Many of us have seen the recent ads for K-Mart – that stuff-mart type store that somehow never has gone out of business (if you see the one where I live, you’d understand where I coming from judging by the amount of cobwebs plaguing the furniture setups). Kmart, founded in 1962, has been through some rough, rather bland marketing years, but in the past year, Kmart has done something rather – ingenious. It has offended people.
Now, don’t get me wrong – offending people isn’t always a good thing. Just look at JP Morgan’s recent marketing blunder, #AskJPM – http://www.bloomberg.com/news/2013-11-14/jpmorgan-twitter-hashtag-trends-against-bank.html that happened last week. But Kmart has put themselves out there with their controversial marketing, and while it’s not directly “restoration marketing” related, it’s important to realize that in marketing – you just can’t please everyone. And by not pleasing 100% of people, you’ll turn that 80% into your die-hard fans for life.
I am not going to delve too far into the metrics behind Kmart’s recent string of TV-to-Youtube based adverts that have thrown the company into the spotlight and gained nearly 7 million views for two of the 3 controversial ads (the third was debuted earlier this week and is sure to catch up soon enough). The first two ads eluded to “almost curse words” so for the faint of heart, turn back now and run to Walmart, but for those of you who agree pushing the envelope is key in making a company memorable, I encourage you to watch these advertisements!
The summary of this post is that your marketing should 1) push the limits, and 2) should be memorable. Don’t always focus on who you’re going to offend – focus on who you’re going to win.
Big Gas Man :
Ship My Pants :
Holiday “Show Your Joe” :
Why is it important for businesses to understand that their marketing can’t please everyone?
It’s important for businesses to understand that their marketing can’t please everyone because trying to do so can dilute their brand message and appeal, and ultimately make it difficult to stand out and connect with a specific target audience.
What is the Kmart example, and how does it illustrate the importance of targeted marketing?
The Kmart example refers to a controversial advertisement that Kmart released in 2013, which featured men in boxer shorts and caused a backlash among some customers. The example illustrates the importance of targeted marketing because Kmart was trying to appeal to a specific audience (men) with the ad, but ended up alienating others who were not part of that target audience.
How can businesses determine their target audience for marketing purposes?
Businesses can determine their target audience for marketing purposes by analyzing factors such as demographics, psychographics, behaviors, and purchasing patterns, and using this information to develop customer personas or profiles that represent their ideal customers.
What are some benefits of targeted marketing?
Some benefits of targeted marketing include increased effectiveness and efficiency, improved customer engagement and conversion rates, and a better return on investment (ROI) for marketing efforts.
What are some common mistakes that businesses make when trying to please everyone with their marketing?
Common mistakes that businesses make when trying to please everyone with their marketing include diluting their brand message and appeal, failing to stand out from competitors, and missing opportunities to connect with and engage their specific target audience.
How can businesses balance the need for targeted marketing with the desire to appeal to a broader audience?
Businesses can balance the need for targeted marketing with the desire to appeal to a broader audience by developing a clear understanding of their target audience and their unique needs and preferences, while still keeping their brand message and appeal broad enough to attract a wider range of customers.
How can businesses measure the effectiveness of their targeted marketing efforts?
Businesses can measure the effectiveness of their targeted marketing efforts by tracking metrics such as engagement rates, conversion rates, and return on investment (ROI), and using this information to evaluate and adjust their marketing strategy as needed.
What are some emerging trends in targeted marketing that businesses should be aware of?
Emerging trends in targeted marketing that businesses should be aware of include the increasing use of data and analytics to inform marketing decisions, the growing importance of personalization and customization, and the use of new technologies such as artificial intelligence and virtual reality to create more immersive and engaging marketing experiences.