Targeting with Purpose: Choosing the Right Demographic

In Robert B. Cialdini's article "Harnessing The Science of Persuasion" Published in The Harvard Business Review, a 1982 experiment is described in which people were solicited for donations by door to door collectors. Researchers found that the longer the list was of people was who had donated previously, the more likely other people asked to donate were to do so (obviously, each person asked to donate was shown the list). Cialdini also describes another experiment conducted in New York City where individuals were asked to return a lost wallet. When participants were told that other New York residents had attempted to return the wallet, they were significantly more likely to do the same. When they were informed that someone from another country had returned it, however, their behavior was unaffected. Ultimately, the takeaway from these studies is simple: people make decisions from places of familiarity and comfort. In the consumer world, this sense often comes from things they feel connected to, whether it's a brand or a person they identify with. Deep down, people don't want to branch out - they want to feel safe, and this is effective marketing at its core. Businesses that create a sense of alignment with a group of people, a set of values, or even a feeling are far more likely to earn trust, loyalty, and long-term engagement. Together, let's walk through a strategy that might help you accomplish this.

Targeting With Purpose: The Influencer Era

In 1990, a study was conducted in which a woman invited friends into her home for a party where a demonstration of Tupperware products took place. The goal was for the people in attendance to purchase the products, and the results were interesting. Documented in The Journal of Consumer Research, researchers found that the guests' fondness for their hostess weighed twice as heavily in their purchase decisions as their regard for the products they bought. The evidence is clear: people buy products from other people who they like, and in the context of influencer era - this matters.

Especially in today's consumer marketing, having someone to appear frequently and enthusiastically for your business is absolutely essential. Social media can certainly be used for entertainment and the spread of information, but at the end of the day if a connection is never made consumers will leave. Your business has to use social media to build likability, and ultimately relationships with the right demographic. The path forward in accomplishing this is simple in our time: define exactly who your business is targeting - consider their interests, income level, location, lifestyle, and values - and then partner with an influencer who can authentically represent that audience. Targeting with purpose today is a requirement, and especially in the influencer era being able to do this through meaningful connection will make a huge difference in every industry.