The mass market fiction

I have a bit on the side. I’m teaming up with marketing capability consultancy Curious Decisions to create a trailblazing programme on diversity marketing. Here’s why.

Your customers are fantastically diverse. Their attitudes, interests, behaviours and demographics present almost infinite possibilities.  For any company to scale to “mass market” proportions, it’s vital to respond to the nuances and complexities of multi-segment markets.

That’s just the real world. Customers don’t stay in their boxes.

But marketers still use the myth of “mass market” to justify to themselves laziness about or blindness to this richness.

In corporates, this looks like getting lost in targeting the fictional mainstream. Locked away in commuter belts, corporates research comms and propositions to death, often losing sight of their USP and their niche, reducing themselves to average marketing for average customers.

Meanwhile, start-ups are busy making start-ups for start-ups. It’s the reason we see so many open sourced geo-located aggregator crowd-fund platforms. These brands may go down a storm in silicon valleys and roundabouts. But no further.

Just like the corporates, the founders of these start-ups have not looked outside of themselves.

Diversity marketing is simply looking outside of your organisation’s expectations for its average customer. It’s the ability to create a brand which speaks to people as complex individuals, and be capable of tightening targeting down to a clearer, sharper audience. It’s a powerful tool for companies trying to grow.

I’m working with marketing capability and strategic consultancy Curious Decisions to deliver a Diversity Marketing programme designed to transform how businesses think about their customers.

This isn’t just a bottom-line venture. We believe that society will benefit from the increased consciousness and recognition from the brands that form so much of our cultural landscape.

Our focus for this programme will be big, blue chip brands with marketing departments who need training up and letting loose on making more diversity-based marketing happen. But the principles apply to everyone. You can find out more about our work here.

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