Target group or brand fans
I have a challenge for the media agencies and buyers among us. Many of our clients are fascinated by the concept 'brand fans'. They understand that their above the line advertisement is seen mainly by people who are already positive about their brands. So, targeting these people is their next challenge. Often the advice is: go on Facebook or Twitter to connect with your brand fans.
However, big brands still need the reach of mass media to spread their message. So, it becomes a business opportunity to help big advertisers to find their brand advocates there as well. Today, most (all?) media agencies are targeting on demographics. The moment one of them is capable in targeting the brand fans of major advertisers, it becomes a different story.
Recently we’ve done work for a large advertiser to see if the profile of their brand fans and their demographic target group was comparable. The results were eye-opening: the profile of the fans was in most cases rather different. Their next question was: can our media agency deal with this? The reality: no, they can’t!
A challenge for that industry, but clearly the demand of many brands.