The 49th Grammy Awards included five Grammys for the Dixie Chicks and this ad: “Most knee replacements don't account for the differences between a woman's and a man's knee. Only the Zimmer® Gender Solutions™ Knee matches your shape and size …”
Talk about your target marketing: Replacement Knees for Women. Nicely done.
- TV ad for highly-female TV audience
- The Google query has a paid ad.
- Special web site: (www.genderknee.com/)
People keep asking me, “How do I communicate with my market?” I respond with two questions: Who is your customer? What action do you want? The answers are: Customer) Women with bad knees. Action) The customer is to view a gender-specific website.
The website display of Internet-savvy to establish a dialogue with replacement knee consumers including links to:
- “Find a Doctor”
- “Video testimonials”
- “Tell a friend”
- “Larger type-size for site”
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