Rule number one in marketing – know your target audience. If you don’t know the characteristics and traits of your target audience inside and out, you can’t develop a campaign that will appeal to their emotional senses. And when trying to market to a hipster audience, nothing becomes more important than targeting their emotional needs and interests. Let’s take a closer look at the characteristics, interests, and values of today’s hipster audience to give you a better idea of how you can target your marketing campaign towards them.
Hipsters don’t follow the conventional rules of society
One of the most important things that a small business owner can know about hipsters is that they don’t follow the traditional rules of society. Mainstream clothes, music, and trends? No way! Hipsters are all about creating their own personal identity and being uniquely their own. As a business owner, if you want to appeal to this need, you need to create a brand and marketing campaign that is also unique. Seek to do something that no other company has done before. And as a general rule of thumb? The more shocking, the better!
Hipsters are well educated
Despite popular belief that most hipsters are “too cool for school,” most are actually quite the opposite. In today’s society, hipsters tend to be well educated and enjoy expanding their knowledge base regularly. They can often be found in the nearest coffee shop or under the coziest tree reading their newest book or catching up on recent news. In addition, hipsters are usually very creative thinkers. It is not uncommon to see them working in the fields of art, music, or fashion.
Because hipsters are so smart, it’s usually more difficult to market towards them. Typical advertising techniques simply won’t work on this type of audience. Your best bet? Connect with them on a more personal level. Hispters don’t want to feel like consumers, they want to feel like partners. They have the goal to break and set trends, and it is your job as their “partner” to give them the avenue to do so.
Hipsters spend a lot of time on Social Media
While hipsters are unlike mainstream society in many ways, one way in which they follow societal norms is by regularly using social media. They often use social media outlets as a way of showcasing their creativity and uniqueness and displaying it to the world. This makes them an attractive target group for small business owners for two reasons:
1) They get your brand name out there:
Social media is an extremely helpful way of getting your brand name out there. If you can get people on social media wearing or displaying your brand, you can gain attention from more potential consumers quickly
2) They are trend setters:
Any type of exposure on social media is good exposure, but when a hipster is exposing your brand, this is even better exposure. Hipsters are often seen as the trend setters of society, so if a hipster likes your product or business, it can quickly catch on in the mainstream. In addition, hipsters tend to attract a lot of followers and, as we all know, the more followers you supporter has, the more attention they will attract.
To hipsters, Cool is Uncool
If something is defined as “cool,” it is uncool to a hipster. They like to wear and use things that are seen as “uncool,” and their goal is to look like they are never trying too hard. The contradiction here, of course, is that hipsters actually put in a great deal of effort into making it look like they aren’t trying at all. And in an even more contradictory turn, by trying to look “uncool,” hipsters actually end up being the coolest of them all.
So here is the job that you face as you create a marketing campaign to hipsters:
· Appeal to their emotional needs, as well as their likes and dislikes
· Educate your hipster
· Make your hipster feel like a partner instead of a consumer
· Make your campaign shocking and uncool (in an attempt to actually be cool, of course)
· Try hard, but make it look like you are not trying hard at all!
This is not an easy task, but if you can appeal to today’s coolest, uncool societal group, than promoting to the masses will easily follow.