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Friday, December 05, 2008

Savvy Aunties And Your Underappreciated Customers

Every good marketing plan I have ever seen has the same piece of critical information to answer the biggest question of all: who is our target market? This is not about creating useless age demographics to segment an audience by what you think you can measure. It is about painting an idea of who the main person is that you want to reach about your product. Let's say it's a mom of a five year old boy. Once you highlight this main customer, your marketing focuses on how to reach them. That's the traditional model.

What if you could, instead, focus on your most underappreciated customer target? The one that none of your customers are chasing. The one that is open to what you're selling, and would love to hear about it, but no one is focused on telling them. For that same five year old boy, let's assume that person is his favourite aunt. The one he loves to see and idolizes. The one without kids who has plenty of money to spend on him, and loves to see him as well.

Thankfully, there is now a site called Savvy Aunties for all those aunties out there, which offers something to the forgotten demographic of women who love kids and have them in their life, but aren't moms. That's an example of focusing on an underappreciated demographic. Of course, their whole site is about these women ... but it does raise an interesting question for you to consider. Who are your savvy aunties, and are you doing enough to reach them?



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I'm so glad that you wrote this post about the underappreciated customers. I became a charter member of Savvy Aunty in July. I was very excited about this group because I was unable to have children of my own. But my nieces are like my daughters and I've always loved to spoil them. Moms can't always do that!

I shared my excitement about Savvy Auntie on my Heart Choices blog @

Thanks for this post!

What a wonderful site! I am a savvy auntie myself and LOVE being one. I just registered. I shared this site with my many co-workers who are also savvy aunties. There definitely is a much stronger connection to great and passionate aunts who are not also moms, and they need more of a voice.


Thanks for pointing out this site and the "savvy auntie question".
I think it teaches us that we should look beyond demographics and into interests - as you wrote yourself, customers wants and needs can never be captured fully by their age, and neither are gender, ethnicity (think multicultural advertising) etc. enough. Search ads are the perfect example of how targeting by expressed wants is far more effective than targeting by demographics.

Great post Rohit! It's crucial to identify a gap in the market and fill it. The trick with underappreciated customers is to reach out to them; i'd assume that would be a large barrirer to entry. I'm curious to see what kind of marketing they do. How do you all hear about it?

True, true! But Rohit, did you mean "none of your COMPETITORS are chasing"?

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