In the marketing world it’s imperative to remember that there are different kinds of people, and not all of them will be interested in your product. However, by evaluating your audience inside out, you’ll know what groups to most focus your marketing efforts toward. To make the examples easier to remember, we’ve represented them by characters from Disney’s recent animated film, Inside Out.
The Sadness Group
The sadness group is made of people who need your product, but don’t even know it exists. These people are the reason you are marketing in the first place. By displaying your advertising, you can find and reach them. Being visible and being available is what matters most if you want to gather attention from the sadness group.
The Fear Group
People in this group have just been introduced to your product, but aren’t yet sold on it. They’ll be asking themselves, “What is this project? Why do I need it? Is it safe? Will it make my life better?” People in this group need to be informed. Once these people are identified and show interest, you can approach them with direct mailing campaigns and follow up phone calls to help them determine if your product is right for them.
The Joy Group
People in the joy group ARE your clients. They’ve already tried your product and determined that they love it, and plan to come back for more. This group enjoys interaction on social media, and friendly reminders when new products become available so that they can go get more of what they love. You aren’t trying to sell to these people, just keep them up to date.
The Disgust Group
The Disgust group is made of people who have tried your product, and for whatever reason, not liked it. These people may once have been in the Joy or Fear groups. To convince them to join with the Joy group, you may need to reach out to them. If they posted a bad review of your product, do what you can to fix their problem. Regardless of whether or not you can help, thank them for their honest opinions. People in this group appreciate honesty, respect, and sincerity.
The Anger Group
And then there’s the Haters. These are the people you won’t be able to sell your project to no matter what. Regardless of whatever group they started in, they’ve ended up in Anger, and they aren’t coming back out either because they hate your product, or they hate your haircut. Marketing to the Anger Group is a waste of their time and yours.
Knowing your audience inside out helps you to give them what they need. If you’re having trouble identifying your audience or their need, contact us. We’d love to help.
