Target Market of Etsy
We have all come across a situation where we were unsure what to give somebody for their birthday. It gets challenging to narrow down the different categories that we can choose from. Luckily enough, some websites offer a variety of products that apply to the majority of people. There is even this website that is specialized in goods suitable for gift-giving, and why not purchasing for oneself. What is unique about it is that the products that this website puts out there are handmade. This website is called Etsy. In the following blog, we are going to discuss this company’s target market.
Let’s break this blog down into a few sections beginning with a marketing campaign of Etsy’s.
That will help us get a clearer understanding and an effective direction to the marketing strategies that the company adopts.
Before the holiday season of 2020, Etsy came out with the ‘Gift Like You Mean It’ campaign. It was a pretty deep and emotionally impactful one that brought so much positive attention to the company.
The campaign was made in collaboration with 72andSunny which is an advertising company with offices in a few cities which are Los Angeles, Amsterdam, and New York.
The campaign included three videos that particularly struck peoples’ eyes.
The first one is titled ‘Nana’.
People tend to unintentionally distance themselves from families. After graduating high school people move away to college, and then they find jobs elsewhere, leaving their hometowns behind.
But the older generation, our grandparents remain living in the same place as they have already experienced that craziness during their youth. So they spend less and less time with the younger members of their extended family.
However, that is even more noticeable and even more difficult during the holiday season. Because the holidays are a time to be spent with family and loved ones.
At the beginning of the video, the grandpa tells ‘Nana’ that soon enough they will meet their kids. They are spending the Christmas morning with just the two of them…until they get a video call from their child and grandchild.
Turns out the pair had sent them a present, a stuffed animal, to be reminded of them when they are not physically there. It is a very thoughtful gift especially coming from a young kid, making the conveyance of the message of the campaign hit home.
Even at a distance, certain objects can make one feel the presence of someone special.
The next video of the campaign is ‘Shiori’. It can get challenging to live in a diverse and ignorant culture where people don’t make the extra effort to find more about your background.
There are these stereotypes regarding Asians living in America when people ask them where they are really from. On top of that, Asians also have a hard time with their names. Especially during the Covid era with masks on or during a Zoom call with a lagging connection.
In this video, our character ‘Shiori’ is facing those exact struggles. In the beginning, she grabs a coffee and even after saying her name twice, the barista fails to write her name correctly on the cup.
Then, during an online lesson, the teacher not only has a hard time pronouncing Shiori’s name, but she also makes no effort in getting the articulation right.
Towards the end of the video, her mom gives her a necklace with her name. The message here is that there are things in life that may lead us to go through struggles. However, they can be turned into something beautiful as well as an inseparable part of us.
And let’s get to the last video. Feeling like you don’t belong is challenging as it is. When it comes to friend groups it may not feel like a responsible moment. Being introduced to a significant other’s family is pretty tricky, however.
Because if you have gotten to a point where you are visiting your girlfriend’s/boyfriend’s family on Christmas, then it is a serious relationship. And if it is serious, then you want their family to like you.
So, in the video, the guy is sort of uncomfortable not really knowing how to behave. Everyone seems to be including him but still, he is understandably anxious.
It is a great gesture coming from the family to give him a Christmas present which is what ends up happening. It is a Christmas tree ornament of him and his boyfriend. Something so simple yet so meaningful.
Of course, the struggles that are shown in these videos are not going to disappear instantly just because of gifts. However, each of those videos gives comfort in difficult situations, and assurance that certain feelings are valid.
There are even Spanish versions of these videos to reach out to more people.
The next topic that we will be discussing is the communication strategy of Etsy.
Every company has a slogan that makes it unique and memorable in its own way. It has to be something short yet well-thought-out so it gets printed in people’s heads. The slogan of Etsy is the following: “Difference makes us”.
The first thing that comes into mind after reading the slogan is that this website offers so many diverse and unique products.
The goods available on this website fall into a few categories. Those are Jewelry and Accessories, Clothing and Shoes, Home and Living, Wedding and Party, Toys and Entertainment, Art and Collectibles, Craft Supplies and Tools, and Vintage items.
Etsy allows people to express themselves differently, hence the slogan. There is a way to show one’s personality while choosing from those diverse products.
In every sort of environment, the availability to express individuality is something similar to a superpower. It is important to be able to stand out while at the same time being able to fit in.
Etsy is a sort of website that people come across in their normal daily lives. Starting from a bedside glass for drinking water right after waking up. Then a mug for a coffee on a comfy couch as part of a morning routine.
What’s even more special is that these products almost have a way of speaking to people. As they are choosing something that is going to be a part of their everyday lives, they pick something close to their heart.
Regardless of our background, our story, and the place we come from, we are all special. That’s what makes us us, and that’s what makes us different.
A pretty exceptional and noteworthy slogan if you ask me.
Lastly, we’re going to try to find out the segment that Etsy has chosen to target.
In order to make that possible, let’s watch the following advertisement.
The video brings up a few different gift-giving situations. The first one is a lamp for a kid to put near his bed while going to sleep. The second one is a sparkly jacket for the attention seeker in a group of girls.
The third one is a Christmas tree ornament and a picture frame given to a lovely old couple by their kids. All of these are individual circumstances with different people. This ad is directed towards the givers, ones that are thoughtful in their selections and pay special attention to their loved ones.
The emotional attachment and investment in every gift, the special bonds between family and friends, and the appreciation of the small things lead us to believe one thing. The segment that Etsy has chosen to target is Sharers.
Let’s quickly go through everything that we know about this segment.
Lifestyle and values:
Sharers are a segment that appreciate the time that they are given. Meaning that these people try to make every moment as special and enjoyable as they possibly can, even simple everyday tasks.
An interesting way to contribute to that mindset is the tendency of an adventurous standard of living. That includes taking risks, going through challenges, and constantly facing changes.
Sharers deeply care about their families. They participate in family duties, and it all comes from the place of love. It is always a good feeling for this segment to know that their parents are happy and fulfilled with their company.
This segment likes going shopping regularly. However, they are also smart with their income and do not practically ‘waste’ money on unnecessary things.
However, every once in a while when coming across things that they really like, they may choose to not resist. In other words, they give up their weapons.
And it does not matter whether the product is of low quality and an affordable price, or higher quality and more expensive.
As everyday life can get boring sometimes, Sharers can kind of be daydreamers. Or to put differently, they leave the ordinary world and visit the imaginary one. A world that exists in movies, shows, magazines, and so on.
This segment differs from any other one because when it comes to work-life, Sharers pursue it for both the money and the experience. They work hard to strive for success and at the same time money is a big motivation.
The idea of home is all about pass time with family in a cozy and comfortable environment. Food is something that sharers don’t spare money on because it ensures a healthy lifestyle.
On top of that, they really adore cooking and the concept of later sharing it with family makes it that much more special.
Of course, the gravitation towards a healthy lifestyle already made it obvious that Sharers take care of themselves both internally and externally.
They eat good and healthy food and exercise regularly. And to finish it off with a cherry on top, they put a good enough effort into their outfits.
Sharers dig being special and standing out. How they do it can start from being educated on different spheres, to owning high-end clothing items.
Brand usage.
Even though Sharers choose to go with a lower standard of living, they purchase premium brands whenever possible.
This segment is incredibly curious, hence why they often try out new brands and new products. They do not stick to only one brand.
For instance, they buy magazines with product samples to make their next purchase a bit easier. And this segment also looks for discounts or special offers so their money does not go to waste.
Shopping is a good activity for Sharers’ free time. It is even more enjoyable when done with family and friends.
Other interesting facts.
As already mentioned, Sharers love spending time around home with family, doing all sorts of stuff starting from gardening ending with reading books. When out, they like to visit bars, cafes, and restaurants.
And lastly, this segment seeks everything that has to do with the media.
To sum up, Etsy is an online marketplace specializing in handmade and vintage goods. In this blog, we got a little more insight into the marketing tips and tricks that it uses. On our way of doing that, we looked through one of the company’s campaigns, its slogan, and an advertisement to find out the chosen segment.
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