|
Nowadays there are so many new products launched every now
and then. We come across so many marketing campaigns, events, advertisement
etc. about the new products. Some products leave a very strong impact on some
people while some not. There are few campaigns which are so successful that you
tend to remember the campaign first and then the product. The campaign becomes
the identity of the product. So what is the reason that some campaigns are not
able to create an impact on the customers? Well one of the reason is wrong
targeting of the customer. If you do not target the right customers for your
product, your campaign is surely going to fail.
Now imagine a new mobile launched with lot of interesting and
new features. The company runs all sorts of campaign to make people familiar
with the new features, tell them how useful it can be for them. But in the end,
only the features which one finds important for himself will only leave an
impact on him. Every person has different needs. In the same product some people
may find feature A as useful while others may find feature B as useful.
For eg. If I am a person who is not at all interested in
photography will be least interested in the mobile flaunting its high camera
quality, high mega pixel of the front camera so that one can take good selfies.
So even if this feature make a strong impact on some people, for me it is a
complete pass by as it is not important to me.
If we take another example on how the same mobile phone can
make different impact on a girl and boy. So, for a girl, what feature is
important? Yes, you guessed it right, how good selfies can be taken from this
mobile. So if the mobile phone targets the female customers about its high
quality front camera, ease of taking selfies etc., it is surely going to create
an impact on them and they may end up buying up the phone. But the same thing
may not work on the guys.
But if the mobile phone targets the male customer on how high
quality its graphics are, how strong its navigation feature is, high storage
capacity etc., it is surely going to leave an impact on the guys for whom all
these features are important.
So it is very important that you create a right campaign
based on your target group so as to create positive impact about your product on
them. Proper segmentation of the target group is also very important.
Segmentation can be based on age, gender, profession, region etc. Create different
campaigns for your product, based on different segments of the customer and
tell them about the features that will be of interest for them and can impact their
thinking process so as to drive them to buy your product.
