If you think the type of people in your target audience don’t matter, you’re wrong. When marketing your business it’s imperative to know the type of people you’re talking to. We’re all familiar with the terms “white collar” and “blue collar” workers, but did you realize these two types of people communicate in almost completely different ways in the work place? It’s important for you to know not only what type of people you’re marketing to, but how you’re going to effectively communicate with them.
When we got started on this topic we thought we’d be creating a list of do’s and don’ts for each type of target market. After digging in and thinking about it we realized the considerations when talking to both white collar and blue collar workers are essentially the same, but the end product after evaluating those considerations are different for each. It all boils down to speaking to others in a way they feel comfortable being spoken to in an effort to put them at ease with the idea of working with your company.
White collar workers are generally in an office setting. The term was originally used to characterize non-manual workers, but now it refers to employees or professionals whose work is knowledge intensive, non-routine and unstructured. Examples of white collar jobs include doctors, lawyers, engineers, biochemists, bank tellers, secretaries and many more.
Blue collar workers usually have manual labor jobs and typically work with their hands. Their work is directly related to the output generated by their company with an identifiable or tangible end result. Examples of blue collar jobs include construction workers, pipeliners, plumbers, mechanics, electricians and many more.
You should care, because you want people to react to your marketing. For example, when you go to the movie theater to see an R rated movie, there aren’t any previews for children’s movies. They thought about the adult audience and decided to show previews for movies they might also be interested in. If you don’t attend to your audience, like they do at the movie theater, your message will not make the desired impact on those that hear it.
White collar workers tend to observe a certain level of what they deem professional interaction in the work place. If your target market is predominately white collar clients, consider the following concepts as they can be applied to your marketing:
Blue collar workers aren’t always as concerned with office manners. That’s not to say everyone can’t still be nice to each other, but in an office co-workers seldom sweat together over a landscaping wall or trust each other to direct traffic while backing a truck load of material into a tight space in a work site. That type of interaction can create a different relationship between blue collar teams that white collar teams often strive for. Here are a few tips to consider when when marketing to blue collar companies:
We are huge supporters of marketing accurately to your target audience. If you’re doing it wrong, you’re just wasting your time and money– and nobody wants to do that! Of course some companies don’t strictly fit into one collar category or the other, so that’s where you have to use a little bit of both communication tactics. Either way, your audience matters. Your communication efficiency affects how well your marketing techniques will work, which ultimately translates to success of your business.
The best piece of advice we can give is, put yourself in the shoes of your audience, really think about who they are and speak directly to them, no one else. If you can’t do that in one marketing message you haven’t gotten specific enough with your audience. If this is the case, then it’s back to the drawing board to create multiple messages speaking to each demographic in a way that best resonates with them.