Procter & Gamble is smarter than you are. They stay on top of their game by constantly taking the pulse of their target audience, and adjusting both their products and marketing communications to match subtle or overt behavioral changes in the marketplace. P&G is not just interested in how women use laundry detergent—rather—they seek to understand how women perceive their lives. In talking with their mom
advisory panels, for example, P&G discovered that moms sometimes feel their personal identify is lost in the constant struggle to provide for the needs of their offspring. As such, P&G shifted the emphasis for cleaning children’s clothing to cleaning their own clothing. But children remain in the picture. You’ve seen the Tide commercial with the pregnant women spilling ice cream on her favorite maternity top. And you’ve seen mom taking her children to the playground in her white pants. You can learn more from
The New York Times (free registration required.)
Marketing Blurb believes all marketers would benefit from this degree of audience analysis and sensitivity. Remember that doing laundry is a chore, but wearing clean clothing is a joy.
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