Aiming a product or a service at a given demographic is tough. Get it right, and you can have a lifelong fanbase. Get it wrong, and the backlash can be immense. So how do companies navigate this most tricky of situations in the digital era, and does demographic even matter anymore in the age of digital solutions?
Sky’s Halo Service
After three days in mid-November, broadcasting giant Sky decided to axe its new female-focused TikTok channel. The backlash to it had been extremely negative, with many branding it patronising and sexist. One commentator even described it as “infantilising” and said it put back women’s sport years. Sky’s original aim had been to create an “inclusive, dedicated platform for women to enjoy and explore content from all sports, while amplifying female voices and perspectives.”
The company did apologise, saying that they “didn’t get it right”. They then added, “we’re learning and remain as committed as ever to creating spaces where fans feel included and inspired.” However, by then, the damage was done, and the social media parodies were out.
Getting Demographics Right
While Sky’s channel was condescending and a huge blunder, getting demographics right is always a tricky issue. Aiming a product at a particular niche is always tough, as you are generally grouping many individuals by a broad common thread.
One sector of entertainment that has worked hard to do this is the iGaming industry. When it comes to slot games, it has done this through providing extensive choice. You will find that many games by developers have similar mechanics or functions and share bonuses. Yet by changing elements, such as graphical themes, music, and difficulty levels, they can appeal to whole new audiences. This has provided everything from kawaii-style fairground themes like Fluffy Favorites slot to mythology-themed outings like Mega Zeus. Each appeals to a different demographic, but provides a similar entertainment experience.
Learning from Demographic Mistakes
The first step in demographics is defining your product or service. This involves understanding what it provides, its special features, and its unique approach. By checking this, you can consider what demographic this would appeal to. After, start to dig into analytics to see who your customers already are. It could include looking at social media statistics or website traffic. You may already have solid market data on this.
The next step is to begin conducting market research amongst this group. Ask what they’re looking for, and test different approaches. It is unlikely this is something Sky tried with the Halo channel, instead making assumptions about what consumers wanted and what would attract them. Once you have this information, you can start to break this demographic down into target personas. This increases personalization even further and can help shape your marketing efforts.
Targeting demographics has some huge advantages. It is almost accepted business practice. Yet making assumptions about what your customer wants, and how it should be presented, can lead to disaster. If you are considering it, invest time and money into quality research and avoid these mistakes.