How to target the "indie" consumer

Consumers who aren't attracted to mainstream media and aren't attached to online media are probably the hardest consumers to target. But finding the right groove with these independent minded people could be the difference between a well-executed and successful campaign and a well-executed but failed campaign. Research from Fuse Marketing could help you bring these indie users to your brand.

by Kristina Knight

First, marketers must match up with the consumer. Spending a large amount of money on fancy graphics, television spots and online video won't intrigue these users. Instead, marketers must appeal to their likes and dislikes.

Independent consumers don't conform to the same standards as the rest of the world. They want unique products from a unique environment.

Second, spend a bit of campaign revenue on influencers. Employ experts to instruct how to best use the product. This also gives a personal touch to the campaign.

Finally, show indies that your product and company are just as independent as they are. Don't dumb down the ad language; speak the indie consumer's language - the right way - and you'll attract the users to your brand.

Independent minded consumers are a crucial target market for every brand. Whether teen, 18-34 age group, older adults or the boomer generation, appealing to the major population bases is a must for advertisers. Not only will new campaigns thrive when correctly targeted but the brand overall will thrive because a new consumer base has been opened to it.