In a recent campaign for a client, we targeted a very specific demographic for a digital buy. The media was very carefully chosen to hit our ideal consumer. During the course of the campaign we monitored the results on a daily basis to make sure that we were hitting our core and quickly made adjustments when needed. It looked – on the surface – like everything was working beautifully.
But was it?
At the end of the campaign, we evaluated the results. Our target brought friends. In the final evaluation, we got more than what we anticipated. Is this a win, or is this a fail?
Target marketing is not an absolute. Often your message resonates with more than your ideal target. Sometimes the guys just want to hang with the women. And that is what we need to plan for with every campaign.