Fine line between targeting your audience and stereotyping by Andy Carter
Targeting consumers that may be interested in your brand is vital. But it is crucial not to pigeonhole them as it can feel like they are being steroetyped by the business. This can lead to them turning away from a brand.
Understanding the wants and needs of consumers is vital. It is important not to group a wide range of people into one demographic
A great deal of time and effort is now spent by businesses to understand their customers and try to appeal to their wants and needs where possible.
This is, of course, good business sense and it ensures that no time or effort is wasted on marketing campaigns or online content that simply won’t do the job firms want it to do, such as generating sales or raising awareness of a brand.
However, it is important to appeal to these people without stereotyping them too much, as this will quickly turn potential buyers away from the brand.
Adjusting marketing drives
A new study published by w00t! Media has emphasised that companies should not be too hasty to put people into a box and categorise them.
This is particularly true for Generation Y, which the study focused on, also known as people born from the 1980s to the 2000s, quite a large spread of people.
The sheer range of ages, from 16 to 30, threw up a host of different results, which is unsurprising and something that brands should be keen to avoid.
Dan McDevitt, joint managing director of w00t! Media, said no other demographic is treated as an homogenised group in the same way that 16 to 34-year-olds are and this is where many advertisers and marketers are coming unstuck.
Providing tailored content and material that appeals to the various sub-sectors in this group is vital for businesses, as ultimately a teenager will not be interested in the same things a 30-something will be.
Who’s getting it right?
The survey found that some brands have understood this concept and are appealing to all levels of Generation Y.
The Brand Loyalty report found that food and drink manufacturers are particularly good at this, with the top brands list dominated by firms in this sector, such as Cadbury, Pringles, Walkers, Heinz, Coca-Cola, Galaxy and Kelloggs.
With Generation Y endorsing these brands in the study, it is clear that they understand their target audience, but have gone beyond the stereotypes.