Print Advertising – Market Targeting The Essure print advertisement uses multiple segmentation bases which include demographic and benefit segmentation to better define their target market. Within Demographic segmentation, the advertisement employs gender, age, family size, income and lifecycle to reach its intended market. The couple, in this photo, seems to be in their mid-thirties to mid-forties, have two children, seemingly middle class, and they plan to not have any more children, based on the words “being done,” written on the pillow in the ad.
With benefits segmentation, the makers of this ad are grouping their target market based on the benefits they seek, which would be contraception. As the demographic segmentation produces a large market, coupled with benefits segmentation, a concentrated niche marketing strategy emerges. The segment further narrows and targets middle class mothers in their mid-thirties-forties who seek long- term contraception remedies.
The average notion of an American family has been the white picket fence with 2 children, a boy and a girl. The traditional concept of a mother, father, and 2 children and the words “I love having kids,” is easy to relate to when viewing this ad. The photo captured in the ad would not only be relatable to women in this lifecycle stage, but to average women who can relate to the same situation. With the two children in the ad, a boy and a girl, many would understand the couple’s decision to not have more children as they already “have it all”.
The activity in the picture seems fun and joyous, a woman simply enjoying her family. Her positioning in the ad is the main focus. The family is viewed as one unit while she is an individual. While holding a pillow above her head, there is a sense of dominance and control in this lively horseplay. Her whole family is dressed in white while she is wearing a light blue top. The color light blue signifies peace, calm and tranquility.1 These attributes are evident in the mother’s demeanor with her knowledge that she has control of her family planning.
With today’s sluggish economy and job uncertainty there are not many variables a person can control. Having an unplanned pregnancy during these times can send many families in economic and emotional free fall. With a smile and hands held above her head, a message is conveyed that this mother has her life and family situation in control. She has reigned in an unpredictable variable. The words “being done” on the red pillow raised above her head, not only shows she has the upper-hand in the pillow fight but also in the situation.
Besides the photo of a happy family, this ad is effective in that it presents a very personal, highly involved issue, without stigma, providing a possible solution. According to the National Center for Health Statistics, 38 million women in the U.S use birth control and of those, 9.3 million use temporary birth control and do not intend to have more children. Lastly, 51% of pregnancies for women over 40 years of age are unintended, with one third believing their family is complete.2 The ad states Essure is a surgery-free, permanent birth control that can be trusted. These factors are very important to the target market. Other methods of long term contraception, such as tubal ligation, require surgery which is a big concern for a mother. There is the unpredictability of surgery, downtime involved, managing work and the children while she recovers.
Essure’s ad effectively hits its intended target audience by evoking lighthearted emotion while revealing the benefits of the service. Family planning and birth control are very personal matters in a woman’s life. The chances of unforeseen events which may affect life’s plans are worries many women face. The ad conveys the peace of mind that comes when overcoming a fear. It portrays a happy mother and her husband connecting lovingly through a pillow fight with the children they created, but also supporting their decision about “being done” with procreating.
Need recognition for this product would produce interest. Due to life altering changes, a consumer would be highly involved in the purchase of Essure and need more information on the product category. Engaging in a learning process prior to involvement is an example of the complex buying behaviors that would be exhibited by the target market. Therefore, the change I would make to this print ad would be the inclusion of the company’s website address, which is also another form of brand promotion.