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Successful Brands Know the Crowd

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Here’s the deal. Recently, I decided it was time to purchase that muscle car I’d always dreamt of owning. However, I couldn’t even think about visiting a Ford dealership to test-drive a Mustang or hitting up Chevy to scope out a Camaro. Though I’d love to drive either one of those gorgeous rides, I’m a guy with two kids. Having two kids and a 2-door muscle car would make it a nightmare to be alive on a daily basis. I’ve got car seats, backpacks, toys, stuffed animals, pillows, and other kid-related junk being toted in and out of the back of my car on a daily basis. I needed a car maker who understood that there’s more than just 21-year-olds looking to impress girls out on the road. There’s guys like me. Guys who want the muscle, but need the space. And only one car brand offered just that.

See also: Why Your Business Needs Analysis

A Bit of History

1969-Charger

During the early 1960’s the car maker Dodge was in desperate need of producing a vehicle that appealed to someone other than grandpas. And so, in the fall of 1966 the world was introduced to the Dodge Charger. During its second generation (from 1968 to 1970) the Charger would become one of the most recognized and respected muscle cars ever made. Remember General Lee, from The Dukes of Hazzard? Yup… that’s the one. The model went through various versions, until it was retired in 1987. In 2006, Dodge re-launched the Charger, but this time, as a 4-door muscle car. A 4-door muscle car? The purists were irate! But a whole other group was ecstatic. Namely, guys like me. You see, though I’ve always loved the Camaros and Mustangs of the world, I’ve never been able to even consider getting into one of those because I have a family to tow around. But Dodge studied my crowd… and catered to us kid-having, muscle car-loving guys.

How to Know the Crowd

Market Research

A smart brand will employ every resource available to get to know its audience, understand the needs in the marketplace, and craft products or services that meet those unique needs. Herb wrote a great post explaining the importance of research to a company. In it, he explained that, “Marketing research is the process which helps your company know its customers, and allows your firm to build mutually beneficial, long-term relationships.” Precisely! Understanding your audience’s age, gender, marital status, family size, income level, purchasing behaviors, and overall needs will not only help focus your marketing initiatives, but help you discover new opportunities in the marketplace. Dodge did their homework and realized there was an untapped market for a 4-door muscle car and they tapped into it. As a consumer in the automotive marketplace, I needed an American-made muscle car, with space and comfort for my kids. As long as Dodge continues to be the only and/or best car manufacturer creating just that, they have me as a loyal customer. Get started with market research and get to know your crowd of existing and potential customers.

See also: Quality Data Starts With Collecting, Integrating, and Leveraging Your Customer Data

Knowing the Crowd Pays Off

Pays-Off

According to Fiat Chrysler Automobiles, sales have significantly increased since the Charger’s 2006 re-launch and because they did their homework, they understand what they have in their hands: “The 2015 Dodge Charger competes in the U.S. full-size car market, but stands alone in a class by itself as America’s only four-door muscle car.” Having a product that stands alone in your market… that’s power! Dodge made themselves my only choice. Now, when I jump into my car, I feel like the king of the road. But best of all, I can comfortably fit the prince and princess of the road in the back seat!

Know your crowd. Do your homework. Meet previously unmet needs. Put out a product or service that makes someone feel like it was tailor-made for them. As a result, you’ll build a brand with devout, loyal followers who will keep coming back for more. And that’s a successful brand.

About The Author

Diego Aguirre

Diego Aguirre is Associate Creative Director at Marketing In Color and holds a Diploma of Digital Design from the Art Institute. His branding and design work has served clients across a wide range of industries.


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