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calling-customers-brokeys

The idea

The idea is to target small to mid-market companies with a persona that appears to be a douchey rich guy, and to market this persona as a way to appeal to a market that might otherwise be considered unapproachable. The argument is that by adopting a persona of wealth and entitlement, the brand King Kong can create a sense of exclusivity that resonates with a certain segment of the market, potentially making the brand more appealing and attracting a niche audience. This approach leverages the concept that being perceived as a douchey rich guy can sometimes be a clever way to appeal to a market that might otherwise reject such a message.

Why it works

• The founder of King Kong, Sabri Subi, has adopted a persona that's perceived as douchey rich online, which aligns with his target audience’s aspirations.
• This persona resonates with the mid-market and small companies he caters to, making his marketing appeal more relatable and authentic to his target market.
• By using the term "brokeys" to refer to his customers, King Kong leverages the humor and relatability associated with the term, potentially making his marketing messages more engaging and memorable.
• The founder’s choice to position himself as a douchey rich guy on TRT-like content might attract the very audience he’s targeting, who are looking for relatable and aspirational figures.
• The effectiveness of this strategy could be measured by the engagement and response rates from the target audience, who might feel more connected to his message, leading to higher conversion rates and brand loyalty.

The playbook

1. Identify Your Target Market: Understand the characteristics of your intended audience. King Kong's marketing to mid-market and small companies aligns with the target market you identified as "brokeys." Recognize that this demographic is often overlooked by other brands, making your approach unique and potentially more effective in reaching them.

1. Craft Your Brand Persona: Emulate the persona of a douchey rich guy like Sabri Subi did. This strategy leverages the TRT (Testosterone Replacement Therapy) persona to appeal to a segment of consumers who might be skeptical of traditional marketing. This persona can make your brand more relatable and memorable among your target audience, increasing engagement.

1. Monitor and Adjust: Keep an eye on the reaction to your marketing efforts, especially regarding how your audience perceives your brand. Just because the initial strategy worked, it doesn't mean it will continue to do so. Be prepared to pivot or refine your approach based on feedback and engagement metrics.

1. Engage with Your Audience: Use platforms and communication channels where your target market is most active. Engage with your audience to build a community and foster loyalty. This can be through social media interactions, online forums, or even offline events, depending on your market's preferences.

1. Maintain a Positive Reputation: Focus on building a positive brand reputation. Even if you are targeting a niche audience, maintaining a good reputation can help your brand stand out from competitors. Consistently delivering quality services and products, as well as providing excellent customer service, can significantly impact how your brand is perceived by your audience.

Where people get it wrong

Some individuals might believe that calling their customers "brokeys" is a clever marketing strategy. However, this approach can lead to several failure modes. First, if customers feel disrespected or alienated, they may engage in negative online feedback, which could harm the brand's reputation. To avoid this, businesses should ensure their marketing messaging is respectful and inclusive. Second, by pigeonholing their customers into a specific demographic, the brand risks alienating a broader audience. A more effective strategy would be to highlight the universal value of their services, appealing to a wider range of customers. Lastly, relying solely on a trendy internet persona like TRT could backfire if the trend fades or if the brand is perceived as overly provocative. Therefore, it is crucial for businesses to maintain a consistent, credible brand image that resonates with their target audience.

Do this next

• Identify your target audience: Start by defining who the “brokeys” are in your market. Take a closer look at the demographics, behaviors, and preferences of your ideal customers.
• Create a marketing strategy: Develop a marketing plan that focuses on appealing to your target audience. Consider their interests, challenges, and pain points to craft messages that resonate with them.
• Implement a social media presence: Engage on platforms where your target audience is active. Use humor, relatable content, and a tone that aligns with your brand’s voice to build a community around your brand.
• Monitor and analyze: Keep track of your marketing efforts and customer interactions. Use data to understand what works and what doesn’t, and make adjustments accordingly to improve your strategy.