Mercator

Avoid the bullseye

The Republic of Ireland has fewer people than Yorkshire but there are still lots of marketing campaigns in Ireland that set about defining their target market with very tight demographics. Some even express their target market in terms of a bulls-eye - like ABC1 women aged 35-34, working outside the home. This level of fine-tuning can make sense in a country like America with 300 million people but in the Irish market it seems risky to wish to exclude so many people in a market that is already so small. Instead, concentrate on the feelings and attitudes in respect of your brand that most buyers tend to share, regardless of whether they’re eighteen or 80. Then use that information to talk to your customers in a voice and tone that is meaningful and engaging to them. [Link]