Monday, February 11, 2013

Reaching A Diverse Target With Your CPG Brand

As a marketer, whether on the agency side or the brand side, we’re constantly trying to establish our perfect target audience. Are they single, married, with kids at home, high income, low income, interested in pop culture?
Once we find out key pieces of information based on hard and fast data we try to find the perfect “talent” or “model” or “actress/actor” to feature in our advertising to connect with our target audience in just the right way. But what happens when our target audience starts to get so diverse that one size no longer fits all?
Recent studies by Wing/WPP showcase non-Hispanic residents living in Latino-dense urban areas taking on the once heavy Latino-based trends such as high consumption of Latin food, music and sports. Latino influence on mainstream culture has been significant and forces marketers to reevaluate the boxes into which they’ve placed their target audience.
As ethnic populations grow and become more dispersed across the country, it should be expected that mainstream America will adopt more of their ways and preferences. The increase in ethnic food trends demonstrates this effect perfectly. Consumers have never been so willing to try foods from different cultures that were once seen as strange or risky. Today it’s all about the Instagram quality of what you consume.

If brands continue to do what they’ve always done, consumers will move on and products will be forgotten. If a brand can embrace a culture with influences from different heritages, countries and cultures, they can not only offer something new and interesting to their existing target but they will prove to consumers that they are willing to try new things as well. Consider trying a new product test with different demographics and emerging segments of consumers before introducing to mass markets.
DC Kids swimwear
Taking an even more forward-facing approach is swimsuit brand DC Kids. The new model face of the campaign is a 10-month-old baby with Down syndrome. With statistics predicting one in every 1,000 babies born in the UK to be affected by Down syndrome, the brand is proving that what was once seen as “different” is becoming more and more prevalent in society. Incorporating a model who would have easily been overlooked before and positioning them as a proud representative of a brand is one way DC Kids has taken a stand against “mainstream” pretenses.

Brands such as Nike and McDonald’s that have been successful in reaching diversified targets have taken the approach of focusing on product and brand attributes that connect powerfully with emerging segments. By involving consumers in a fluid conversation with your brand, you can adapt and grow into a brand that is relevant with the “new” mainstream.
There are small ways your brand can start shifting its thinking to fit into today’s ever-changing society norms. Incorporate small tests with emerging consumer segments and learn from the results gained. Start thinking in terms of how you can fit into consumers’ lives instead of how consumers can fit into your defined target audience profile.


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