Income is an uncomfortable subject for many of us, but in advertising it must be looked at straight on because of the impact it has on marketing strategy. Vastly different tactics, aesthetics, and words should be used when attempting to get the attention of these separate target audiences due to the large discrepancies in desires and limitations.
Low Income
Deals, sales, specials, discounts, offers, payment plans – Even without altering any aspect of your aesthetic or attempting to target this demographic specifically, these words target those on a budget and will translate to much more powerful and attractive sounding words such as affordable, winning, obtainable, etc.
Middle Class
These same words (affordable, winning, obtainable), work as better copy for marketing materials targeting the middle class. While having a substantial increase in income compared to the poverty line, it is still a demographic that values reasonable spending and takes pleasure in sensible purchasing.
Wealthy
Unlike the middle class, an emphasis is placed on perceived value, not sensibility, and words reflecting this ideal such as lavish, royal, premium, etc. are needed to target this demographic specifically. Those with less income will not be turned away by such language, but they are less likely to attempt spending beyond their means when it can’t be justified with either a sale or some kind of emphasis on receiving extra value for payment.
Applying the Concept
Below is an example displaying the difference in marketing tactic when approaching audiences from different income brackets with the same product. For this example we will use a hotel – we will call it Hotel X. While a bit theatrical, it clearly shows one product from very different sounding perspectives.
Wealthy
“Dine like the stars, under the stars on your private patio, sleep on fine Corinthian sheets, and lavishly relax in our premium filtered pools featuring an exotic collection of rare birds chirping the stresses of your long day away. Hotel-X, second to no other world class spa vacation.”
Ad campaigns targeting “wealthy” demographic focuses on premium versions of services, features, or amenities, emphasizing quality as well as conveying a sense of superiority over competitors.
Middle Class
“Our five-star Hotel-X features an amenity for every desire. Spa includes steam room, sauna, mud baths, hot tubs, seaside pool, and world class massage therapists; and all rooms are equipped with fireplace, balcony, and hand sewn robes made locally.”
Ad campaigns targeting “middle class” demographic will feature value for price, sometimes inflating the product or services by emphasizing numerous details to boost the appearance of worth.
Low Income
“Hotel-X, on the beaches of beautiful beach-x, is offering four nights for the price of two when you purchase a spa & restaurant package. Enjoy all of the finest amenities Hotel-X has to offer when you book online in the next 24 hours.”
Ad campaigns targeting “low income” demographic will feature language explaining to the audience how it is possible that they are able to afford an otherwise unobtainable product or service and add urgency to the decision making process by adding a time frame or number limit. The low income demographic has the desires of higher income demographics, but needs some kind of deal, or extra value to justify a seemingly otherwise unreasonable expense.