I was watching some Sunday morning news—which is very rare. However, something caught my eye—a commercial for Dove Chocolates. Obviously Valentine’s Day is around the corner so I’m sure they are beefing up their marketing to capitalize on their busy time.
But, what I saw was a commercial that really tugged at my heart. It was like they KNEW WHAT I WAS THINKING, and they RELATED TO ME. Now, I’m going to go buy some Dove Chocolates for myself Take a look at the video:
Typically a holiday for couples, Dove heard their audience and tailored their marketing strategy to defy the logic of Valentine’s Day. What they showed was a SINGLE WOMAN celebrating Valentine’s Day and ‘her valentine’ was ‘the chocolate’. They have other commercials out right now too like the following that shows a lovely couple.
What Dove Chocolates recognized was their target market is mostly women. But not all women are in relationships. According to MSNBC Survey and eZine, 50% of New York state adults are not married. Think that is a lot? It’s not! In Washington D.C., 70% of adults are unmarried!
If Dove had only produced the latter video, they would not have honed in on a large part of their target market.
Now, here’s what you should learn from Dove’s marketing campaign:
1) Define your target market – ALWAYS.
2) Do not limit your target market to one demographic-unless this is absolutely the case.
3) By listening and engaging with your audience on social sites, you can craft excellent marketing campaigns that yield results.
4) Take advantage of the social media sites that are utilized by your target market. This will allow you to be able to connect on a more personal level with your audience.
Check out Dove’s Facebook page! They are doing giveaways and they respond to comments. As I always say, they are executing with excellence. If you follow me on social media, you may be tired of hearing me preach about Pinterest for those who target women. Check out Dove’s Pinterest page….FLOP! Step it up Dove. 2014 is the year of the rise of Pinterest and the decline of Facebook.
What other things stood-out to you with Dove’s marketing campaign? Share them below and join in on the conversation.
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