Marketing to one group of people is hard.
But marketing to two different audiences, with separate needs and decisional processes, it’s another level of complexity.
However, when we analyzed Affirm for our February deep dive, we realized that this company does it very well. And here’s how:
Affirm’s positioning:
Generally, positioning can be summarized in two ways:
- For customers: “The payment company that lets you pay your own way – it’s a company that’s on your side.”
- For businesses: “The easy payment solution that helps businesses improve their sales. Here are some stats.”
There’s also clear separation on both their website and their ads. On their website, the homepage targets consumers but they have a dedicated “For Business” page.
Affirm’s Ads
Ads are more interesting…
For consumers
Affirm knows that people don’t get a loan because they need money. They get a loan because they want a specific product.
For instance, when the iPhone 13 was released, they were running a Facebook ad showing the device and the message in the copy was: “Can I buy the new iPhone without breaking the bank?”.
For businesses
In this case, Affirm plays on the advantage of using Affirm – more sales. They also try to show why they are better than competitors.
The main difference is that when Affirm talks to businesses, they lead with statistics and numbers, proving how they can improve sales.
