Copycon roundup #3 - When is your target customer not your target customer?

Presentation number 3 was the brainchild of Aimée Lopez and was on something exceedingly valuable - how to uncover your target customer. Who doesn't need to know that?

The thing is, as Aimée wisely pointed out with an example that is firmly stuck in my head, if you don't do your research properly, you might not even realise who your customers truly are. Aimée used the example of Quicksilver seeing a rush on a certain size of boardshort. On the surface, it would be easy for a brand to simply think, "oh hey, we'll just make a shit-tonne more of these and enjoy the sales". Thankfully Quicksilver decided not to take things at face value and did their research - to reveal that actually, the shorts weren't being bought by their target customer (males aged 16-25) at all. Instead, they were being bought by women. Quickly spotting an opportunity, they developed the Roxy brand, targeting females in the same demographic, which has since surpassed the success of Quicksilver.

What Aimée's presentation has reminded me to is continue to dig deep into target audiences - whether that's the clients I would like to work with, or the work I'm producing for my clients for THEIR target customers. Because things aren't always as they seem on the surface.

Oh and if you didn't already know, Aimée is telling y'all now, 2024 will be the year of personalisation. You heard it here first. So whatever industry you're in, prepare to starting taking CX and personalisation stratospheric!

Thank you Aimée for such a thought-provoking presentation, and for connecting with me on LinkedIn!