IN YOUR SHOES Tips For Small Business

Getting New Customers

Diana Pohly

Why Looking for Customers in All the Wrong Places Can Be a Great Idea

Is selling to the “wrong” customers the right idea?

“For Martha Stewart’s New Fans, Tattoos Meet Appliqué,” a recent article in The New York Times, reported that a number of edgy young artistic types have recently discovered Martha Stewart. They are looking at her and what she sells though a new lens, and liking what they see.


Recorded Webinar
Branding Made Easy™

SBS Template
Toolkit for Creating a Brand Top-Sheet & Elevator Speech™

SBS Template
Toolkit for Creating Profiles of Your Best Prospects

It’s not the first time that a company has discovered lots of potential customers in groups that they never even considered. Some years ago Tommy Hilfiger discovered that inner-city kids were snapping up his company’s preppy clothing lines, which were conceived for upper-class, mostly white consumers. Rémy-Martin cognac made a similar discovery and has been advertising assertively to black customers for years. Vera Bradley, whose original mission was to provide attractive luggage for women, now also markets heavily toward young girls and the college crowd.

Where do those unexpected customer groups come from, and how can you find them? I am not a psychologist, but I think that these forces might be at work:

  • There’s an aspirational side to it. I recently wrote here that a growing number of older Americans are now buying three-wheeled motorcycles made by Harley-Davidson, which has abandoned none of its all-American, rough-and-tumble personality. So unlikely customers could be attracted to your brand because it represents something that they would like to be.
  • Growing economic power comes into play. Customers who have never had the means to buy what you are selling can be drawn to you as their buying power increases. For example, a growing number of young entrepreneurs who favor environmentalism and scruffy clothing are now buying luxury-brand watches from Patek-Philippe, Vacheron-Constantin, and other makers. It all seems incongruous, but no doubt about it; some customers buy more expensive products simply because they can. That could be worth considering in your marketing plans.


Interested in
Hearing More?


Free Tip Sheet: Getting New Customers
Attracting new customers begins with having a well-crafted business develop...

Free Tip Sheet: Generating Sales Leads
Is face-to-face selling as important as it once was? Do your salespeople g...

Free Tip Sheet: Customer Profiling
Customer profiling strategies, when properly executed, will help you develo...


This is an interesting article, Diana. I can see how some brands begin attracting audiences that they weren’t targeting. It’s def a smart business move to begin catering your marketing efforts more to a specific audience if you see your product or service being received well there – weather it was on purpose or not. Thanks for sharing on BizSugar.


Many companies have found new uses and hence new customers when the customers start using their products in unexpected ways that the company had not originally intended. Recently Kraft found out that their customers were using their iconic cheese in cooking. They tapped into this market and encouraged the use by promoting it. This also led to new product derivations resulting in higher sales.

The key for businesses is to engage with customers and help (even encourage) them to experiment. You never know when someone will come up with an idea that the businesses may not have thought of.

Great post! Here are two more reasons why customers out of our target market are finding us:

1. By being so laser-focused on our target customer, our brand has more clarity and that’s attractive.
2. Our brand’s clarity means that customers can be drawn to what it stands for. Martha Stewart’s brand represents flexibility, freedom, and creativity, which can be very appealing to a tattoo artist.


You must register an account to post.



Tapping the Power of Localized Thinking
"The death of "Small Town U.S.A." . . . ...

Sales: How to Qualify Leads with Just Six Questions
According to sales consultant Mike Brook...

Use this Simple Metric to Get More Bang for Your Print Advertising Buck
When shopping for ad space, it often see...


Why Looking for Customers in All the Wro...
Great post! Here are two more reasons wh... Admin Istrator

Why Looking for Customers in All the Wro...
Many companies have found new uses and h... Admin Istrator

Why Looking for Customers in All the Wro...
This is an interesting article, Diana. I... Admin Istrator