{"id":1249,"date":"2019-02-12T12:46:52","date_gmt":"2019-02-12T20:46:52","guid":{"rendered":"https:\/\/fcpine.com\/?p=1249"},"modified":"2019-02-12T12:46:55","modified_gmt":"2019-02-12T20:46:55","slug":"tampons-target-markets-how-to-advertise-when-your-target-market-is-everyone","status":"publish","type":"post","link":"https:\/\/fcpine.com\/tampons-target-markets-how-to-advertise-when-your-target-market-is-everyone\/","title":{"rendered":"Tampons & Target Markets (How to advertise when your target market is “everyone”)"},"content":{"rendered":"\n

\u201cI’m a pretty low price point, so my demographic seems to be “everyone”
<\/h2>\n\n\n\n

I saw this question recently, with a follow up question of \u201cHow should I advertise when everyone is my target market?\u201d
<\/p>\n\n\n\n

Sure, everyone CAN use your product. But not everyone WILL, or even SHOULD.
<\/p>\n\n\n\n

Let\u2019s talk about tampons for a minute. <\/h2>\n\n\n\n
\"\"
Yes, we’re talking about tampons
<\/figcaption><\/figure>\n\n\n\n

Everyone can buy tampons. Everyone has someone in their life who needs a tampon. So by this logic, the target demographic is everyone, right?
<\/p>\n\n\n\n

Well, no. Men will never need a tampon for it\u2019s intended use.
<\/p>\n\n\n\n

So, just women need our product, right?
<\/p>\n\n\n\n

No again!  Let\u2019s get even more specific.
<\/p>\n\n\n\n

Women who aren\u2019t menstruating don\u2019t need tampons. Sure, they may buy them for a sister or daughter or friend, but they aren\u2019t our target market either.
<\/p>\n\n\n\n

So let\u2019s eliminate women over 50. <\/strong>
<\/p>\n\n\n\n

(By the same logic, we can eliminate girls under 13 or so.)
<\/p>\n\n\n\n

So, all women between the ages of 13 and 50. Great! This is great logic, right?
<\/p>\n\n\n\n

Wrong again!
<\/p>\n\n\n\n

Because we can get even MORE specific.
<\/h3>\n\n\n\n

Women who don\u2019t buy tampons include (but aren\u2019t limited to):<\/p>\n\n\n\n

  • Pregnant women<\/li>
  • Post-partum women<\/li>
  • Women who prefer sanitary napkins<\/li>
  • Women who prefer menstrual cups<\/li>
  • Women who are concerned with TSS<\/li>
  • Women who are physically unable to use tampons<\/li>
  • <\/li><\/ul>\n\n\n\n

    So we can confidently rule out many women in our target age range based on personal preferences.
    <\/p>\n\n\n\n

    Do you see how we niched that down so quickly?
    <\/h2>\n\n\n\n

    This exercise feels like a no-brainer. Of COURSE cisgendered men don\u2019t need tampons. And of COURSE women in their later years don\u2019t need tampons. Duh, right?
    <\/p>\n\n\n\n

    Now you understand the strange looks marketers give you when you say \u201cBut EVERYONE is my target demographic!\u201d
    <\/p>\n\n\n\n

    Sure, everyone has the potential to buy it, but do you really want to spend precious marketing dollars on tampon ads geared towards 24-year-old single male? No, no you don\u2019t. That\u2019s foolish, and you know it. <\/p>\n\n\n\n

    When you niche down your target market, you discover how to talk to individuals. You make connections. And sales. <\/h2>\n\n\n\n

    Don\u2019t just start<\/g> throwing marketing dollars at whatever random people tell you is a good idea. Without understanding your target market, even the most brilliant marketer couldn\u2019t tell you where to advertise.
    <\/p>\n\n\n\n

    Really narrow down WHO is buying your product. Get so specific that you\u2019re talking to ONE person. What\u2019s their name? Where do they spend their time? What questions are they asking?
    <\/p>\n\n\n\n

    When you\u2019re able to clearly identify ONE person who will buy your product, you\u2019ll know whether you should spend money on print mailers or Instagram ads. You\u2019ll begin to understand what words and phrases will connect with your target demographic. And when you begin talking to one person, you\u2019ll start to talk to many individuals. <\/p>\n\n\n\n

    So how do you define your target market?<\/h2>\n\n\n\n

    Start with everyone, then start eliminating. Ask questions. <\/p>\n\n\n\n

    • Is your target person male or female?<\/li>
    • How old are they?<\/li>
    • What do they do for a living?<\/li>
    • Do they have pets? Kids?<\/li><\/ul>\n\n\n\n
      \"\"<\/figure><\/div>\n\n\n\n

      The more you know about your person, the better. <\/h4>\n\n\n\n

      In fact, I have my clients draw stick figures of their “person” – yep, we get that extreme. (And have that much fun, too.)<\/p>\n\n\n\n

      Your target market is not “everyone.” Figure out WHO your person is BEFORE you start throwing advertising dollars into the wind!<\/p>\n\n\n\n

      <\/p>\n","protected":false},"excerpt":{"rendered":"

      Just because everyone CAN use your product doesn’t mean they WILL (or even SHOULD.) Here’s how to niche down your target market so you know where to spend those precious advertising dollars. <\/p>\n","protected":false},"author":1,"featured_media":1253,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,76,75,72,38],"tags":[79,80,78,77],"acf":[],"_links":{"self":[{"href":"https:\/\/fcpine.com\/wp-json\/wp\/v2\/posts\/1249"}],"collection":[{"href":"https:\/\/fcpine.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fcpine.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fcpine.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fcpine.com\/wp-json\/wp\/v2\/comments?post=1249"}],"version-history":[{"count":2,"href":"https:\/\/fcpine.com\/wp-json\/wp\/v2\/posts\/1249\/revisions"}],"predecessor-version":[{"id":1254,"href":"https:\/\/fcpine.com\/wp-json\/wp\/v2\/posts\/1249\/revisions\/1254"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fcpine.com\/wp-json\/wp\/v2\/media\/1253"}],"wp:attachment":[{"href":"https:\/\/fcpine.com\/wp-json\/wp\/v2\/media?parent=1249"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fcpine.com\/wp-json\/wp\/v2\/categories?post=1249"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fcpine.com\/wp-json\/wp\/v2\/tags?post=1249"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}