Understand your audience – Not all influencers are the same
Last month’s Spotlight series highlighted that bloggers are one of the most influential advocates for any brand. Spotlight gives each brand an individual strategy which increases the likelihood of successful engagement with a brands target consumers. A great example of tailoring a brands message to its demographic was recently featured in the press where high street fashion chain Evans used ‘Plus size female bloggers’ in their latest designer shoot…
The shoot features popular fashion bloggers such as Fuller Figure Bust’s Georgina Home who loves the fact that the internet gives plus-size fashion a voice. Despite appearing in this recent campaign, they have always felt the ‘majority of UK fashion journalism is written by slim people for slim people’ . In terms of market segmentation this clearly doesn’t reflect the fact that in the last 50 years, people have put on more weight – government statistics say that 61.3% of the population are overweight or obese.
This should be a reminder to all brands that they need to constantly assess the ever-changing market whatever the industry. They need to make sure they are aware of the latest trends and what their audience is doing. Thankfully, the fashion industry has already begun to take note of this. Along with the mentioned Evans campaign, Dove released a new advert which went viral last month.
Following on from the success of Dove’s first series of ads using women real women, Dove launched a potentially tear-jerking advert. Of course, the advert will ultimately help Dove to increase profits, but that clearly isn’t the only motivation behind such a powerful advert. The advert, which has received mixed reactions, highlights the unrealistic ideals and pressures for the way women should look according to the media, and how this effects how they see themselves.
Here at Tamar, we are strong advocates of women being successful in all aspects of their lives. We believe that self-esteem and confidence play an extremely important role to this success at all levels. Although the advert has been criticised by some for saying that beauty shouldn’t be the ‘yardstick by which women measure themselves’, (which is true) the image and importance of beauty in the media does need to change. If the importance of beauty came from the media, the media may be the place that has to change how you view beauty and yourself.
It is clear that there is a cross-over with the media influencing consumers and consumers affecting what the media covers. As highlighted with the fashion industry, it is important to always be aware of your segment. If you need help to tailor your offering to your brands audience, and want to do a Spotlight for your brand then get in touch.