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July 06, 2005

Comments

Atare Agbamu

David --

Dale's post makes a strong case for your thesis that marketing should be ageless.

Thanks,
Atare Agbamu

Dale Wolf

David,

I missed the opportunity to ask a question of my own to your readers re a post titled "Every Three Seconds" on my blog at http://contextrulesmarketing.blogspot.com/:

What is it that we can do with our God-given marketing skills -- individually or collectively to help relieve such sadness from the Earth?

Dotty LeMieux

Yeah, Dale is so right!

When we were in our twenties, it was old fogies making all the decisions, so we invented a youth culture; we are still youthful, but somehow the "youth culture" got stuck; so they market to kids all the interesting stuff.

(Most car commercials seem to be for people who get their jollies destroying the landscape in their four wheeel drives), and market old age products to the over 50's.

Marketing to us should be hip.

Marketing to us should be BY us. Another gripe, they're laying off anyone over 40 these days. Older actresses have to look under 30; no one appreciates older people's experience, even though, ironically, our experience formed their youth culture.

And by the way, we are a huge demographic with lots of spending power.

Maybe we need an alternative organization to AARP?

Dotty LeMieux
Read my social commentary, boomer humor and political satire at www.greendogdemocrat.blogspot.com

Tony Edwards

Dale Wolf makes some good points if a little contradictroy here or there. His thoughts on marketing to the mindset are not only mine too but I believe yours as well David. As such the point is made and it should not be necessary to be seen to be targeting older people. But Dale's comments to do with marketing to narrow segments, while understandable for perhaps certain very specialized products or services could well result in missing the boat with the bulk of the market. Segmenting is something marketers have been doing for years, to their detriment. The biggest and best of the world's leading brands content themselves with mindset, not segments.
Tony Edwards

Chuck Nyren

What Dale has to say (and Dottie's post) both remind me of this piece:

http://www.voiceofsandiego.org/site/apps/nl/content2.asp?c=euLTJbMUKvH&b=312465&ct=886271

Chuck Nyren

Well... the URL worked in the 'preview'...

I made a small URL -- try this:

http://simurl.com/ttt-xx

Marketing tips blog

IMO a lot of people focus on marketing to younger groups because they feel it's more fun, exciting or cutting edge. The reality is that they could be THE innovators if they would take a crack at it.

David Wolfe

Dale, Dotty and Tony,

Dale:

The answer to your question, "What is it that we can do with our God-given marketing skills -- individually or collectively to help relieve such sadness from the Earth" rests with the idea of marketers shifting from the role of huckster to the role of healer as Dove has done with its new campaign exploring the question, "What is real beauty" and as seen in New Balance's reflections on the midlife soul.

Melinda Davis does a credible job describing the shift from huckstering to healing in her book, The New Culture of Desire despite the lousy name for such a noble subject.

Raj Sisodia and I examine a number of companies that have elected to fulfil the role of healer in our new book Firms of Endearment. Their financial performance in many cases has been truly amazing. I mean really amazing, like the Commerce Bank story, the Costco story, the Patagonia story and so on.

Good question, Dale, one I believe is destined to be fulfilled by an unprecedented number of companies that buy into the proposition of purposely doing good while doing well.

Dotty:

Keep up the fiery spirit of outraged youth. We all need that kind of passion for making this a better world, and as my own years add up (I'm 72) I'm increasingly encouraged that the generation behind me in which you are apparently a member will prove to be the biggest player in making this a better world.

Tony:

Yep! You're right. Marketers became mindless segmented-oriented, not realizing that segmentation is a process of exclusion that marginalizes God knows how many consumers for a given product. Consider, for example, that grandparents account for 40% of upscale juvenile clothing sales. How many ads have you seen by Bloomie's, Macy's Bergdorf-Goodman, et al that clearly speak to grandparents?

I could raise the same question in dozens of product lines.

Be well, All, and thank you for your comments.

David

The comments to this entry are closed.

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