Should you ditch your target market?

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By Sarah Turnbull  Between digital, social and traditional media, the idea of a target market is changing. We used to be able to group segments of the population together with similar beliefs, lifestyle and needs and reach them through obvious channels. Now with so many options for how and what to consume, there is no such thing as a typical consumer anymore.

 

So it was interesting to read a story by Retta, the popular American comedian and Parks and Recreation actor and her experience with the LA Kings. In a post on the popular Lenny blog last month, Retta shows how the enterprising social media manager for the LA Kings convinced her via Twitter to come to a game, learn about hockey and mobilize her huge social media following to do the same.

 

As noted by LaineyGossip this scenario is interesting because most would look at someone like Retta and put her way outside the target market of the NHL. She didn’t know anything about hockey, and most of her followers weren’t very interested in the sport. But that’s kind of the point. What is the use in talking to the same people, over and over again? The LA Kings chose an interesting strategy to broaden their horizons. And it’s paying off. Not only has Retta become a huge hockey fan – her 770 THOUSAND followers (on Twitter alone) are interested too.

 

So does it make sense to ditch your target market? In today’s customizable media landscape, it might be more interesting to start thinking beyond demographics and more towards values. Retta may not look like a hockey fan – but with her unwavering love for excitement, she certainly acts like one.

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