Know Your Target Audience
Doc Martens…Like a Wrecking Ball
By now you’ve probably heard about the Dr. Martens revival story.
The once-iconic 90’s brand has re-emerged, thanks to one controversial music video starring construction equipment and one even more controversial ex-Disney star.
Miley Cyrus flashed a now famous pair of cherry-red Docs in her most recent music video, along with (literally) nothing else.
If there’s one thing this shows, it’s that there truly is no such thing as bad publicity. One major factor, besides the nude celebrity, that helped attract a new audience was the brand’s marketing mantra, “We stand for nonconformity.”
They know their consumers and they market accordingly, which is why there were able to sell the company for $485 million this year.
Now, I’m not saying you should reach out to every agent in Hollywood in search of a nude celebrity to push your brand, but I am challenging you:
Know your target audience.
If you pay attention to such things, you’ll see a big difference between the commercials on Bravo TV and ESPN.
Why? Because those advertisers are catering to their target audience.
Stereotypically, anecdotally, and data-based-evidentially, most men don’t care which hairsprays have the best hold, and most women don’t care about what kind of deodorant their man is wearing (as long as he’s wearing it).
Finding your target audience is Marketing 101
Most companies don’t devote enough resources (money and manpower) to researching their consumers.
If you don’t know where to start, then how do you where to begin?
Start laying the foundation of your marketing plan by researching. By providing this information you are able to save thousands of dollars on wasted marketing and advertising that’s not reaching your target audience.
Thousands of dollars that can, perhaps, be used towards a new pair of boots?