The household appliance market is getting crowded with products characterized by a strong innovative character matching the “conventional” functions with several advantages. This evolving scenario imposes a reflection to companies about what are the new targets and how they can be intercepted by the business communication.
There are the millennials, baby boomers, the X and the Alpha generation. And then dual-role women, the male élite, participating and close housewives. In other words, the targets that crowd the consumer system are countless, not unfrequently – at least partly – overlapping. Therefore, for instance, millennials (i.e. young born between 1980 and 2000) can be further marked out by their lifestyle, education or job.
In this context, it becomes difficult to identify the most correct strategy for one’s own target. On what message betting? What media using to transmit it? Questions with which marketing and communication managers deal every day. Questions to which we will try to give an answer in next pages. To do that, we will proceed in that way: we will create some possible (more or less) futuristic declinations of household appliances and, for each of them, we will identify the reference target and, consequently, the most effective communication strategy (message and media). (a.z.)
THE SUCTION AND PURIFYING HOOD
The product A hood that does not simply suck but, in the meantime, purifies and perfumes air, diffusing a pleasant fragrance into the environment. Besides, it can automatically adjust the suction according to the quantity of steam released by pots. The target 30-40 years old women and men; they like cooking and they often do it for the family and for guests; they live in a loft or, anyway, in a house organized in big environments (the kitchen is integral part of the living, the bedroom borders into the study). The communication strategy We address an evolved target, who knows the kitchen world well. Therefore, it is necessary to stake on efficiency, highlighting how the product functions can improve/support the performance in the kitchen (for instance doing particular fries or very long cooking). In this case, food celebrities can play an important endorsement role, provided that their competence is well-founded and acknowledged by the food community. Yes to the starry chef, no to the topical food blogger or the “television” chef. Concerning media, the primary reference is constituted by the web, starting from sites and from forums dedicated to the wine and food world. Without forgetting paper magazines that, for this segment, hold a central function in terms of updating and orientation as to the trends in course. 
THE SCALES THAT CUSTOMIZES THE DIET
The product An electronic bathroom scales that, according to the weight and the percentage of fat/lean body mass, establishes every day the diet to be followed to reach the prefixed targets and directly sends it to the smartphone. The target 20-40 years old women; they pay attention to weight and, in general, to their physical fitness; they do sports regularly and they follow a definite diet (for instance they limit desserts, they prefer white meats and consume integrators) The communication strategy The password is “healthy”. Therefore, the message must be inspired by the healthiness concept, meant in an awarding vision (to be healthy, to feel well) and not merely punitive. The product represents their ally to maintain their physical form: the instrument helps them to maintain, day by day, an overall situation of wellbeing. Involved media can be various: we range from television (privileging the channels with a female propensity) to the radio (focusing on the channels with mainly musical programmes), from the sites centred on the fitness and beauty issue to social networks. The latter, in particular, can have an engagement function and allow dialoguing directly with the target. The influencers of the beauty/fitness world constitute an effective instrument as well for the product support and enhancement. 
THE VACUUM CLEANER CHANGES SHAPE
The product A vacuum cleaner that modifies its shape according to the spaces it must clean and the function it must perform. It moves alone to reach the hidden places of the house and suits them both in terms of shape and of function (cleaning, polishing, rubbing, perfuming and so on). The target 40-50 years old single/living alone men; they are professionals, managers and entrepreneurs; they have an active and busy life and they dedicate little time to the care of the home, which however they live as an important space, both of self-representation and of quiet and regeneration. The communication strategy This target appreciates innovation and is willing to spend a lot to have the “best”, even more if technology is at stake. The central theme, then, is the technological content: the product must rank as the last hi-tech novelty, encompassing the best of innovation in ergonomics, performance, materials and design. Information media are relevant for this target. Focus, then, on information and sports daily papers, economy weekly reviews, investment, costume, nature and science monthly publications. However, there are also thematic television channels (for instance those focused on news or on travels) and spoken radio channels. They privilege the information and the in-depth analysis of topicality in net, too (sites of the main daily papers, financial/economic sites). 
THE SELF-PROGRAMMING WASHING MACHINE
The product The washing machine analyses garments (characteristics, colour, filth degree and type), sets the washing (temperature, cycle, detergent quantity) consequently and it self-starts, privileging the time bands with low energy impact. The target Young couples, living their first experience of life together; they have an active lifestyle and they split their time for countless interests (job, life as a couple, sociability and cultural hobbies); they are sensitive to environmental/ecologic themes. The communication strategy It is a target strongly oriented to the web communication. Therefore, it is necessary to plan the campaign on the net, staking on the more institutional sites (first, information sites) and on forums and communities. This segment, in fact, is very attentive to the observations expressed by other users, which are adopted as first evaluation criterion. An element worth highlighting is the low energy consumption, meant not only according to a tactic vision (economic saving for consumers) but also at strategic level (reduced environmental impact). Concerning this, the endorsement of a testimonial known for his commitment in favour of the environment or the collaboration with an eco-friendly partner (like, for instance, Lifegate) can represent an added-value. At the same time, it is essential to be present on social networks, considering both those more oriented to the written language (such as Twitter) and those privileging images (like Instagram). 
THE TOUCHSCREEN HOB
The product The induction hob is switched on by a touchscreen system. Grazing the surface, it is possible to switch on/off fires, to set the timer, to adjust the heat intensity, to set the safety system and so on. The target 40-50 years old married women with sons; they are committed to the family and the house care; they like cooking: the kitchen plays several functions for them (it is a creativity area, a means of self-expression, a source of gratification, an instrument to demonstrate their love for the family). The communication strategy All that turns around the kitchen world is an interesting communication medium for the target. It ranges from (weekly and monthly) food and wine magazines to food blogs, from the apps of recipes to culinary talent shows (such as Masterchef or “Il più grande pasticcere”). Cinema and theatre are a high-impact communication vehicle for the target, too. Here, the product placement (i.e. the product framing inside the narrative context) seems the most effective instrument, since it allows “hiding” the product. Concerning the message, it is fundamental to underline the characteristics of the hob and its efficacy (performances and safety) without, anyway, excessively stressing its innovation extent. 
