Brands don’t target me because I’m not their “demographic.” I am not a “GenY’er”. I’m not an “under 30” person. I’m an educated, professional business person over the age of 40 who as a woman has more buying power than the under 30’s regardless of their sex. I am a “baby boomer,” a member of the largest, most powerful demographic out there.
What, I don’t like luxury sedans that go fast or fabulous hotels with fancy rooms and outrageous bars? Really? I’m not “hip” enough or “young” enough for you, right? I’m not who you’re targeting…but I should be. You should be seeking out people in my demographic to find out where we spend our money and where we travel to. I think you would be surprised to find out we do want the cool car, the fabulous hotels/bars, the great locations for travel and vacations. Not all of us baby boomers are in the Cialis or Viagra demographic (with no disrespect to any that are). There’s an entire group of us that are being ignored or pushed aside for a group of kids who make decisions on the fly and like the pretty shiny things. (Ok, I’m generalizing and being a bit snarky here).
As an example, in my household, I make at least 80% of the decisions on what to buy, how much to spend and where to buy it. This goes for cars, appliances, electronic goods (including TV’s) and travel. I would almost bet my last dollar that this is true in most “boomer” households. The woman makes most of these decisions. Let me be clear on something – the Mr is not a silent voice in our household. His opinion does count, but when it comes to actually buying something, somehow that decision always lands on me.
I think companies forget that my “Clout” is bigger than #Klout and more important. I do my research and use that information to make quality purchases. I have walked away from a car purchase because the salesman insisted that I didn’t want the “fast cool” car. He actually did this when I told him I was spending my money and that the vehicle was for my use (and yes this was rather recent). He said it was made for the “younger” generation. Bad move on his part, but I understand the thought behind it. He’s been told I’m not the demographic who would buy that car. “We” only buy vehicles that are “family oriented” the equivalent of the “mini-van.” If I want a hot rod and am willing to put my money down on the table for it, you shouldn’t tell me that it’s for the “kids.” You should sell me the damn car and then go back to your marketing folks and tell them that perhaps they are wrong about who wants to buy that car.
I have planned every vacation that the Mr and I have taken in all the years we’ve been married. That’s domestic and international travel. We stay in the cool boutique places, not the stodgy hotels that I can find here. Why shouldn’t we? We’re an important demographic and we’re ignored. I can tell you what TV we purchased and why. Same with our computers (and I have purchased every computer in this house including the Mr’s), our kitchen appliances, etc. However, since I’m not your demographic, you wouldn’t know this – but you should.
If you look at most of today’s print and television media, coupled with “sponsored” blogs/websites, contests, etc., it is not targeted for me or people like me… The “baby boomers.” It’s targeted for the “under 30’s.”
Take for example the recent #Audi #A8 promotion. Part of the #Audi promotion appears to be promoted by #Klout via “Klout Perks.”
In my opinion, it’s not about the #Klout score (a topic for another time), but the age of the person that’s the target. A gentleman recently zipped around San Francisco in an #Audi who is younger than I am, but I have better #Klout scores. That’s ok – he’s a cool guy that I tweet with and he’s having fun. But Audi is missing the point and to a degree, Klout is too. I know another gentleman who has a great Klout score, also a recipient of this promotion – also in the target demographic. I have yet to hear of anyone in my demographic enjoy the same “perk,” regardless of their #Klout score.
I don’t begrudge any of the people who have participated in this promotion one bit. I get where #Audi is going – they want the GenY’ers money. They want their attention, their word of mouth. I begrudge the marketing and advertising folks who are putting all of their eggs into the GenY basket. They are missing out on a larger, more affluent (for the most part), and savvier group of people. The baby boomers. We are the ones with true buying and staying power. The GenY’ers are new to this – and are just starting out. They are definitely a smart, savvy group of people who should be targeted. Just not at the exclusion of the rest of us.
With that said, I believe ignoring the rest of us, they will lose much more. I saw the Audi A8 commercial on TV and frankly it is insulting. Out with the “old” (Mercedes) in with the “new” (Audi) was the theme of the commercial that I saw. You’re not targeting me, now you’re insulting me. Why should I watch? Click; there goes the channel and a chance to get my money. Does it make me want to go to an #Audi dealership and check out the car, no. Obviously I’m not their target and I certainly don’t want to be treated as “old.”
Out with the old and in with the new is fine, if you’re celebrating a birthday or a holiday. Tossing aside an entire demographic though appears, in my opinion, to be bad business. Brands should target those that spend money on the very things they hawk to a smaller demographic. We are important and there are more of us. My money will be spent on brands that advertise and market me, when I see it.
Btw, BMW makes an M5 that I would love to have (with a few options to make it more race car like).