Ms, they end up with a plan based on precise ‘straight lines’, rather than a tangle of different messages being fired in all directions towards different types of customer.