One of the biggest struggles in marketing is talking directly to every visitor who comes to your website or your Facebook page.
That’s true with me because my target audience includes PR pros, small business owners who want do-it-yourself publicity tips, authors who know nothing about book publicity, and rock bands that want more online visibility to book more gigs. But how do I speak to each of those groups quickly, and direct them to the part of my website that will help them most?
Look at the beautifully illustrated and oh-so-simple infographic that the Duluth Trading Co. uses on its Facebook page to help customers find, within seconds, the perfect gift for the type of guy who needs it. I’m guessing this was probably done by their ad agency, but we could take this same idea and adapt if for our own use.
If your target audience includes segments that are very different, consider something like this. You could use a simple infographic to lead specific segments of your audience to certain categories of free articles, for example. What other ideas can you think of on how to use an infographic like this in a publicity or social media campaign? Share your ideas in the Comments section below.
Duluth Trading Co., by the way, is coming to Port Washington, Wis., where I live, setting up shop in the old Smith Brothers Restaurant which has sat vacant for several years. Can’t wait until they open this fall!
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Joan,
Thanks for sharing this wonderfully illustration from the Duluth Trading Co. It has given me ideas for my new branding concept that is in the works.
I look forward to the creative ideas you gather from far and wide.
I happened to be at Duluth’s website because they’re moving into the town where I live. When I saw that infographic on their Facebook page, I knew it was a winner that I had to share it with my Hounds. Thanks for stopping by, Flora.
The infographic is a great idea, Joan; thanks for sharing it! Could it also be used for people at different components of the sales funnel, such as those looking for free articles, e-books or other low-cost products, or those searching for more complete kits or services?
I don’t see why not. You can take their concept and adapt it to any need you have in terms of segmenting your audience.
I think it’s brilliant, and a great way to get visitors to self-select into a specific group. The fact that it’s a really fun piece of artwork in a style that perfectly complements the brand only makes it that much better. Thanks.
I thought it was fun, too, and the little descriptions of the guys made me smile. You know, Joel, when we are being bombarded with so many of those big, clunky infographics, it was so refreshing to come across something like this. Glad you liked it, too. Thanks for commenting.
Great infographic! I have seen this done in other ways such as Levi’s Curve ID campaign. Women can take an online test laid out similar to the above infographic and it will help you figure out your body type for a custom jean fit. The best part is this test actually works! True fit every time! http://www.levi.com
This is a perfect way to reach your customer & target a specific audience! Thanks for sharing!
I love these “tests” that retailers offer, but only if they truly work. People love interactive exercises, particularly those that help them find what they’re looking for. Thanks for stopping by, Karli.