Who really buys your products or services?

28/05/2013 11:27:58
Share     
When it comes to promoting a product or service, it’s worth reminding yourself who it is that you’re marketing to.  Do you know both your customer and your consumer?

Consider the case of the ad campaign earlier this year for Lynx deodorant featuring a fireman and spaceman.

Firstly, it’s worth saying that Lynx manufacturer Unilever has never been afraid to court controversy in the marketing of its male grooming products range.  It has on many occasions been accused of blatant sexism and has even been hit with bans by regulators.

But the TV ad featuring a hunky fireman rescuing a damsel in distress, only to then pass her onto a more humble looking man dressed as an astronaut is working on many levels.

According to research, half of all male grooming products are purchased by women.  It may sound stereotypical or sexist in this age of enlightenment, but often it is women, be that wives, girlfriends, partners or – in the case of younger men –mothers, who end up buying toiletries for their husband, boyfriend, partner or son.

So the ad must appeal to women as well as men.  How does it do this?  Amongst other things, it throws into the mix the heroic fireman – albeit in a very tongue-in-cheek way!

Other ads for men’s products are far more directly targeted at men.  Gillette, for example, typically advertises using sporting heroes like Roger Federer or actors who are cast in strong, masculine roles.

It highlights the importance of reaching different audiences through your marketing campaign and knowing your market inside-out.  Regardless of the end user, do you know who is buying your product or service and how does this vary according to the time of year and location?

Know your audience


A florist will undoubtedly sell more flowers to men than women in the run-up to Valentine’s Day. A PA could be the single most important person for a company selling business travel services or hotel accommodation for executives as they will often be the ones asked to find it and make the booking.

Take time to revisit the basics and you’ll be surprised at the results a few changes can make.
 

Looking for more hints and tips?

Going global: why you need to go beyond borders with your PR

Whether you’re simply tweaking a website or launching an international campaign, there are certain steps you can take to increase your chances of global success. 
 
Find out more

Instagram - Get the Picture?

There are more social platforms out there now than you can shake a stick at and some are definitely more useful in business than others, but is Instagram one of them?
Find out more

Partners joins #ExportExperts

We joined our international PR partners for a webinar to help Polish businesses prepare for export. 
 
Find out more

The four As of crisis communication

No company is immune to making ‘gaffes’. What’s important is how we handle them. In the PR world, we receommend following the four As of crisis communication
 
Find out more

Can you really measure ‘brand awareness’?

A good PR agency will give you the stats that matter – not the vanity metrics – and explain what these figures mean.
Find out more

Trio of new clients join Partners

We're thrilled to start 2021 with a hat-trick of new client wins.
Find out more