If it’s good for the mass audience, is it good for the target audience?

While advertisements are the easiest way to reach mass audiences…what about reaching your target market?

Companies often turn to agencies when looking to build, (re)establish, and support their brand in the market place.  A question consultants are frequently asked by companies is which is more effective–advertising or public relations?–revisiting the old age debate of Advertising vs. Public Relations. 

 

Where as advertisements can be engaging and memorable, public relations keeps a company top of mind and positions the company as an industry leader.  Brands such as Target, Apple, Budweiser, and The Gap have used a creative yet tasteful approach to advertising, using catchy tunes, celebrities, and humor to make an impression in the minds of consumers and become the subject of water cooler conversations.  Conversely, these brands have received much publicity ranging from corporate responsibility to executive profiles allowing audiences to learn about the company and its products/services.

 

But before testing which trumps the other, the brand vision needs to be clearly defined and understood internally in order to reach the right customer.  

 

In a recent article from the Wall Street Journal, Marka Hanson, president of Gap North America, was interviewed about the company’s decision to discontinue all television advertisements the day before June sales figures were released.  The company has focused resources on a brand assessment and a target marketing strategy.  The interview identifies how the Gap made a return to its heritage and rebuilt the brand through a focused marketing public relations plan that reaches the right audience.  From participation in the right mix of events to strategic partnerships with famous designers and celebrity endorsement and targeted media, the Gap has started to build brand credibility.   ()

WSJ: Who is the Gap’s core customer now, and how has that changed, if at all?

Ms. Hansen: Our stake in the ground is ages 25 to 35, and that’s the customer we want. Twenty-five to 35 covers you from kind of postcollege to getting married to maybe having the first child. This puts you from the Gap itself into the babyGap and GapMaternity, but it’s not trying to be everything to everyone.

When I got here, I think the team was more focused on 18 to 24 and really going after that kind of younger demographic that is where American Eagle and Abercrombie & Fitch play. I don’t think that is right for us.

Read the full article here: Link

 

The following day, Gap Inc reported Gap North America store sales for June 2008 were negative 5 percent versus negative 9 percent last year.  (Link) 

 

As the Gap realized, companies cannot be everything to everyone.  By taking a step back to focus on where the brand is currently and where the brand needs to go to achieve success, the company was able to develop a focused plan of action.  For B2C and B2B companies alike, identifying your specific target market(s) is critical in developing a focused plan to clearly reach your specific audience(s).     Therefore, in order to effectively reach your target audience, one could argue that an integrated mix of marketing, public relations and advertising are essential to build, strengthen and maintain a brand.  

 

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