Target or Market?
Your market, the people who buy your product, may not be your advertising target. This sounds like a crazy idea, doesn’t it? Why would you narrow your advertising market to sell more to your market? This concept is taken directly from a page of Al Ries’s book The 22 Immutable Laws of Marketing. There are some very interesting nuances here.
The Marlboro Man
A prime example is what Philip Morris International did back in the days when cigarette advertisements existed. Instead of appealing to men and women, they decided to appeal to men only. Not only that, they decided to narrow the focus drastically! They marketed to a “man’s man” – the cowboy. How many cowboys are left nowadays in America? Not too many! The brand was called Marlboro, the largest selling cigarette in the world, consumed by men and women.
Target the Dream of your Market
The apparent target of your marketing is not the same as the people who will actually buy your product. What do your buyers wish they were? Capitalize on their images of who they aspire to be.
Some great examples:
-The 59-year-old man who wants to feel 29 will drink the Pepsi that’s ”targeting” the youth.
-Your buyers may mostly live in a modest neighbourhood, so show the homes they wish they had in order to sell your doors or windows. Help them buy the idea that their home can look that amazing.
-Those sports shoes sold to the average North American teen by their basketball idol… Who doesn’t want to jump higher, shoot better, and make the winning point?
The Take-Away
When you consider a marketing strategy, consider your market. Who are they? What do they aspire to? Who do they wish they were? Paint the picture – target their dream and they’ll follow you there.