Know-How Exchange : Taglines/Names

Target Market (without being stupid) is everyone really.

A refined target market would probably be the young to middle aged professional.
Age range of 25yrs to 55yrs, both male and female. In a relationship or married/civil partnership.

Well ... a little tale from Drayton Bird. He of Ogilvy and Mather. He mentioned a tale about Bang & Olufsen. Marketed their stuff to your age group with an income of around $50,000. It worked a treat.

One day they hired a newbie and he dug around as newbies will. He found a box with cards that had been returned by proud owners of B&O systems. Leafing through this data - which by today's standards would be modest indeed - he discovered something quite startling. They were predominantly well over 50 and had an income of well over $100,000.

The marketing team applied this new found knowledge. They had been advertising in completely the wrong places. What's more, the data they'd received had never met any attention from the people it mattered to - so they sailed on blindly as most marketing departments do to this very day.

Needless to say, their sales took a leap.

There's another thing that Mr DB said - and that's when someone reads an advertisement and it's speaking directly to them they'll always buy more. That's not an 'if' it is a 'will'. Knowing who your demographic really is will make you substantially more than marketing to everybody. Sure, everybody will come along and take a look - those who buy from you would have bought anyway (or bought similarly). So catch them, speak to them - and them alone. The others may buy, but they might have bought anyway, and might not. Speaking to your best customers will encourage them to buy - and buy they will.

Howie Jacobson does some good work with his 'avatars'. Self-created imaginary customers that you can speak to. And yes, he learned from the wise Mr Bird too, and took it a whole stage further. He suggests creating a customer profile that goes as far as the names of their pets and their marital problems. Speaking to this imaginary person is perhaps the best start you can get https://askhowie.com

That means get data in as soon as you reasonably can - and act on it! Oh, and going through this sort of stuff in my mind sort-of generates something of the kind in my head too, so it's not just drivel.

Okay, so it is. Well, we'll just pretend it's wisdom today, shall we?

Taglines:

when you need a special something
loads of great ideas.
here and now: presents for the present
pressies galore!

any good?

By the way friends of mine know their metrics so well they can tell you the postcode of their best demographic.