Basic demographics, psychographics, and likely lifestyle regarding 3 different potential publics/consumers/audiences
Sticker Giant targets a broad range of consumers. The company mainly makes stickers and labels that are used in branding. Therefore, their main target consumers lie in the conventional distribution chain that exists within an economy. The first category of consumers includes companies, corporates, and manufacturers. In most production processes, the predecessor stage of quality control is usually branding. Primarily, this is where Sticker Giant becomes relevant. Through partnerships, the company targets this category of large-scale consumers to supply stickers for their branding purposes.
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The other category of consumers is retailers, who can be store-based retailers or mobile retailers. As part of marketing and creation of a unique business image, branding is an important undertaking for retailers. For instance, retailers may need stickers for labeling the shelves and racks of their stores and equipment used facilitating trade within their premises. The last category of consumers is individual buyers of stickers for personal branding needs. The Sticker Giant Company started with a single bumper sticker that was designed to convey a political message (Sticker Giant, 2019). The sticker became popular leading to thousands of sales. Therefore, the company began by targeting the category of individual consumers before expanding commercially.
Unique niche and specialization
Branding is an important part of marketing. Being a branding company, Sticker Giant targets to propel its consumers, who for the most part are business or political individuals, to achieve their marketing goals. Ideally, this is the greatest goal of the company. Importantly, the company does well in laying an amicable platform where customers can interact with the designers of the company to achieve the stickers that appeal to them most. In essence, this is achieved through well-structured systems that enable customers to interact with designers as they explain the types of stickers they desire. Sticker Giant has one-on-one customer experiences, digitalized options of selecting material, colors, and graphics all of which are designed to ensure absolute customer satisfaction.
If Sticker Giant is not able to make enticing stickers to lure people to their customers’ brands, then the company would then be failing. Creating the coherence between stickers and how they propel their customers towards achieving their branding (marketing) goals is where Sticker Giant should focus on. The basic principle of entrepreneurship mainly resonates around consumer satisfaction. For the Sticker Giant consumers to be satisfied, they will need to achieve the goals (which are mainly marketing) they have when acquiring the stickers hence the reason why the company should focus on consumer satisfaction-related operations.
Potential Consumer Hierarchy groups
All the named potential customer groups for Sticker Giant would benefit from the company’s new point of focus, which has been discussed above. However, the hierarchy of customer groups based on benefits would also follow a conventional distribution chain from producers to manufacturers. Ideally, this means that companies and corporates that need Sticker Giant’s branding services will benefit more than individual customers in need of the same services. There are two main reasons why that is the case. The first one is economies of scale and large-scale buying discounts. Indeed, a company is more likely to purchase thousands of stickers than an individual customer; who may probably purchase a couple of hundred stickers at most. The other reason is that a company is less likely to have dynamic preferences in stickers. For instance, a candy company may take years before it changes its branding graphics and style. Noteworthy, this means that they will avoid any associative costs that pertain to new designs. For individual consumers, each set of stickers is often based on a particular event/operation hence they make repeated designs that attract extra costs.
Reference
Sticker Giant (2019). Retrieved from https://www.stickergiant.com/about
