Question

Topic: Strategy

3 Stores, Same Mix, Different Target Buyers

Posted by Anonymous on 3/20/2009 at 2:53 PM ET 250 Points
I Work in an advertising agency which attends a client that has three department stores. The problem is that the three stores have different target buyers due to their location and the fact that they have the same mix. One of the is targeted to the adult public. The other one is for the youth and the third one is for people with an elevated buying power. Can i use mass media? Should i add something different to the logo? Help me
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  • Posted on 3/20/2009 at 5:28 PM Accepted
    With three distinctly different target audiences you clearly need different campaigns, probably using different media, and certainly with different positioning platforms. It would be nice if you also had different names, or at least modifiers in the name, that set them apart from one another.

    As you suggest, you can begin to do this with logo treatments ... though you need to be sensitive to any positive halo effect from the parent company name and not lose that in the process. This is a fairly complex issue.

    You might suggest to the client that they get to know the three different audiences better -- through some kind of market research -- as that will allow you to use words and imagery that is most relevant and persuasive to each audience. If you go with a "generic" approach you'll almost certainly be sub-optimal for all three audiences.

    Good luck. This isn't an easy one. (Are all the stores in the same geographic market?)
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