Introduction

I think it’s a fair assumption to make that regardless of one’s aspiration, a common aspiration that we all share is to develop a good relationship with our consumers. As a result, we constantly desire to innovate new methods to market our businesses to a wider scope of audience. In this way, we become more appealing to the masses and are able to expand our outreach to unlock a previously untapped consumer base. 

However, no matter how strong or passionate our drive and determination are, there will always be a few blind spots that we can’t account for. Depending on the nature of your business, chances are your business won’t be applicable to everyone. For example, if you sell pet products, it’s only natural that your target demographic would be pet owners. Your business would not attract non-pet owners. In a sense, such audience groups would constitute as your “unobtainables”. Despite them not being your primary demographic, you shouldn’t be too quick to dismiss them. There are other ways to reach and leverage them to enhance your business prospects. 

1. Icebreaker Stage

Look at this simply: before you dive into any new business ventures, you’d want to have a fundamental understanding of the different facets of this new avenue right? Likewise, before you try to branch out to other target audiences, you’ll need to know who they are first. Although you might possess preconceived notions, sometimes your assumptions might be wrong. Rely on proper research instead to plan your course of action. 

Scan through the demographics of your current consumer base through whichever online platforms (website, social media sites, etc.) you use to maintain interaction with them. By understanding the traits of your existing audience, you can determine which audience types aren’t attracted to your business. You may choose to compare your findings to other consumer bases of your competitors or conduct surveys to gather more information on your lacking areas. If other competitors in the field are somehow successful in reaching your ‘lacking’ audience, find out why:

  • Why is my business unappealing to those groups?
  • Is it due to a lack of sufficient advertising causing their disinterest? Or is it misinformation about the subject of my business which deters them from it?

2. Finding Commonalities

After identifying the ‘problem’ demographic, your next step would be to gather more specific intel on them like their preferences and distastes, their living spaces and their occupation types or working environments, etc. This information on their daily lives can prove vital in determining the best mode of action or platform to reach out to them. It can either help you to enhance your existing marketing methods or completely reinvent your approach. 

3. How To Revamp Your Marketing Method

Adopting a more personable message in your brand advertising can better appeal to the emotional side of your consumers. 

Using storytelling with morals is one such popular method. It’s a common approach used by many businesses to tap into the emotions of the general populace, regardless of your lifestyle, occupation, or socioeconomic status. Empathy (and sometimes, sympathy) are feelings that most, if not everyone, can relate to. Be sure to apply this in the ads that you produce, and if you happen to use Facebook ads, we’d recommend trying Whatagraph facebook ads reporting to effectively check how well your ads are performing. 

Another popular method encompasses using humor as a tactic. Humor is not only a guaranteed way to establish relatability and likeability almost instantly, but it’s also an excellent way to build rapport if used in the right manner. Every generation’s sense of humor is different. These differing humor styles contribute to what uniquely characterizes each generation’s overall mentality and values. Hence, understanding the general humor style of your “unobtainables” is a great way to cast yourself in a positive light towards them.   

After you’ve successfully gotten their attention, you can then proceed to make adjustments to your services or products if needed to better cater to them. 

4. Give Them Something They Can’t Refuse

Now, we want to convert these newfound customers into loyal ones in the long run, but how? Essentially, you’ll have to start with the end in mind. Don’t treat these new customers as such but rather, view them as already loyal customers. This means that you should know them like the back of your palm. If you have a clear understanding of who they are as consumers, use this knowledge to your advantage to tweak or alter your business in a way that satisfies them. Give them something that they can’t refuse and can’t find anywhere else. 

You need to stand out from other companies of whom they are the primary consumers of. Remember, you’re starting out at a disadvantage here. Thus, you need to be innovative and be unique from the typical standard. This way, you’ll be more enticing and are able to establish reliability and trust right from the get-go. For example, introduce resources like discounts or demos or exclusive merchandise that are exclusive to this new consumer group only. This is known as inbound marketing.

5. Unawareness And Indecision

Sometimes, customers don’t know exactly what they want — this applies to your “unobtainables” as well. This is known as the awareness stage. Many of them might still be uncertain about the types of services or products they’re looking for. With oversaturated markets, who could blame them? They’re spoilt for choice and don’t even know where to start looking. Hence, this is where you’ll need to promote yourself to specifically address such indefiniteness. 

For example if there’s an interest among the elderly population to pursue fitness and maintain their overall wellbeing, you can promote specific gym programs to cater to that need. Offering mild aerobics/Zumba classes with yoga packages or conditional strength training regimes that can strengthen their bones and joints are examples of possible tactics that will appeal to them. Since they’re going in completely clueless about fitness, they’re basically open to just about any idea that could fulfill their desire for improving overall health. Hence, by offering them an array of possible solutions addressing their problem, you are technically making the decision for them simply through a wide selection of programs. Thus, it becomes a win-win solution for both sides: they become healthier and you earn a new consumer base. 

Conclusion

Honestly, the possibilities are out there if you’re willing to exercise your creative juices a little. Innovation doesn’t have to be overly complicated or hard. However do remember, while ambition is good, there are always limits to the human capacity when it comes to doing business. You won’t be able to make your business entirely relevant or applicable to every demographic out there. Thus, it’s also imperative that you choose your battles wisely and practically in order to avoid making otherwise unnecessary losses due to blind persistence or negligent oversight.