Product innovation is necessary for every company to grow and evolve in a competitive market. But if your audience “doesn’t get” your new product, success is much less of a guarantee. Before you unveil your hard-won innovations, here are some ways to ensure you’re targeting the segments of your audience who will be the most receptive — both to the new product and accompanying marketing efforts.
First, Really Know Who They Are
While basic demographics like age, marital status, geographic location, hobbies, and other points help you form a picture of your audience, to really know them means gaining specific, unique insights about them. You want to understand more than just who they are on paper by finding out how they think and feel and what they truly need. To do this, you have to integrate survey data with rich behavioral insights gleaned from big data.
Look at how personality profiles developed through a scan of big data reveal the personality characteristics common to the potential target audience for a new robot vacuum.
This audience ranks high for agreeableness, which points to other traits like altruistic, modest, and empathetic. So when communicating with them about the vacuum, messaging that uses a social responsibility angle will likely attract and feel relevant to them.
How your new product appeals to the individual needs and lifestyles of your audience further deepens your understanding of them. Consider in this Summary of Needs how the robot vacuum could hit home with the audience’s high ideals, drive toward harmony, and interest in self-expression, as well as how the vacuum could appeal to the audience majority who enjoy keeping their home tidy.
Then, Determine How Best to Reach Them
Once you’ve formed a full understanding of your audience’s personality, needs, and lifestyle, combine your learning with a study of the type of media consumed and during which times of day. For example, the vacuum audience learns about new products mainly through social media rather than television or promotional emails. They spend 7+ hours per week on the web and using apps, mostly in the early evening hours between 5-8 pm.
To reach this audience effectively, online or mobile campaigns work best, with ads that could be shown on traditional TV in the later evening hours between 8-11 pm.
To see another example of how a coffee brand uncovered unique insights to grow their brand with consumers, download the infographic below.