Targeting non-target segment

Every company/product has its target audience, which is pre-defined. But in this blog I want to give importance to what I call them “Non-Targeted Segment” or in marketing terms the Influencers.

Let me explain what I mean to say, you must have seen the ads of after-shave lotions, these products are definitely targeted to men, then what is purpose of a female model in those ads? Yes, these female models act as influencers for men to go and buy those after-shave lotions. Role of children in buying decision of household products can be another example of influencers.

There is an altogether different stream of marketing study which is “Influencer Marketing”. As defined by wiki, ‘Influencer marketing is a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers’.

While defining the target segment it is essential for the company to decide the key influencers. While conducting the brand awareness survey, the researcher should give importance to these influencers as well. I am sure that the results will be useful if the market surveys consider the point of view of these influencers.

In service industry [in which I am currently working] one of the influencers are those who already have availed the service. Yes, one would say that its word of mouth [WOM] but influence may be transmitted in this manner as well. Thus in my opinion one has to keep updating all those customers who are using your service,  who already have used your service and also those who are not going to use in future.

Following is the link where one can read about Influencer Marketing:

http://en.wikipedia.org/wiki/Influencer_marketing

For further updates please keep visiting.

Thank you