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In this week's readings, Dave Kerpen and David M. Scott each discuss how social media tools can help corporations to narrowly define, as well as better understand its target audience. More and more consumers are tuning out mass-advertising campaigns meant for a broad audience, which is impacting how marketers reach its intended consumer.
Once the target audience is defined, it is critical to understand the needs of the buyer. Scott argues that marketing professionals need “to segment buyers and appeal to them based on their needs, not just talk about your product” (Scott, 2013, p. 162). By discussing a product or service's attributes, the marketer is only considering themselves - not the buyer. This is often the case for a junior level sales professional. They don't understand the buyers needs - just their product's features. Scott illustrates this point with his Starbucks example (Scott, 2013, p. 161).
For this week’s blog post, please identify and examine a company (other than Starbucks) or public figure that is successfully providing solutions and solving problems for buyers.
Points to consider:
1. This corporation (or public figure) is not simply describing the product or service's features, but really engaging its audience and solving their problems.
2. Social media's impact on the company's (or public figure's) message.
3. Target Audience - is it a broad, mass approach: Men over 50? Or, is it narrowly defined:Vermont, female skiers, over the age of 35, who discuss cooking and skiing as interest on social media?
4. The potential Buyer Persona (see also: Scott, 2013, p. 164).
4. The potential Buyer Persona (see also: Scott, 2013, p. 164).
References
Kerpen, D. (2011). Likeable social media: How to delight your
customers, create an irresistible brand, and be generally amazing on facebook
(and other social networks). [Kindle Version] Retrieved from Amazon.com
Scott, D. M., (2013). The new rules of marketing & pr: How to use social media, online video, mobile applications, blogs, news releases, &viral marketing to reach buyers directly . (4th ed.). Hoboken, New Jersey: John Wiley & Sons, Inc.
I consider Microsoft as a corporation “that is successfully providing solutions and solving problems for buyers.” http://catherinescanlon.blogspot.com/ Described on Wikipedia as “an American multinational corporation headquartered in Redmond, Washington, that develops, manufactures, licenses, supports and sells computer software, consumer electronics and personal computers and services.” I feel this description undervalues the massive impact Microsoft has had on our growing global community. This company not only leads the way in the development of new technologies but is effective at engaging its target audience in advanced, efficient business and professional processing capabilities. As Kerpen 2011, mentions “social media will help you find your target audience and provide you with further insight about this group.” (p34) As part of Microsoft’s 2011 rebranding their use of social media channels has enabled them to reach more people but more importantly lets the focus group of professionals and businesses learn more about the possibilities offered by Microsoft. Their choice of logo, vibrant colors and online engagement such as their blog http://blogs.microsoft.com/ and news site http://news.microsoft.com/ attracts these audience members who want the high profile, elite system that will benefit them the most. Although they use social media the blog and news section really push forward the fact that Microsoft is a leader in its field and provides the consumer with an informational forum. Microsoft website offers extensive options for contact, interaction and feedback offering a community forum http://answers.microsoft.com/en-us?auth=1 where they state the following as the company mission, “finding answers, sharing ideas, problem solving. Whatever your goals Microsoft Community is here to help you get more out of your technology.” As Scott (2013) highlights a company should aim to “segment buyers and appeal to them based on their needs, not just talk about your product.” (p162) A great point by Microsoft that shows just this is featured in their blog discussing the new Power BI product. “Today is an incredibly exciting day as we unveil the new Power BI – a service we believe will fundamentally transform the “business of business intelligence.” Power BI can help every company adopt a data culture with easy-to-use, accessible tools and innovative technology that lowers the barrier to entry, for all.” Microsoft doesn’t refer to this as a new product, but instead as a service and with a direct focus on the business world as the target audience, with the true aim to make providing solutions to its consumers.
ReplyDeleteFollow Microsoft on:
https://www.facebook.com/Microsoft
http://news.microsoft.com/
http://blogs.microsoft.com/
https://twitter.com/microsoft
https://www.linkedin.com/company/microsoft
http://instagram.com/microsoft
https://plus.google.com/105221698834684244331/videos
References
Kerpen, D. (2011). Likeable Social Media: How to delight your customers, create an irresistible brand, and be generally amazing on Facebook (and other social networks).
Microsoft Blog, http://blogs.microsoft.com/
Microsoft Website, http://www.microsoft.com/en-us/default.aspx
Scott, D. M., (2013). The New Rules of Marketing & PR: How to use social media, online video, mobile applications, blogs, news releases, & viral marketing to reach buyers directly. (4th Ed.). Hoboken, New Jersey: John Wiley & Sons, Inc.
Wikipedia http://en.wikipedia.org/wiki/Microsoft
Thanks for the post. It seems that the in thing to say today is that companies are backing away from mass media advertising. Although, I would suggest that companies starting up are actually after mass media advertising in order to build their brand. Once the brand is built it seems that the luxury would be to focus more of niche advertising, What would you suggest for a start up company to find their buyer persona? What methods would you utilize?
ReplyDeleteGreat question, Loren! I would definitely check out HubSpot's "9 Questions You Need to Ask When Developing Buyer Personas."
DeletePersonally, I would think that a startup would need to test the waters a little more in terms of advertising than a more established company. There's almost a little more wiggle-room for startups - keep throwing out ideas to see what sticks. That's how I tend to operate in business development: build key relationships, but also try new and different approaches to obtain those relationships.
Honestly, it is very important to understand how the potential buyer's life is arranged and what parts this individual struggles with when building buyer personas. Not every person can fit in every category based on age, sex, or race etc. I fall into multiple categories that would seem strange based on my age. For a startup - whatever concept it's tackling - it's important to understand what problem its solving or solution its providing for customers. This solution may have nothing to do with the product or service its offering. Ultimately, when considering buyer personas, I would suggest that a startup think outside the box (as cliché or silly as that sounds).
Thanks, Loren!
Catherine,
ReplyDeleteI tried to submit my response here twice but it isnt showing up. But you can see my response to your question on my blog. http://kellyapfelcomi610.blogspot.com/
Kelly
Great job leading the discussion this week. Lots of interesting things to consider.
ReplyDeleteAlso thanks for figuring out that Spam folder issue :-)
ReplyDeleteThanks! I enjoyed leading this week.
ReplyDeleteAs a note, I closed out each discussion on its respective blog. Happy blogging!