Do you remember these deodorant commercial slogans?
“Confident, dry and secure. Raise your arm if you’re Sure.”
Or this one
“Strong enough for a man, but made for a woman.”
Sure® deodorant’s campaign registered well with young men 16-24 years of age. Sure became one of the best selling deodorants among males in this age group.
After the start of the “Strong enough” campaign, Secret® deodorant has also been tremendously successful, especially among young females age 12 -24.
During research and development Sure® deodorant’s team discovered that confidence and self-assurance were the 2 main fears of young men when it came to hygiene. The team for Secret® learned that young girls wanted to be seen as young women, confident and strong. So Proctor and Gamble went on to produce deodorants for each sex.
Or should I say Proctor and Gamble went on to produce marketing campaigns for each sex.
You see, Secret® and Sure® are the exact same product; same ingredients, same patented formula, and even the same price. The only difference is the packaging and the marketing.
Sometimes prospects value products or are influenced to buy products for different reasons. Rather than delivering one targeted marketing message that focuses on only one group or developing a general marketing campaign that doesn’t speak to the issues of any customer, companies need to target defined groups and create separate advertising for each.
How to do this:
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Research and understand your prospective buyers. Define buying motives, fears and concerns.
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Group them into categories (as an Industry business to business example: manufactured home community owners, retailers, by location, age).
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Divide your marketing budget and resources proportionally, based on each category’s revenue potential.
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Strategically target each group with messages that address their needs and concerns.
MHProNews.com (MHMSM.com) offers the manufactured housing industry's best advertising opportunities for reaching factory built home professionals. Looking to sell direct to consumers? Utilize MHMSM sales and marketing programs that will help you effectively and efficiently reach your desired audiences, with well crafted, targeted messages, custom tailored sales techniques and proven closing strategies. # #
post by
Jeff Templeton
Business Development and Advertising
Business Development and Advertising
www.MHProNews.com
www.MHMarketingSalesManagement.com or www.MHMSM.com
Innovation – Information – Inspiration for Industry Professionals
www.MHMarketingSalesManagement.com or www.MHMSM.com
Innovation – Information – Inspiration for Industry Professionals
Office – 954-217-2571
Cell – 954-593-8897
Cell – 954-593-8897