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What is it about Mother’s Day? Or for that matter, mothers in general? It seems like every time I’ve had a conversation lately about someone’s core audience, they tell me “We’re targeting moms.” Michael Kors is tapping into the mom market with a well designed mobile strategy. They are rolling out their latest and greatest with a mobile campaign targeting just Mother’s Day. Targeting a niche market along with an event is a solid mobile strategy that offers many opportunities.

blog post mobile design strategy michael kors Mobile Design Strategies for Niche Markets & Events Inspired by Michael Kors

As an article points out in Luxury Daily, fashion label Michael Kors is the leader this Mother’s Day on social media, particularly with a mobile based contest. Marketer John Casey pointed out, “…Next Mother’s Day, a mobile-based contest will be old news.”The article goes on to describe Michael Kors newest campaign, spear-headed with a mobile-based contest. To get the word out to their current customer base they used other social media channels such as Facebook, Twitter, and Pinterest to push the contest. Using the slogan “What She Wants,” the basic premise behind the contest is to funnel potential customers to the Kors ecommerce site which leads them to a specific area with cherry-picked gifts that mother’s would love.

CEO of Cross Pixel Media, Alan Pearlstein, agrees that there is a pressing need to examine the smaller markets instead of the broad scope. So instead of the Kors brand marketing to all women who could potentially become mothers, those who will not become mothers at all, or just women in general, they chose a specific demographic:

  • Women over 40 (Facebook’s most active group)
  • Women who have discretionary income to purchase luxury items
  • Women who use their smart phones on a regular basis to shop

The idea of using a mobile based contest is not new, but the strategy of using an event or holiday to increase brand or product awareness is a good one. Michael Kors took one section of the bigger piece of market pie, and narrowed it down specifically t o those who would be interested in Kors products, and those who need to buy their mother’s a gift. By using the catchy tag-line “What She Wants,” Kors is implying that yes, of course, your mother wants a product with the Michael Kors brand.

This works well as part of a mobile design strategy. Mobile niche marketing is an excellent way to push a certain type of product or service into the public’s eye but careful planning is essential to a campaign’s success. Initially you will want to examine which events, holidays, or seasons work the best for your campaign. Analyze what products will fit within the event you have in mind. If you are unsure which products, or which event might work the best, run a few test campaigns to see where you get the biggest response. You could even segment an ad and direct it to different target markets to see which demographic responds.

Once you have figured out what works and what doesn’t, then consider scaling your campaign. It is essential that you get the marketing message down beforehand. The next step would be to find neighboring markets to branch into. For instance, the Kors brand might realize that men need to buy Mother’s Day gifts too for their mothers or wives. What kind of campaign would answer and meet their needs? Last-minute gift ideas, calendar reminders, and other helpful items provide high value to potential male customers.

A caveat to all these good thoughts on scaling down your market: if you do not measure, you will fail. It is ultimately up to you to examine the data of your market to determine where there is a need. It’s vital to examine your analytics to see what target market you could grow a campaign with. Mobile ads and especially mobile contests targeted for certain type of individuals will garner more success than the casually flung campaign across any and all who might stumble upon it.

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