A recent AdAge white paper concludes the concept of the "average American" is gone forever.
Whew! I'm relieved. If a media recommendation of A25-54 on network TV was still the best way to reach the "masses," we'd all be in trouble. The good news is media has led the way in segmentation.
While we have a gazillion channels (with nothing on), consumers have had more and more choices for several years. Yet most people only watch about six channels. The obvious conclusion is the markets are more and more segmented. Yet, you can consistently reach your targeted audience.
This also gives creative the opportunity to craft a message that ties into specific wants and needs of your targeted audience. Instead of just trying to appeal to everyone. It may be shocking, but I have worked with clients in the last few years who still want to have a "menu" approach to creative - something for everyone.
What initially may sound challenging is really just support for strong recommendations. The key is to know who your customer is. Or isn't. Guessing doesn't cut it anymore (it never really should have).
Showing posts with label consumer behavior. Show all posts
Showing posts with label consumer behavior. Show all posts
Monday, October 12, 2009
Monday, July 20, 2009
The Enduring Recession?
Per Adweek, consumer shopping habits in response to the recession will continue after the recovery.
The article mentions some research/testing, but it would be interesting to see more. The gas price example for the car business is based on advertising promoting mileage. The manufacturers have stepped up production, but the sales ratio to less efficient vehicles is not what you'd expect.
The recession has caused people to rethink their habits, but it will be interesting to see how "sticky" they are when consumer confidence is much higher. Consumers may feel like they're sacrificing now, but like changing a diet, it's not always effective long-term.
Buying habits will probably never be the same because companies have to "reinvent" themselves a bit in a recession. To go backwards might alienate new customers.
The key may be refining and defining your brand for your core and new customers. As the economy improves, you may want to test some older strategies that don't deviate too far from your updated positioning.
The article mentions some research/testing, but it would be interesting to see more. The gas price example for the car business is based on advertising promoting mileage. The manufacturers have stepped up production, but the sales ratio to less efficient vehicles is not what you'd expect.
The recession has caused people to rethink their habits, but it will be interesting to see how "sticky" they are when consumer confidence is much higher. Consumers may feel like they're sacrificing now, but like changing a diet, it's not always effective long-term.
Buying habits will probably never be the same because companies have to "reinvent" themselves a bit in a recession. To go backwards might alienate new customers.
The key may be refining and defining your brand for your core and new customers. As the economy improves, you may want to test some older strategies that don't deviate too far from your updated positioning.
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