Organic Gardening: A Proposal
In an era of synthetic additives, fertilizers and growth enhancers, the fruit or vegetable that one picks up at the local super market was not the same as it once was. Unless one purchases certified organic fruits and vegetables, one cannot be sure what types of chemicals were used in the manufacturing of one's food. For this reason, I propose the following lifestyle message to be marketed to a niche audience: " Don't take poison, eat organic."
The niche audience for this message consists of those who already buy fresh produce. Although organic meats and stored produce are also available, most associate eating organic with fresh fruits and vegetables, so the lifestyle message will reach furthest with these people. Generally, the niche audience will consist of members of a household who do that household's shopping and who are at least moderately concerned with their health. Audience members will be in a comfortable living situation. While they may not be wealthy, they will have enough money to support an organic eating habit. Similarly, the niche audience will consist of members who typically eat at home, rather than those whose busy lifestyle leads more toward eating out. Thus, the niche audience for this message consists of financially comfortable people who do a household's shopping, are moderately concerned with their health, and who already enjoy buying and eating fresh produce at home.
Because this lifestyle message is targeting those who are at least moderately concerned about their health, it is assumed that they have a rather active lifestyle. Additionally, shopping at the market each week suggests that these people get out quite often. For this reason, the best media in which to present this media is a recorded radio commercial. The commercial should be short, to the point, and include the catchy slogan as well as facts regarding an organic lifestyle. By using this target audience and media for the lifestyle message, many will be persuaded to make the switch to organic.
