Founder of the children and parent focused marketing firm Splendiferous Marketing, Carly Nair shares her views on how many of today’s marketers are getting it all so very wrong and what can be done to change it.
'Market orientation’ has become a buzzword of modern marketing, and yet so many marketers have been getting it badly wrong.
The problem is the common misconception that being market-oriented simply means ‘knowing the customer’ or, even worse, considering yourself part of the target audience and so, doing things on a whim.
But the very concept of market orientation is knowing that you are not the consumer, no matter how well you think you fit into that segment of the audience.
It is knowing that as a marketer you do, however, have an extensive knowledge in communicating with the target consumer using the tools of marketing.
When marketing to children and families, it becomes even more problematic; as well as appealing to the child, you need to appeal to the purchaser, you, therefore, need to be able to connect to two very different segments of people, and be able to set a strategy and send a message that connects with both.
That means not one, but two sets of research (alongside your competitor research and inter-functional coordination) all before you even think about strategy.
There’s no way to fake this type of in-depth research and the benefits that it affords can often be the difference between a successful campaign, and one that falls short of the mark.
Now that’s where we can help. Splendiferous Marketing is a full-service brand marketing agency dedicated to marketing brands, products and services to children and families. Because of our specialism, we are able to keep on top of the latest strategies, implementation or even creative campaign planning and content creation that we know will appeal to your audience.
Ultimately, research shows that getting all the prep work right and becoming truly market-oriented leads to increased profit, sales growth, customer retention and new product success. So, what are you waiting for? Don’t let your campaign get left behind. Get in touch today to talk about how we can help get you market oriented.