who else should we target?
I first drew this cartoon for a presentation at Google, and I’ve been getting enough requests from people to license it, I wanted to share it here.
Many brands try to be all things to all people. It can be tempting for marketers to try to target everyone, particularly if you want to reach scale. Yet brands that try to appeal to the vast majority won’t be that meaningful to any one group in particular.
In the mid 90s, I worked in Prague for a year. This was a few years after the Wall came down, and an influx of Western brands with deep pockets were trying to crack the former Communist markets. With free competition, it seemed like the days were numbered for some of the local Czech brands. Once of those brands was Kofola, a soft drink invented in 1960 as an anti-Imperialist alternative to Coca-Cola and Pepsi.
I’m back working in Prague for a couple weeks this summer, and I’ve been struck by how Kofola has not only survived, but thrived. Kofola is one of the few local brands in the world that has successfully defended against Coca-Cola and Pepsi (holding on to a 30-something share in Czech Republic, Slovakia, and Poland).
From what I can tell, Kofola did this by not trying to out-Coke Coke. They seem to target a narrow audience of 20-something Czech pub-goers — a good fit given that Kofola is on tap at most local pubs. They also play up their local Czech and Communist heritage. This narrow focus allows them to run with an edgy insider marketing communication style very distinct from Coke and Pepsi.
Here’s an example from one of their TV spots.
I’d love to hear your thoughts on finding your target and thinking like a micro-brand.
(Marketoonist Monday: I’m giving away a signed cartoon print. Just share an insightful comment to this week’s post by 5:00 PST on Monday. Thanks!)