Marketing can make or break any emerging business. It's more than about getting the word out; it's about understanding your target audience and crafting a message that resonates with them.
Let’s delve into the exciting world of marketing and learn from companies like Patanjali and Kinder Joy.
You'll see how these concepts can scale up your business.
Don't Get Stuck in the Past: Stereotyping Generations
Generational generalisation is a double-edged sword. On the one hand, it can be helpful to know broad trends and patterns.
On the other hand, it's easy to get stuck in the past and assume that everyone in a particular age group thinks and acts the same way. As a startup founder, you need to avoid the trap of generational generalisation while still understanding how to reach your target audience effectively.
Millennials V/S Gen Z: Understanding the Differences
If you're targeting Gen Zs, you need to know that they're digital natives who grew up with technology at their fingertips. Millennials, on the other hand, had to adapt to technology as it became more prevalent in their lives.
Understanding these differences is crucial because it helps you tailor your marketing messages to their unique needs and preferences.
Beyond Demographics: Niche and Attitudinal Segmentation
As a startup founder, you're likely well aware of the importance of standing out from the competition. One way to do that is through niche segmentation. By targeting a specific group with specific needs and preferences, you can create messages that resonate deeply with your audience. Attitudinal segmentation takes this a step further by understanding your audience's beliefs and values, allowing you to connect with them on a deeper level.
Life Stage Marketing: Meeting Your Audience Where They Are
Lifestage marketing involves understanding where your audience is in their lives and tailoring your messages to meet their needs. By understanding your audience's life stage, you can craft messages that resonate with them on a personal level. For example, if you're marketing to new parents, you might focus on convenience and safety, while if you're marketing to retirees, you might emphasize leisure and relaxation.
Pattern Match and Pattern Disrupt: Finding Your Voice
Pattern match involves identifying patterns in your audience's behaviour and crafting messages that fit within those patterns. Pattern disruption, on the other hand, involves breaking those patterns to create messages that stand out. Both approaches can be effective, depending on your target audience and your goals.
Real-Life Examples: Patanjali and Kinder Joy
Learn how to make your brand stand out with "pattern match" and "pattern disrupt" - two concepts from Seth Godin's book "This Is Marketing." Pattern match is offering consumers an additional choice without requiring extensive research. Meanwhile, Pattern Disrupt catches consumers' attention with new insight, creates tension, and then offers a solution.
Brands can capitalize on life stage transitions, which are high-stress environments, to create a pattern disruption. Holistic solutions or new brands entering the market during these transitions are rarely challenged on merit.
Take successful life stages disruptors such as Kinder Joy and Patanjali. Kinder Joy disrupted the marketing to kids by occupying the toy space with chocolate, which made it difficult for other brands to displace them. Similarly, Patanjali captured the nation's imagination as a Satvik brand and created a subcategory in every category they played, which made it challenging for other brands to dislodge them.
Marketing with Purpose
Marketing is more than just a way to get your name out there; it's about connecting with your audience and building lasting relationships. By understanding the concepts of generational differences, niche and attitudinal segmentation, life-stage marketing, and pattern disruption, you can create messages that resonate with your audience and drive growth for your business. So go forth with purpose, and watch your business soar!
If you prefer listening this, we also have a thriving podcast called CoBB| Conversations on the Business of Brands!
Go here for the episode on The Millennial Myth.
