Target Market, Target Market, Target Market — Part 1

NOTE:  Companies or products mentioned are for the purpose of illustration or example only  — inclusion is NOT endorsement. 

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Make sure to check out Jenny Craig’s new marketing campaign with Queen Latifah.  It’s a great example of finding a new niche in a huge and very visible market – in this case weight loss – that’s already pretty crowded. 

Previous Jenny Craig campaigns with celebrities Kirstie Alley and, more recently Valerie Bertinelli, have focused on the most common benefit touted in the weight loss industry – appearance.  Both women emphasized how much weight they’d lost and the much smaller clothing sizes they can now wear.

This focus is also evident in the “common-gal-as-TV-celebrity” NutriSystem commercials with those powerful before and after images. 

Queen Latifah’s commercials (see them on the Jenny Craig site) speak to an entirely different market – one not usually targeted.  Her declaration that she’s always been happy with her size (implying that she doesn’t buy in to our cultural thin-is-beautiful obsession) resonates with many other average “plus-size” women.  These folks tend not to think of themselves as candidates for a weight loss program — they aren’t obsessed with their appearance;  “getting thin” (or at least thinner) is not high up on their crowded to-do list; reaching their “ideal weight” seems too far out of reach; or perhaps their family or culture commonly celebrates or accepts their size. 

When The Queen says she’s learned that by loosing only 10% of her body weight she can lower her risks of diabetes and other diseases, she’s opening a new door. The end result she’s highlighting is about feeling better and being healthier so she can live longer and enjoy her life and be with those she loves. 

No emphasis on big weight loss numbers; nothing said about clothing size or a glamorous appearance. 

10% of the one’s body weight seems short-term and do-able, even to someone who weighs 250 lbs. 

Imagine the potential revenue.  Let’s say a modest 20 lb weight loss is the goal. Jenny gets a paying customer for 3-6 months.  Presuming this is also a satisfied customer, there’ll be referrals of friends and family, maybe entry into a maintenance program or continued purchase of pre-packaged food, perhaps even motivation to continue on the program.   This is untapped revenue from a market that otherwise would never have been attracted. 

Here’s the big lesson – look deeper into your current target market.  Drill down further.  There is probably an under- or un-served group looking for different benefits in your offer — already there yet distinct from those you normally emphasize.

(Note: check out the aforementioned NutriSystem Vegetarian Program – perfect example)

Revise your message.  Reach out to this new sub-group. Offer results that push their buttons and speak to their fears, hopes and dreams.   

Who else needs what you’ve got?