Get your audience to associate their life with your product
Have you ever watched a TV commercial and thought, “This is me…”? Well, I can definitely relate to the commercials you may have seen recently for Suave hair care products. Their target audience is harried moms with not enough time in the day to take a shower, let alone make themselves look beautiful (boy, can I relate!)
Their recent ad shows half of a woman’s body with beautiful, flowing hair, and the other half of the woman is doing “mom” chores, such as changing a diaper, doing laundry and reading bedtime stories her children. Their tagline: “Is Motherhood Messing with your Hair?” and their claim is that we can live beautifully (with beautiful hair) for less.
The Suave website also ties in with this theme, with profiles of real mothers and a way to create your own beauty profile.
What a great way to target a niche audience and make us seem as if their products were cherry-picked for us!
Are you trying to be all things to all people, or have you thought of a way to hone in on a specific targeted niche in which you might be able to tailor your marketing?
Check out your sales data. Survey your customers. Use your instincts if you have to. But take the time to think about who would use your product or service most, and make your advertising and communication tie into that audience’s thoughts and emotions.