Comments on: Extinction of Demographics http://freshpeel.com/2008/09/extinction-of-demographics/ Ripe Brand Strategy. Juicy Insights and Trends. Mon, 14 Mar 2011 19:56:03 +0000 hourly 1 By: David P. http://freshpeel.com/2008/09/extinction-of-demographics/comment-page-1/#comment-4001 David P. Mon, 21 Sep 2009 18:32:30 +0000 http://freshpeel.com/?p=822#comment-4001 I don't think demographics are dead. I use direct mail and of course rely on statistics about people! I don’t think demographics are dead. I use direct mail and of course rely on statistics about people!

]]> By: Homemaker Barbi (Danelle Ice) http://freshpeel.com/2008/09/extinction-of-demographics/comment-page-1/#comment-2867 Homemaker Barbi (Danelle Ice) Thu, 02 Oct 2008 22:37:15 +0000 http://freshpeel.com/?p=822#comment-2867 It's true that demographics in the traditional (historical) sense may be close to a thing of the past. In the age of Google, tags, and related searches, it is much easier (and more effective) to market to people based on their interests than their age, gender, and race. Homemaker Barbi (Danelle Ice) It’s true that demographics in the traditional (historical) sense may be close to a thing of the past. In the age of Google, tags, and related searches, it is much easier (and more effective) to market to people based on their interests than their age, gender, and race.

Homemaker Barbi (Danelle Ice)

]]> By: Chris Wilson http://freshpeel.com/2008/09/extinction-of-demographics/comment-page-1/#comment-2865 Chris Wilson Thu, 02 Oct 2008 01:55:25 +0000 http://freshpeel.com/?p=822#comment-2865 Peter, That's it! Grow your brand to be something that people want to share and makes them feel good doing it. Thanks for weighing in! Peter,

That’s it! Grow your brand to be something that people want to share and makes them feel good doing it.

Thanks for weighing in!

]]> By: Peter James http://freshpeel.com/2008/09/extinction-of-demographics/comment-page-1/#comment-2864 Peter James Thu, 02 Oct 2008 01:43:57 +0000 http://freshpeel.com/?p=822#comment-2864 I learn more and more about the power of branding every day. The best advice I read in addition to this great post, is to treat your brand in an evangelical fashion. Make people love your brand so much that they feel good about telling others about it. They are willing to spread the word because it is self rewarding. 'Yo check out my new Nikes.' That kind of thing. I learn more and more about the power of branding every day. The best advice I read in addition to this great post, is to treat your brand in an evangelical fashion. Make people love your brand so much that they feel good about telling others about it. They are willing to spread the word because it is self rewarding.

‘Yo check out my new Nikes.’ That kind of thing.

]]> By: Cristián Saracco http://freshpeel.com/2008/09/extinction-of-demographics/comment-page-1/#comment-2862 Cristián Saracco Wed, 01 Oct 2008 18:42:47 +0000 http://freshpeel.com/?p=822#comment-2862 Hi Chris! Actually I'm a little more ambicious... If the company share values with a tribe (wherever they are) probably they will have similar behaviours... so if the company understand that, they will talk the same language... Easy to do, easy to achieve results (but with some problems with the traditional communication channels that are segmented by different things than behaviours) Also, if you are thinking (for example) of internacionalizing your brand, it would be more easy if you go to a place where people values and behaviours are closer to the ones which are the foudation of the company's call to action idea... E.g.: I was working with a company in Spain that was willing to export to Latin America (language advantage), and we discover that it would have been better to export to Poland... Fianlly, they did both efforts... and were successful in Poland! Also, you can follow this pattern to targeted campaigns... Hiwever, as a framework, strategically you can go deepest! Hi Chris!

Actually I’m a little more ambicious… If the company share values with a tribe (wherever they are) probably they will have similar behaviours… so if the company understand that, they will talk the same language… Easy to do, easy to achieve results (but with some problems with the traditional communication channels that are segmented by different things than behaviours)

Also, if you are thinking (for example) of internacionalizing your brand, it would be more easy if you go to a place where people values and behaviours are closer to the ones which are the foudation of the company’s call to action idea… E.g.: I was working with a company in Spain that was willing to export to Latin America (language advantage), and we discover that it would have been better to export to Poland… Fianlly, they did both efforts… and were successful in Poland!

Also, you can follow this pattern to targeted campaigns… Hiwever, as a framework, strategically you can go deepest!

]]> By: Chris Wilson http://freshpeel.com/2008/09/extinction-of-demographics/comment-page-1/#comment-2861 Chris Wilson Wed, 01 Oct 2008 17:18:43 +0000 http://freshpeel.com/?p=822#comment-2861 Cristian, Nope demographics aren't dead...yet. We both agree on that. But when you say, "useful to find another tribe members" are you talking about targeted campaigns, mailings, etc? Amber, You're right. Branding can be tough. You don't want to paint yourself into a hole, but you want to be specific enough to maximize relevance. I tend to believe that there is more risk in being too broad and relevant to no one, than there is in being too focused and relevant to a minority. And gaining a niche core group of fans in the beginning can lead to bigger audiences in the future. Cristian,

Nope demographics aren’t dead…yet. We both agree on that.

But when you say, “useful to find another tribe members” are you talking about targeted campaigns, mailings, etc?

Amber,

You’re right. Branding can be tough. You don’t want to paint yourself into a hole, but you want to be specific enough to maximize relevance.

I tend to believe that there is more risk in being too broad and relevant to no one, than there is in being too focused and relevant to a minority. And gaining a niche core group of fans in the beginning can lead to bigger audiences in the future.

]]> By: Amber http://freshpeel.com/2008/09/extinction-of-demographics/comment-page-1/#comment-2860 Amber Wed, 01 Oct 2008 17:05:55 +0000 http://freshpeel.com/?p=822#comment-2860 Branding is tough. You'd like to think that your brilliant idea will target exactly the group you want, but then realize you might not want such a specific brand. You want to be broad enough to entice everyone, but unique enough to draw the target group. Demographics definitely are not enough. Branding is tough. You’d like to think that your brilliant idea will target exactly the group you want, but then realize you might not want such a specific brand. You want to be broad enough to entice everyone, but unique enough to draw the target group. Demographics definitely are not enough.

]]> By: Cristian Saracco http://freshpeel.com/2008/09/extinction-of-demographics/comment-page-1/#comment-2859 Cristian Saracco Wed, 01 Oct 2008 11:27:57 +0000 http://freshpeel.com/?p=822#comment-2859 Yes!... demographics are not dead... In certain way they are useful for some brands which are more based in belonging values than in self-expression ones... Also, and considering biographical tribes (based in self-expression values and behaviours), demographics are useful to find another tribe members (not adecuatelly introduced but members at the end)... e.g.: Harry Potter's fans share more values than kids in the same classroom... however, for company purpose, you'll need the demographics' And it's also a true... they are not enough! Yes!… demographics are not dead…

In certain way they are useful for some brands which are more based in belonging values than in self-expression ones…

Also, and considering biographical tribes (based in self-expression values and behaviours), demographics are useful to find another tribe members (not adecuatelly introduced but members at the end)… e.g.: Harry Potter’s fans share more values than kids in the same classroom… however, for company purpose, you’ll need the demographics’

And it’s also a true… they are not enough!

]]> By: Eric Hamm http://freshpeel.com/2008/09/extinction-of-demographics/comment-page-1/#comment-2858 Eric Hamm Wed, 01 Oct 2008 11:21:22 +0000 http://freshpeel.com/?p=822#comment-2858 Very interesting topic. I have a technology consulting business and I know you are referring to physical products here, I see ways this information can be helpful for services as well. Thanks for bringing this insightful information to our attention. Eric. Very interesting topic. I have a technology consulting business and I know you are referring to physical products here, I see ways this information can be helpful for services as well. Thanks for bringing this insightful information to our attention. Eric.

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