It goes against everything you’ve ever been taught. Which, come to think of it, is what you are supposed to do when it comes to creating successful, winning campaigns. You may have heard some marketing professional say “that if everyone is zigging, you zag.” When they begin to zag, you zog. You always need to be different from the competition, and that is what not picking a target audience will do for you.

Picking a target audience may be one of the hardest things to do when you are selling a new product or service. So why not, instead, just look at what your product/service does for people? Why don’t you concentrate on a problem within your industry that your product/service can help? That way you won’t be picking just one target audience. You will be picking psychographics of what your product or service can do for others. Ask yourself what the problem with people in the industries or segments of society is, and how you can help. It’s that easy. You want to know how we know? Well Apple did it.

Think about the iPod. And how it targets almost everyone. There is no specific age group, sex, race or similarity between everyone who owns one. It can be sold to teachers, athletes, grandmothers, construction workers; basically anyone who listens to music. The problem with society was that no one wanted to carry around hundreds of CDs with them just to have a variety of music. They wanted different music with them that didn’t involve having to empty mp3 players every night to have something different the next day. Everyone in society had the same problem, and Apple confronted it. They didn’t pick one target market and stick to just trying to sell it to one group. It would never have worked, or been as successful.

And now, everyone recognizes the Apple brand and the iPod identity. It was a brilliant idea that went against everything we’ve ever been taught. They definitely zogged with this one.

At Henderson Robb, we try to think differently from everyone else. Stick to what the trends in business and society are and who is doing what; but take a different approach to selling to them. Let us show you the ways in which we can zog. How many different results you can bring from one simple change. Show the rest of the world that you are capable of bringing your brand to their standards.