It's That Time of Year

"The only thing that will make women take their clothes off this Christmas."

This opening to a PajamaGram TV ad caught my attention. Beyond being a fantastic promise, the statement is very intriguing, especially to men. That is a good thing because men are its target audience. It's that time of year when men buy their Christmas presents.

I know this firsthand from working in retail. Our store was a couple of doors down from a bar which was a popular after-work hangout. Every year, each day closer to Christmas brought more guys staggering directly from the bar into our store to buy their wives or girlfriends a nice gift for Christmas. These guys were fun to work with not because they were drunk and not because they were desperate but because when I had finished helping them I always felt that I had really helped someone. I had made it a Merry Christmas for him and his wife or girlfriend.

I could always tell when one of these guys was approaching. He walked hesitantly toward the women's clothing department, acting like he would get burned by being there. Hovering around the outer parimeter, he would call me over. "She's about your size," was a usual comment. Sometimes he would say that she was slightly shorter or taller, smaller or bigger. Never ever did one of them refer to her being heavier or lighter. These guys knew not to go into that minefield.

When we had found a gift that he thought might work, he would timidly ask, "Could you wrap that for me, too?"

I learned how to wrap different gifts of different sizes very, very well. As he accepted the wrapped package, he spilled thank you after thank you. Sometimes he passed me a tip. I have never experienced this depth of gratitude at any other time in my life.

That is why PajamaGram.com, many jewelers, and other companies targeting men who want gifts for their wives or girlfriends are advertising heavily now. Now is the time that many men buy their wives and girlfriends a present. These guys procrastinate on this task until the last minute, and good marketers such as PajamaGram know it. PajamaGram also knows that these guys do not want to shop. Consequently, PajamaGram is making it easy for them to get what they want. They want a sexy gift that they can easily select and don't have to wrap. They can order PajamaGram online without leaving home, and the gift arrives overnight. These guys don't have to take much time with this purchase. They can handle it during halftime of a football game.

That is where I saw the PajamaGram commercial.

PajamaGram placed its commercial at the right time and in the right place directed toward the right target market. When you know your target market and its habits, being right is easy. Remember this when you target your market. First, find out what your customers want. Next, find out how they want to buy. Then, time your message so that you talk to them when they are ready to buy.

By following these three steps, just like PajamaGram, you will reach your customer at that time of year which is important to them.