When it comes to innovative companies, Xero are as forward-thinking as they come. Their beautiful cloud-based software has revolutionised the accounting industry.
Yet as clever as their product is, there is something even more genius going on at Xero: they recognise the difference between their brand and their target audience.
For example, while the brand continues to expand globally, Xero continues to run radio ads in provincial New Zealand.
Initially, this seems like a disconnect: Xero is new and innovative; radio is old and traditional.
But Xero’s target audience is Small Business Owners. And Small Business Owners still listen to the radio.
Just because your company is cutting edge, doesn’t mean your audience is.