I know I've been writing a lot tonight, but I just need to get one more topic out before I hit the hay.
This last weekend I went to Whole Foods for the first time. It was quite the experience and I enjoyed shopping there even if I don't see myself going a whole lot in the future. I also recently saw an advertisement for Whole Foods. What I want to do in this post is propose a possible audience that isn't really being targeted that I think should be and an angle I think would work well in a campaign.
There are many different kinds of people that Whole foods might want to advertise their organic products to. The stigma of organic foods is that they are not only healthier for you but also more expensive. Therefore, Whole foods will want to advertise to those people who are both interested in maintaining good health and earning enough to purchase the means to do so. For instance, women of the upper class with children beyond the infant age would be inclined to try organic foods in order to restore themselves to the shape they were in prior to pregnancy. Or maybe organic foods would interest celebrities doing anything they can to maintain their Hollywood body.
I would say a good "target audience" would be middle-aged women of the upper class or higher middle class. In an attempt to be a little more specific, maybe women between the ages of thirty and fifty that are earning a combined household income of at least six figures. I would guess that the majority of these women will be married and living in a ritzy suburban area or very successful single business women living in the big city. These are the audiences I would focus the most on targeting in the Whole foods campaign.
Obviously Whole foods would need some intriguing selling propositions and appeals to grab the attention of our targeted audience. These women will be very picky, critical and probably regard themselves as experts in the subject of staying healthy. They won't have any tolerance for being ripped off and therefore will be quite cautious.
One idea might be to offer comparative statistics between the Whole foods organic products and their non-organic competitors. This way the buyers can see for themselves the benefits. Whole foods might also want to consider finding a way for potential buyers to try their products. Then, the company can prove to their target audience that the taste is either the same or better than the non-organic foods. Going back to statistics, Whole foods could research the benefits of organic foods for children and release that information to their audiences.
Another appeal would be the freshness of organic products. Whole foods would need to make sure they're advertising the difference in how their organic foods are raised and produced. By showing the path of how their products are created, their potential buyers can be sure of what they're eating. Finally, maybe a unique selling proposition would be to try to gain a sponsorship from a bulk, nationwide grocery store, such as Costco or Sam's Club. These places require a paid membership in order to shop their products. This way Whole foods can better target those willing to pay a little extra for their food.
I am recommending that the Whole foods market be addressed to middle aged women of a higher socioeconomic status. This audience is of value to Whole foods because they will be the people most likely inclined to purchase a healthier way of eating. Hopefully, the next ad I see for Whole Foods targets this audience or at least a portion of it. I really believe these are the people they should be after.