We’ve all heard it – create a client avatar & market your product or service to them. It’s Marketing 101 and it’s good advice when done correctly. What usually happens is that brands think of the most generic and far reaching client avatar possible that relies heavily on demographics – we’re targeting women ages 18-65 who shop online!
But that’s not how it works. At least not if you actually want to create a connection with your fans and prospects and build a relationship that keeps them coming back again and again. What’s worse, one dimensional audience profiling results in one dimensional marketing & ad campaigns. That’s how you get flat, tone-deaf or potentially insulting campaigns that damage your brand’s image with consumers.
Exhibit A – Bic For Her. Because women are like magpies and will flock in droves to a glittery pink pen.
Luckily, brands are getting smarter about approaching their marketing from a gendered perspective. Axe recently released a new campaign ditching their hyper-masculine messaging in favor of an ad that asks men to ‘Find Their Magic.’ The ad showcases a variety of different types of men. And why not? All men (and women) sweat, it’s about time they stop pretending that only those with rock hard abs and chiseled jaws can benefit from Axe. And let’s be honest, the every man is who was buying their product to begin with, why not connect with them?
Did you know that on average, women pay significantly more for items that are exactly the same but marketed to them specifically? That’s pretty lame. And it’s one of the reasons why we love Dollar Shave Club’s super simple Facebook ad messaging. Because we all know that razors (or pens or bodywash) don’t need a gender. Hats off to that.
How is your brand approaching gender in marketing? How can you think outside the box and deliver fresh, engaging, stereotype-free marketing to your consumers?
written by Nailah Blades, CEO for Wylie & Co.