As a digital marketing manager with over six years of experience running ads to market a product for different target demographics, I found it extremely helpful to identify common values and interests that resonate with the target audience. It’s crucial to highlight the versatility of a product or service by presenting different scenarios on which it can be used. For example, a kitchen appliance ad could highlight the core message of saving cooking time while presenting a visual asset that resonates with multiple demographics. For example, one version of the ad could display a young professional using it to make quick meals, another version could show a family cooking together on a Sunday, and a third version might display older adults making quick meals for family gatherings. This approach balances a common interest between different demographics while sending the same core message to “save cooking time”.
When tailoring a single advertising message so that it resonates with multiple demographics, it's important to get the heart of what the audience truly wants. Sure, you might be targeting people in varying demographics, but what want or need do they all have in common? That's what you want to evoke in your copy. When you can touch on the emotions behind that want (or need!), you can more effectively speak to all members of your audience, no matter what their official demographics are.
To tailor a single advertising message for multiple demographics at SurvTech Solutions, I use market research to understand each group’s needs and preferences. I identify core values that resonate universally and craft the message around these while incorporating language, imagery, and channels that appeal to each demographic. By using customized channels, inclusive language, and continuous testing, I ensure the message effectively reaches diverse audiences, fostering inclusivity and connection while maximizing the impact of my advertising efforts.
While delivering universal messages to multiple demographics is incredibly difficult, it isn't impossible. Rather than focusing on products or features, you need to focus on the universal underlying emotions. That might be family, nostalgia, or fear. Popular musicians often write obnoxiously vague lyrics to attract as many listeners as possible. They don't sing about a specific time they were in love; they talk about "love" in the sense that anyone can copy and paste those lyrics into a Facebook status and feel like the words resonated with them. Of course, that's all easier said than done. Your advertising message should be a/b tested with various demographics to see if they all walk away feeling the same emotional takeaways as intended. If not, it might be time to go back to the drawing board to see if you could hammer home a different ideal or emotion.
To create one marketing message for various demographics, I tried to find a common value. We were advertising a fitness device to help people remain active and healthy. First, we identified “personal growth” as the core message. This theme attracted both young adults entering fitness programs and old ones trying to keep fit. Our ads revolved around supporting personal fitness goals regardless of your stage in life. Afterwards, we designed different visuals and scenarios to illustrate our audience’s diversity. For the younger generation, we used energetic group workouts and challenges. We featured individual exercises and wellness options for older adults that enhance long life and well-being. In our social media campaigns, we ensured that nobody felt excluded by employing inclusive language and varying images. Similarly, we included real user stories from various age brackets with their distinct aims achieved by using the app.
At Startup House, we believe in the power of storytelling to connect with diverse audiences. By crafting a message that speaks to the universal human experience of overcoming challenges and achieving success, we are able to resonate with people from all walks of life. Whether you're a tech-savvy millennial or a seasoned business professional, our message of innovation and collaboration speaks to the core values that unite us all. By focusing on the emotional impact of our work rather than technical jargon, we are able to create a message that transcends demographics and speaks to the heart of our audience.