Politics, ideology and identity have always been present, but recently they have become a factor in marketing and advertising. The reasons for this change are too involved to be discussed here, but the effects are our topic today.
Some companies are associated with political positions, ideologies and identity groups. This can be the result of their products or services, business practices, their position on public policy or the actions of their owners. Consumers are presumed to have certain values and beliefs, based on what they buy, or where. Furthermore, a company’s values are often assumed to be similar to that of its customers, and vice versa.
We are all familiar with companies that have ‘reputations’ for being affiliated with specific beliefs. Democrats favor Ben & Jerry’s, Whole Foods and Volvo, while Wal-Mart, Chick-fil-A and Cabelas are more to the liking of Republicans. This is rarely the result of any intent of the companies to combine a set of values with a marketing plan.
The stereotype of a Ford truck owner is that he hunts, lives in the suburbs or country, and has a wife and children. The stereotypical owner of a Smart car meanwhile, is assumed to be a single, college-educated vegetarian, living in a city. While neither of these generalities are always true, they demonstrate a connection between companies, their products, and the lifestyles, demographics, and presumably, politics and ideology of their customers.
Ben & Jerry’s Ice Cream has created a brand based on the politics and ideologies of it’s founders. This has increased their profits and helped them develop strong brand loyalty. By purchasing Ben & Jerry’s, it’s customers enjoy an excellent product while also promoting what they believe are worthy causes.
McDonalds, on the other hand, is frequently under fire from animal rights supporters; public health advocates and people promoting a higher minimum wage. This has a negative influence on their image, and it limits their ability to grow their customer base in their very competitive market.
The values and lifestyles of your potential customers can be a powerful marketing tool. Having a clear understanding of your product or service, and the people that need it, helps you reach them effectively. Why, specifically, do they want or need it? What is there about you, your product or your customer, that can help you intensify the relationship between you and your customer? How can you, based on your customer’s needs, differentiate yourself from your competitors?
Lacking this knowledge, or ignoring it, can limit your marketing efforts. By not maximizing relationships with your ideal customers, or by alienating potential customers (even just marginal ones), you can hurt your bottom line.
The goal of marketing is to explain the benefits of your product or service to the people most likely to buy it, and then motivate them to do so, hopefully repeatedly. Providing an engaging experience and building a durable relationship with your customer is preferable to a constant struggle for new customers and an endless series of one time transactions. At Transformation Marketing, we specialize in creating that durable relationship with the target market by tapping into those values and lifestyles!