Archive for October, 2012

Choosing How to Serve Your Audience: Target

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Target has a series of smaller City Target stores–although this one in Westwood Village near UCLA doesn’t feel that much smaller–designed for urban customers. I think they’ve done a great job of identifying their market and structuring the store to meet the needs of their audiences. For example, there’s both a street entrance (shown above) and a parking-lot entrance.

So which one is this display closer to, and why?

Help Your Audience Recognize Themselves

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I’m a fan of green cleaning products, so the other day this line by Eco-Me caught my eye. The packaging is simple, but it says a lot about how they see their audience:

  • Gender-neutral: there are male and female names for different products, and the silhouettes match
  • DIY: The labels show how the products would actually be used
  • Family-oriented: “Dave” is holding a small child
  • Individual: Each product has a person’s name attached (and “Jack” seems like a bit of a grandstander, doesn’t he?)

They literally show their audience on the label, so it’s easy for someone to say, “That’s for me.” (Or not, because no product is for everyone.)

How do you identify your audience? And how does your product reflect that?

QR Codes: Location, Location, Location

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I’ve written about how to use QR codes. I think it’s also important to think about where you’re using them. You want them to be easy to find and identify. What do you think about these approaches?

Simon & Schuster is starting to put QR codes on dustjackets; they’re hoping to drive subscriptions to their newsletters. Thought: If you read print books, are you going to appreciate this? If you read digital books, are you going to see it?

The Metro newspaper chain in Canada is using QR codes to promote their mobile edition. Thought: The micro-newspaper box–or is it nano?–is either adorable or invisible, depending on whether you look there.

QR code on Mine Bats van

Mine Bats puts a QR code on one of the rear doors of their distributors’ vans. Thought: Friends don’t let friends drive while scanning QR codes–but too many of us are already ignoring hands-free legislation, so this is probably smart.

And if you’re looking for some flat-out FAIL when it comes to QR code placement, you may enjoy WTF QR Codes. Don’t try those at home.

Photo by John Lisiewicz

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