I had the privilege of sitting on a jury with 11 of my closest (as you can get in 3 days) peers.
As Juror #2, sitting in the back row of the jury box, it was an interesting case for who your market really is.
As marketers, when we integrate "target marketing" into our campaigns, we're attempting to leverage our marketing dollars as much as possible by removing segments who are less likely to "buy."
Instead of targeting everybody, everywhere, we're going to segment and stereotype (model) our way to a smaller, more targeted, plausible market. And when we do this, we have numbers, we have lists, we have indicative behaviors.
But the further we dive into targeted marketing, the further we get from real people.
In the courtroom, we had a person representing every type of segment. And glancing from one to another, I did my own modeling:
As Juror #2, sitting in the back row of the jury box, it was an interesting case for who your market really is.
As marketers, when we integrate "target marketing" into our campaigns, we're attempting to leverage our marketing dollars as much as possible by removing segments who are less likely to "buy."
Instead of targeting everybody, everywhere, we're going to segment and stereotype (model) our way to a smaller, more targeted, plausible market. And when we do this, we have numbers, we have lists, we have indicative behaviors.
But the further we dive into targeted marketing, the further we get from real people.
In the courtroom, we had a person representing every type of segment. And glancing from one to another, I did my own modeling:
- Judge: Well educated, family man, high income bracket
- Deputy District Attorney: Male, single, high income bracket, limited free time, workaholic
- Court Reporter: Female, single, middle-class, cat-lover (her shirt said so)
- Defendant's Mother: Female, married, low-income bracket, minority
Looking at each one, you had to wonder what they did when they got home, what was most important to them, what would make them buy Product X versus Product Z?
The next time you're about to launch a campaign with an angle that addresses a certain market's stereotypical behaviors, take an hour, and go people watch. And as you watch your segment pass, ask yourself if you're getting deep enough.
In your marketing, are you asking the question that really provoke action?
Are you hitting the real emotional touch points?
If you stopped that person, and gave them the same pitch that your collateral does, how would they respond?
Lists and modeling are helpful; there's no question about it -- they help us use our marketing monies effectively and (are supposed to) increase our returns.
But sometimes, you have to put the data to the side and look at the real people behind all that data.