One of the biggest mistakes I see marketers make is picking too broad of a consumer target market. A tight consumer target market decides who is in the target and who is not in the target.
There is a myth that a bigger target will make the brand bigger, so the scared marketer targets “everyone.” There seems to be an irrational fear of leaving someone out. Spreading your brand’s limited resources across an entire population is completely cost-prohibitive. While targeting everyone “just in case” might feel safe at first, it is riskier because you spread your resources so broadly you never see the full impact you want to see. This fear of missing out (FOMO) gives your brand a lower return on investment and eventually will drain your brand’s limited resources. Please focus.
Every time I go to the airport, I see the shoeshine person looking down at people’s feet, qualifying potential customers based on whether they are wearing leather shoes. It reminds me of how simple it is to target those consumers who are the most motivated by what you do. Sure, they could be missing out on the very few people who have leather shoes in their suitcase. However, using a focused approach to profile consumers is a smart way to maximize your return on effort. If shoeshiners can narrow the focus of their target to people wearing leather shoes, why is it so difficult for you to narrow down your target to those who care the most about what your brand does?
Instead of going after who you want, go after those who want you
If you have a golf ball that goes longer than any other golf ball, go after those golfers who already hit it long and want to hit it even longer. If you have a new recipe for chicken noodle soup, go after those who love chicken noodle soup. And if you are selling a mortgage, go after those consumers who want to buy a house. Damn, that sounds simple. Then why do I see golf marketers go after people who hate golf, soup marketers go after those who don’t give a damn about soup and banks trying to sell mortgages to everyone.
To illustrate this point of focus, I look at three types of potential target markets:
- Selling target: This is pretty much everyone, as you sell to anyone who comes in the door and wants to buy, regardless if they fit your ideal target. However, “everyone” should never be a marketing target. You are spreading your resources so thin your message will miss out on really capturing those consumers most likely to respond, which provides an efficient payback.
- Marketing target: You should focus your limited resources on those consumers who have the highest likelihood of responding positively to your brand positioning, advertising, and new product innovation. A tighter target market provides the fastest and highest return on investment.
- Program target: When working on a specific campaign, narrow the target even further. Focus on people you want to stimulate to see if you can get them to see, think, feel or do things that will benefit your brand. A specific program target is smart when launching a new product, or aligning with a promotional time of year (including back-to-school or Christmas).
The case of the crazy bank that targeted everyone
I worked with a bank that told me its target market for a first-time mortgage (home loan) was adults aged 18-65, new customers, current customers, and employees. Sarcastically, I said, “You have forgotten about tourists and prisoners.” As I pressed to help them narrow their consumer target, they pushed back saying they did not want to alienate anyone just in case. I cringed at the word “alienate” and the idea of “just in case.”
Sure, the odd 64-year-old might be tired of renting for the past 40 years, but they would not be offended having a 32-year-old in the ad. You have to realize that people know when they are a natural outlier, and they aren’t offended when they are. The age target that would be most motivated by a first-time mortgage ad would be someone who is in their late twenties or early thirties.
I improved the target definition, even more, by adding, “They are looking to buy a house.” This thinking is equal to the shoeshine person looking for someone wearing leather shoes. No one buys their first house on impulse, and no one ever wanted a mortgage without buying a house. Consumers usually spend 6-12 months looking for a house. It sounds obvious, but why was it lost on the bank?
Think about the difference the focused target makes on the marketing programs. Instead of randomly advertising to everyone on mass media, your brand should focus your limited resources on the consumer who is most open to your message and where they are most willing to listen. Advertise on real estate websites during their lunch hour when they take a break to search the web for new housing options. Use billboards outside new housing developments and use radio ads on Saturday afternoons to capture them while they drive around looking at new homes.
Who is most likely to try your brand or love your brand in the future?
There are various ways to divide up the market to identify the most motivated possible audience. Here are three main ways to segment the market:
- Consumer profiling: Using demographics is one of the easiest ways to segment. While some resist demographics, you will eventually have to put someone in the ad and likely buy media using age. Then add in socioeconomic and geographic elements, and how they shop. Choose to focus on either current customers or new customers, but never both at the same time. Trying to drive penetration and usage at the same time will drain your resources. These are two dramatically different targets needing two different messages, two types of media, and potentially two different types of product offerings.
- Consumer behavior: Divide the market based on consumer need states, purchase occasions, life stages, or life moments. You can also divide the market based on purchase behavior, perceptions, or beliefs.
- Consumer psychographics: Psychographics look at commonly shared behaviors, such as the consumer’s shared lifestyle, personality, values or attitudes.
Segmentation forces you to focus. Please do not spend tons of money on a segmentation study and then try to figure out how to go after each segment with a completely different brand message. I have seen marketers do this, and it is borderline crazy. That is not the right way to use these studies. A brand can only ever have one reputation. While this shows 12 different ways you can segment, a good starting point is to use a combination of 3 or 4 segmentation elements to narrow down your target. The choice depends on the category.
Do you know your consumer better than your competition knows your consumer?
Brands should think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver. There is only one source of revenue; not the products you sell, but the consumers who buy them.
Consumer insights must show up at every consumer touchpoint
Knowing the secrets of your consumers can be a potent asset for your brand. The best brand communication should be like whispering an inside-joke that only you and your friend get. When the consumer insight connects, it makes consumers stop and say, “Hmmm. That’s exactly how I feel. I thought I was the only one who felt like that.” When portrayed with the brand’s message, whether through packaging, advertising or at the purchase moment, the consumer will think the brand is made just for them.
Building out a consumer target profile
I use seven fundamental questions to define and build a profile of your ideal consumer target:
- What is the description of the consumer target?
- What are the consumer’s main needs?
- Who is the consumer’s enemy who torments them every day?
- What are the insights we know about the consumer?
- What does the consumer think now?
- How does the consumer buy?
- What do we want consumers to see, think, do, feel or whisper to their friends?
Most marketers think of the type of consumers they want to attract. Why not change your thinking and go after those consumers who are already motivated by what your brand offers? So instead of asking, “Who do we want?” you should be saying, “Who wants us?”
You will find this type of thinking is in my book, Beloved Brands
Learn how brand leaders should think, define, plan, execute and analyze
- You will find strategic thinking models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer, and situational strategies.
- To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept.
- For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar, and specific project plans.
- To grow your brand, I show how to make smart decisions on marketing execution around creative advertising and media choices. When it comes time for the analytics,
- I provide all the analytical tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand.