If you stick with me today, I’m about to show you a different way to think about target markets (your who). Not only that, but I’m also going to show you a different way you can help certain target markets. And in the process, I’ll show you how that target market can help your company.
Are you ready? It all begins with the invention of a new dish soap that could clean away grease: Dawn dish soap.
Dawn dish soap is the leading dishwashing liquid in the U.S. Procter and Gamble introduced it to the marketplace in 1973. It was invented by a guy named Paul Andrecola who only 26 years old at the time.
(Interesting side note: Paul is the same person who later invented Febreze.)
So far the story doesn’t seem that exciting yet, does it? That’s because you haven’t heard about the amazing discovery that was made about Dawn…
The Amazing Discovery
Five years after it was introduced, something interesting happened that Procter and Gamble had nothing to do with.
In 1978, the International Bird Rescue Research Center (IBRRC) was conducting a test. You see, Chevron had given the IBRRC a small grant to test how well all of the major dish soaps were at cleaning birds that were covered with oil.
That’s when they made an amazing discovery.
After testing all of the dish soaps, they discovered that one of them worked way better than the others. It was Dawn.
After making this discovery, they contacted Procter & Gamble to let them know the results of their test. They also asked Procter & Gamble if they would donate cases of the product to help them to save birds.
Dawn/Procter & Gamble’s Surprising Response
What was Procter and Gamble’s response? Surprisingly, they ignored the IBRRC’s requests. Before you get upset at Procter & Gamble, you need to know the reason why. It wasn’t because they didn’t care about birds.
It was because Procter and Gamble knew that they first had to make sure Dawn was doing well as a product before they could pursue causes they wanted to support.
Now think about that for a minute. The IBRRC has uncovered a new use for Dawn and a new target market for Procter and Gamble, but Procter and Gamble didn’t see a value in pursuing this new target market… yet.
But, after 10 years spent establishing the brand in the marketplace, Procter and Gamble finally felt they were ready.
The Decision That Changed Everything
In 1988, Procter and Gamble finally agreed to donate cases of Dawn to IBRRC. Their timing couldn’t have been any more perfect. Why do I say that?
It was just a year later, during the Exxon Valdez spill in 1989, that volunteers used Dawn to clean the oil-covered birds. That moment changed everything for Dawn.
The media fell in love with the story of Dawn dish soap being used to clean the birds. They loved the story so much that they featured it in their news stories. The crazy thing is the media has continued to love and share that story over all the years since.
Think about how powerful that is for the brand Dawn. What else can better prove that it works at cutting grease and is also safe and gentle?
That’s why, after taking so long to decide to participate in bird rescues, Dawn isn’t just donating cases of its dish soap.
They are now so focused on this unexpected target market that they now take part in advocating and promoting animal rescue efforts in their commercials.
Commercials like this one…
Now, that’s a powerful and moving product demonstration!
3 Lessons on Targeting Your “Who” from Dawn Dish Soap
I believe there are several valuable lessons that we can learn from Dawn dish soap:
1. Focusing on the right target market is more than just about finding a group you can sell to. It also involves focusing on a group you can effectively serve.
2. When you find the right target market to sell to, the revenue that those customers generate for your company will generate the funds that enable you to serve another market.
3. When you find the right target market to serve and actively and passionately serve them, you will attract even more people that you can sell to. Why? Because you enable a target market to give their purchase meaning.
Don’t just pick a target market for your company to serve for the financial benefit. Choose one purely for the benefit of helping a group of people (or a group of people trying to help animals as in this case).
Just know that when you do choose a certain who to serve that you will, by default, attract a certain target market that wants to purchase from you.
That’s not all. Choosing a who/target market to serve will also give a unique way to stand out in the market.
And that will give you an advantage over the competitors who only focus on a who/target market to sell to.
Just look at how it has helped Dawn. Dawn dish soap is the leading dishwashing liquid in the U.S.
Next Week: The 6th Marketing Fundamental You Need to Succeed in 2021
Well, that’s all that I want to share with you about the 5th marketing fundamental (your who). Next week, I will reveal the 6th marketing fundamental you need to succeed in 2021.
Stay tuned.
Catch Up on What You Missed in This Series
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In the meantime, if you want to catch up on the previous marketing fundamentals I’ve already revealed, then click here. (There are now 22 previous articles in this series.)
