MLB & Victoria's Secret?

This morning USAToday.com posted an article titled “MLB Partners with Victoria’s Secret to take swing at female fans.” I’m a female, and I’m a fan – of baseball and Vicki’s (my personal nickname for the store). And I’ll definitely be checking out this new collection.

However, I’m not sold into believing Victoria’s Secret’s core demographic, especially of its PINK brand, is the same as MLB’s female demographic that constitutes 40% of game attendance. The last game I attended was filled with more moms and toddlers than co-eds in PINK gear.

So is MLB’s targeting of such a group going to prove successful? My guess would be great success in clothing purchasing, but only time will tell if those retail sales translate into more women in the stands at the next Cubs game. But if your company is focusing on reaching the correct demographic, it’s important to remember the basic concept of quality versus quantity – ensuring you’re reaching the right consumers, not a lot of the wrong ones. Why pay for commercials on FX when your target consumer is watching Disney? Why stress brand awareness to a soccer mom when a retired golfer is mostly likely to purchase your products?

Here are some great tips on how to best target your demographic:

1. Find specific market segments through a third-party research services like Claritas and Nielsen/Net Ratings
2. Identify your real customer base – your “power customers”
3. Fit the message to that power customer where that power customer shops, eats, works, and plays
What are some other demographic targeting strategies your company practices?

Link to USAToday.com article:
http://www.usatoday.com/sports/baseball/2010-03-14-mlb-victorias-secret_N.htm