Mastering
the art of involving, attracting and selling to a specific buyer persona is the
ultimate goal that every marketer should pursue.
When you
target your audience you learn how to reach them easier and you can use
cost-effective strategies to get them.
So,
once we understand who is our target customer we market to them in just the
right way.
Some
companies and branding events just "got" that. Let's see who is on
top of that game:
Seventeen
Almost
70 years old, Seventeen Magazine has been doing an amazing job speaking to the
teens of America. Of course the format changed over the years but the essence
remains the same as they've been approaching topics like issues and insecurity
that all high school girls have.
Picture from an articule on The Awl.
Apple
With
outstanding marketing campaigns, Apple knows how to touch their target
audience, which are not only general consumers but mostly business
professionals that are more then ever seeking efficient devices to make their
work life easier and pleasant. And Apple knows how to create a buzz around
every launching product that people feel the need of getting the new one. Take a look at this iPad2 add.
MySpace
Exactly,
MySpace is alive. They decided to change their target audience when Facebook
came out and showed to be a more powerful tool for people of all ages interested
in social networks.
So they
started focusing on a new persona, musician and music lovers. And that was a
great hit. MySpace now is the social network for music-related interaction.
They have great tools for musicians to market themselves.
Zipcar
Young professionals,
living in the city, passionate about travelling, can’t afford to buy a car or
simply doesn’t feel the need to buy one, people who wants to have a car when
they need without the worry of paying for gas, insurance and maintenance. That’s
Zipcar buyer persona. And they know how to communicate with them pretty well.
Taking advantage of Twitter and Facebook, using contests as a marketing tool
aligned with responsiveness and tone of voice.
Procter & Gamble
P&G is a multinational
consumer goods company that carries about 80 brands of household items. So
clear is their buyer persona… They go for the mothers who in the most cases is
the person maintaining the house. In their campaigns, they speak right to the
heart and which mother does not get emotional about their babies?
Fan Expo Canada
One of the biggest events in
Toronto, Fan Expo Canada has been grown considerable year by year since they
started. This annual multi-genre fan convention attracts people interested in
comics, sci fi, horror, anime and gaming coming nationally and internationally.
They speak the same language of their target, they have a strong presence in
Twitter, they advertise about the event in comic books and they have
partnership with game design school. With all these coolest
Lights held a world exclusive, album premiere listening party at Fan Expo Canada. Fans attending the sold-out event had the opportunity to hear her new album, Little Machines, in advance of the album release date.
I used as resource for this
article, 7 Companies that Totally “Gets” Their Buyer Personas by Rachel Sprung from
the HubSpot blog
What do you think about this? Do
you have an event or company in mind that is targeting like a pro? I can’t wait
for you to share your thoughts with me…
This was a great display of brands that get their target audience. The highlighted brands are right in line with the Red Bull and Victoria Secret marketing.
ReplyDeleteOne of my all time favorite for getting their target audience and market segments is Nike.
Nike’s Mission Statement is, “to bring inspiration and innovation to every athlete in the world.”
http://nikeinc.com/pages/about-nike-inc
This can be seen through their use of high performance athletes in many sports (cricket, basketball, track and field) across the world to endorse their brand. As a result, not only do they have loyal athletic customers, they also have everyday customers who are inspired by these athletes.
Malikah
Thank you so much for your input! You gave us such a relevant exemples.
DeleteThanks for sharing a topic that is so on-point with that we have been learning in class! The article gave us great examples that are still so prevalent today.
ReplyDeleteA company that I think is doing a good job with their target audience is Goodlife Fitness. They constantly have ads running on TV and they choose to align themselves and sponsor runs/walks across the city. I think they are keeping healthy active individuals in mind, from young professionals to people with families. I just discovered a blog on their website which has brief posts about recipes, personal stories of hardship/perseverance and other fitness related stories. The blog can be found here: http://blog.goodlifefitness.com/
Thanks again!
Grace Wong
Thank you for complementing it! Another great exemple. Goodlife Fitness as a brand has becoming stronger day by day. I have a sense that everybody in town if is looking for a gym, thinks first about Goodlife.
DeleteGreat article, Livia. It's always interesting to see how brands evolve and the article presented some great examples. What resonated most with me was the first example, Seventeen magazine. I used to be an avid reader back when I was teen and I am truly amazed that it is still a strong brand amongst adolescent and teen females. Another example of a magazine brand that has evolved is Chatelaine Magazine. Back in June 2013, the magazine celebrated its 85th anniversary! The first issue was launched in 1928, so the magazine has truly evolved.
ReplyDeleteThe magazine has been the voice of Canadian women and continues do maintain its core value i.e. the resource for women on tips on fashion, beauty, sharing stories and celebrating all the amazing and talented Canadian women. As part of their anniversary celebration, they revealed a new brand logo, showcased past covers and even partnered with Indigo to sell notebooks with a small selection of archived cover artwork.
http://www.chatelaine.com/85th-anniversary/
Regards,
Stephanie
Thank you Steph, for continuing the conversation… Definitely Chatelaine Magazine is another good example here. It’s not every day we can find a brand so successful for so long in the market, right? I loved their 85th anniversary campaign by the way.
DeleteI think Spanx is doing a great job at getting their audience and wow have they ever created a name for themselves - with women who just want to look and feel a bit better without the bulges. The rich and famous even swear by them and it's not even considered taboo to be wearing them.
ReplyDeleteInteresting... that one I didn't know... Thank you Anita!
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteThanks for sharing this article Livia! I found this article very interesting, and how a brand or company can become very successful simply because they just get their target audience's persona. Using marketing strategies geared towards the buyer's persona is definitely a clever marketing tactic. I particularly am a fan of Zipcar, and they really do get their buyer's persona. They have a very modern business model and understand their demographic and the urban millennial lifestyle. Getting to know your target audience's persona is really key in a successful marketing strategy!
ReplyDelete~Sophia Westguard