Consumer targets matter. Big, broad, demographic targets, nope. Pointed, insightful, psychographic targets that have clearly defined unmet needs, yes. They drive clarity for marketing, sales and design. The more focused, the stronger the loyalty and broader influence. We can all recall moments when we knew something was perfect for us (vs) times when a salesperson was working waaaayyy to hard to make a bad non-targeted sell. Our visceral emotions communicate whether or not a brand did their homework and understood who they should target.
When we first started working with Hoist, a hydration multiplying beverage, they initially admitted focusing on a narrow target without a true problem to solve — those experiencing a hangover. …
Lasting Change vs. Temporary Shifts
So much has been written about how consumer habits have changed since lockdowns began, and even more hypothesizing about what will stick post pandemic. What sticks will directly impact brands and how they continue to innovate, adapt, and drive relevancy with consumers. Here is what we know has changed for most consumers in quarantine: