Targeting a Diverse Marketplace

Targeting a Diverse Marketplace

Darren Easton

Darren Easton

As the Vice President and Creative Director of The Cyphers Agency, Darren Easton believes in creating strategically sound campaign work.

Effective advertising makes relevant connections with its target audience. To be successful you must understand, respect and embrace the diversity that exists in our wonderful country.

Young or old. Black or white. Sick or healthy. Whatever group you are targeting, remember these things when marketing to them.

Look at the whole person, not one demographic characteristic. Not everyone in your demo will make the same amount of money, live in the same area or have the same values and attitudes. Psychographics can never be stereotyped.

Avoid stereotypes. It seems like a no-brainer but it happens all the time. Mainly because the advertiser fails to put himself in the customer’s shoes. Account Planners in large agencies bridge this gap but many of us out there need to think this way on our own. Remember there are also positive stereotypes. e.g. Not all Asian Americans are good at math.

Laugh with them. Humor does have a place if it doesn’t rely on stereotypes. If you’re too serious, it looks like you’re trying to be safe – as if it’s a different type of advertising category. It’s all just advertising.

Make relevant ties to their personal causes. Suggest to your client that they donate a portion of sales to causes that are important to them.

And at the end of it all, test, test, test. Test your marketing on members of the target audience.

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