To grow your brand, narrow your audience target
How Yeti and Harley Davidson use a tip of the spear strategy to grow their base
Part of campaign development is defining your target audience. I’ve noticed that brands often get cold feet when it comes to targeting a very specific customer segment.
If we target [specific segment], will we limit ourselves to only this audience in the future?
It’s a natural concern, especially if you are responsible for bringing in sales. Wouldn’t you want to target everyone? But targeting everyone is a recipe for vanilla products and marketing that ends up exciting no one. On the contrary, focusing in on one specific audience group can expand your audience.
Focusing on one specific audience target expands your potential audience.
Take Yeti.
Yeti is a brand of outdoorsy goods including coolers, insulated drink ware, waterproof bags and apparel. Since its founding in 2006, the brand has grown to a 3 Billion+ market cap on $500M+ in revenue.
