As the economy tightened, many business owners were confronted by the reduction in customer count and the effect of the double jeopardy of smaller sized sales to their existing customers, Seeking to combat that outcome, many businesses tried to proactively market to new customers from different segments of the population than they previously had targeted.
A good portion of what passes for marketing and advertising for most businesses is squarely aimed at what would loosely be considered the Caucasian family of four living in the suburbs in their middle class, but upwardly mobile lifestyle. The clothing may be different, the home may be decorated more contemporarily, but it seems that little has changed since June and Ward Cleaver were raising Beaver in the 50’s and 60’s. Four demographic groups that are asserting their buying power and want to be marketed to in ways that are different than the classic advertising seen in most media are:
• People under 30
• Aging Baby Boomers
• Hispanics and Latinos
• Gay and Lesbians
Under 30 Crowd
During the tumultuous 60’s and early 70’s there had been a rallying cry to not trust anyone over 30 years old. The societal breach was so large that the younger generation was certain that anyone who did not share their experience could not possibly relate to them, their needs, and their preferred way of interacting. Similarly, the adolescents and young adults of today have strong preferences for how they wish to be marketed to, and how they wish to buy. Some of the ways that businesses should appeal to them are:
1. Interact with them and not at them. The younger consumer wants to feel a connection with the brand, the company, the owner. Wants to feel like the product “gets me” and understands them. Social media, website blogging, community events in support of causes, etc. go much further than an advertisement that makes claims.
2. They are jaded by unidirectional messages. If it feels like an ad, they are disbelieving. If it is a testimonial from peers or people they can relate to, it has more resonance for them. If it is a paid endorsement, they are cynical.
3. Don’t portray them as slackers, video-game playing mindless fools only interested in pizza and the opposite sex. Today’s teens and young adults are aware, active, and serious about their pursuits and have grown up in a world where the internet, world events, and peer to peer discussions hold more sway than a talking head or advertisement.
A Touch of Gray
It would be a mistake to ignore the population over 50 years old or take them for granted. According to the 2002 Census, they represent over 12% of the population and are growing. The images of the elderly as hard of hearing, slow moving or immobile with various health ailments is not at all in keeping with the reality of that demographic. Many of these people are still active, pursuing new adventures, and also happen to have more discretionary income than the other segments of the population. When selling or marketing to those demographic, be certain to:
1. Not offend by portraying them as in need of assistance from younger people, incapable of living independently, or as objects of scorn or derision in an attempt to curry favor with younger customers.
2. Do not reference or mention their age in advertisements, but rather focus on their active lifestyle.
3. It is OK to reference their roles as grandparents, but as a collaborator of fun activities with their grandchildren and not as a dependent upon them.
Hispanics and Latinos
The ethnic demographic experiencing the largest gains in the United States are the self identifying Hispanics and Latino populations. However, they do not all respond or react similarly to each other any more than all teens are purchasers of acne creams or all aging baby boomers seek incontinence products. For example:
1. Hispanic or Latino covers a wide variety of cultures, backgrounds, and experiences. Flamenco dancers are associated with Spain, and will not have any cultural connection to Mexicans. Portraying a family consuming a dinner of Tacos or burritos will not connect with Puerto Ricans, Venezuelans, or other Hispanic demographics.
2. Generally speaking, Hispanics value their culture and their language – but also recognize the importance of communicating in English. It is a mistake to assume that by merely creating a Spanish advertisement or marketing message that it will succeed with this demographic. Having staff that can address questions, follow up with customers, or sell to this demographic from a common experience and culture will be more highly valued.
3. Recognize that first generation immigrants and second or third generation acculturated Hispanics will be very different in their preferences. Know the needs of your customer before assuming that “they” prefer one method or approach over another.
Gay and Lesbian
Many businesses have shied away from attracting or appealing to Gay and Lesbian customers out of fear, prejudice, or other reasons. The fact is that this demographic often represents an untapped market that very closely mirrors the ideal consumer for many businesses. This group tends to be highly educated, possesses larger amounts of discretionary income than their heterosexual counterparts (by 2.4% according to one recent study), and are often more brand loyal than others. Suggested methods for connecting with this customer include:
1. Advertise in media read by this demographic – most towns and cities have an alternative press that is targeted at this demographic, as well as many of the traditional media that are also read.
2. Sponsor events and take part in the events that are popular with this target market. Just like all of the other demographic groups discussed, they want to feel the brand is part of their life and not masquerading in an attempt to drive sales. There has to be sincerity in the brand or company’s efforts.
3. Subtle changes matter. Change wording from spouse to partner in ads, or demonstrating diversity in print or other advertising.
There are many more suggestions that could be made in order to improve the chances of success with these or other demographics. The opportunity to do so is vast, but should also be approached first with a desire to understand what the prospective shopper or consumer seeks and not with the assumption that the current marketing messages will suffice equally well with all audiences.
