alds targets baby boomers, they show older people, often with their grand- children, going to McDonalds. How- ever, When they target teenagers, they show teenagers going to ‘Mickey D’s.’
Gieco is another excellent example of targeting multiple demographics. From their gecko to their made of money man to their hugely popular caveman commercial, each one targets a differ- ent demographic. Even while appealing to multiple avatars, the logo, slogan and message never changes. This enables these companies to cast a wide net to include all the people who will enjoy their product or service.
Logos, Mascots And Colors, Oh My… Logos, mascots, slogans and colors are often what’s thought of when brand- ing is mentioned. Too often, businesses waste far too much money on these things before truly understanding branding. Once you know your Ava- tars, both from a demographic and psychographic standpoint, then you’ll understand how to market to them. Once you know this, the more super- ficial part of branding, such as logos, colors and slogans will take care of themselves. There’s an old saying in the world of salesmanship that no one buys a drill because they want a drill, they buy a drill because they want a hole. They choose their drill based on whether or not they think it will give them all the future holes they need.
Knowing who your customer is, why they buy and what you’re really selling is the most important part of brand- ing. Taking the time to figure this out will save time, money, and give you the ability to delight your customers so you can make more money. ●
Mercedes Tabano
mercedestabanoii.com/ www.facebook.com/DynamicDimensionsMar- keting” \t “_blank”
https://www.facebook.com/ DynamicDimensionsMarketing LinkedIn: Mercedes Tabano II
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