They are all descriptors for groups of people that evoke pictures that are much richer than just the sum of their words that describe them.
Do you know who you are for?
To be really, really good at what you are doing, you need to understand who you are doing this for, what drives the people that will buy, consume, subscribe to your product or service.
Having worked with some of the greatest brands over the past 20 years, I want to talk about a targeting concept that is hugely powerful but almost always underutilized.
The problem with target groups and personas
In asset development marketeers work with Target groups or target audiences, these are often paragraphs consisting of demographic descriptions, category behavior (e.g. travels 2-3 times per year) with some desires and needs sprinkled onto it. These descriptions often come form the media buying side where they help to identify the right channels and properties but very rarely do they evoke a clear picture.
In product development on the other side it is very typical to work with personas. We all know these: This is Lisa, she is 32 years old, works since 4 years in a bank as a customer service representative, on her way to work she listens to podcasts about xy and in her free time she likes to… and so on… Typically a product has 3 to 4 customer personas. While these do evoke a (very detailed) picture they fail to deliver a high-level comprehensive view that can guide all of our activities as company and brand builders.
The solution: Conceptual Target
One of the most powerful approaches I have come across over the years is the approach of the conceptual target.
I first came across this in the brilliant book ‘The Hidden Agenda’ by Kevin Allen, PhD, one of the most helpful business books I have ever read – especially if you are in any way in a position where business development is part of your remit.
A conceptual target is a group of people who share a powerful, driving common agenda – be it a value or a goal. It’s a descriptor that evokes a powerful image, much richer than the mere sum of the words that make the name. It is a moniker for the group of people that is essential to grow and develop your business.
Too abstract? Let me provide some great examples.
“Soccer mums” – without the need for pictures or mood videos, these two words immediately evoke a powerful image of a suburban, SUV-driving mom who deeply cares about the wellbeing of her family and children. It is a super-powerful concept. This insight was recognized by Bill Clinton’s election campaign team in 1996, leading them to focus on this previously neglected group as a central part of their campaign efforts. By doing so, they not only established the term “soccer moms” in the common vocabulary but also secured victory in the election. According to Wikipedia: “The intense media focus stemmed in large part from the media’s belief that soccer moms had become the most sought-after group of swing voters in the 1996 elections. In the end, suburban women favored Clinton by 53 to 39 percent, while suburban men voted for Dole.”
Marriott’s ‘Road warriors’ – this is one of my favorite examples from Kevin’s book. During their pitch for Marriott, they faced the challenge of transforming the perception of the typical customer of their hotel chain, often seen as salespeople spending lonely evenings at buffet restaurants and hotel bars, into something more aspirational. They delved into the mindset of these individuals and discovered that they identify themselves as fearless fighters who venture out every week to promote and sell their company’s products. They play a vital role in driving business growth, and they are willing to sacrifice time with their families to fulfill their missions. The concept of ‘Road warriors’ embodies a powerful and aspirational image, elevating the perception of these customers beyond mere business travelers.
Nike’s ‘Football crazy kids’ – During the early 2000s, I had the opportunity to work for Wieden+Kennedy on the Nike football account, and the conceptual target was ‘Football crazy kids’ – and it is genius. Just from hearing this description, you can visualize these FCKs (as we called them) right in front of you. They are passionate about the ball at their feet, idolize footballers, and are fully immersed in the football culture. Having this conceptual target at the forefront guided the entire Nike football operation, influencing decisions such as which players to sign and which products to launch. It even played a pivotal role in creating some of the greatest ads ever made (like ‘Airport’ and ‘The other game‘). Every time a decision needed to be made, the question asked was, “Will this be right for our FCKs?”
KAYAK’s ‘Travel Pros’ – when I was responsible for travel search website KAYAK’s European Marketing we needed to find a way to distinguish ourselves from the perceived millions of other travel websites out there. So we looked inside first and defined that the core of the brand really is built around ‘confidence’: The confidence to find the best flight or hotel option for you, the confidence to get the best price, the confidence to have the best information to make the best decisions. We then looked at travellers insights and saw that people look up to those ‘pro travelers’ who travel so much that they always know which seat to choose and which hotel to go to. With that we established the conceptual target of ‘Travel Pros’ a very rich and powerful image. As a result, even those who wouldn’t typically be labeled as travel pros started using KAYAK to enhance their travel experiences.
The Conceptual Target as a Guiding Light
The conceptual target should guide all company activities from product development to distribution and service. It’s not just about branding or ads; it’s about aligning your entire business strategy with the powerful image evoked by your conceptual target.
Developing Your Conceptual Target
So, do you know the conceptual target for your business or brand? If you do then ask yourself if it is powerful and image-evoking enough. And if you don’t then you better get going and start to develop it.
Here are the (rather simplified) key steps of the process:
- Identify what your product really stands for (e.g. change, empowerment, creativity).
- Look at the mindset, values, or commonalities of your main and best customers.
- Illustrate your findings through words, images, or describing actions.
- Connect the results into the most powerful and meaningful essence.
- Brainstorm a powerful image-evoking name with your team.
Apple’s Legendary ‘Think Different’ Ad: A Perfect Example
Undoubtedly, one of the most powerful pieces of advertising ever created has been built around the idea of a conceptual target: Apple’s legendary ‘think different’ ad. This is to ‘the crazy ones’.
Let’s Discuss Your Conceptual Target
If you need help in developing the conceptual target for your business, feel free to reach out to discuss further. Your conceptual target can be the driving force behind your business success and bring clarity to all your (marketing) efforts.
This was originally published on Linkedin on August 7th, 2023