The "new" marketing

Advertising: television – newspapers – magazines – radio – Internet. It's everywhere. We can't seem to escape. Does it irritate you or capture your attention? For me, it's obvious what generation each ad is targeting. Those seeking the younger consumers are loud, invasive, and just drive me nuts. Those looking to sell more quick fix pills (i.e. the latest drug on the market) are quiet, sedate, and get even quieter when giving the mandatory warnings. Then there are the ads that really get my foot tapping, grab my attention and make me want to hear more.

The quality of some (and I emphasize the word "some") advertising has risen to new heights. Why? Because some companies finally get it! And those who do, will reap untold rewards. What are they doing different? They've figured out that we Boomers like to spend money and that we're no longer 18, slim, trim and ready to conquer the world. We've been there, done that, but aren't ready for the rocking chair for a long time to come.

Who would have ever dreamed that Dennis Hopper (famous in Easy Rider) would be a spokesperson for financial services?

The latest ad to catch my attention is the commercial for "Just For Men" hair coloring. If you haven't seen it, it's hot! It shows a group of Boomers surfing, the voice in the background says, "The generation who said they'd never grow up (pause) – didn’t. At the end, one of the surfers says, "Never trust anyone over 90!" Now that's an ad that gets my attention.

What about you? Do you find yourself watching less programming, but tuning in to see the latest commercial, on days other than Super Bowl Sunday? Do you view advertising that speaks to you as more favorable, or just another invasion? Send me your comments and I'll post them in future editions.Marketing to generational values is vitally important in today's competitive world – almost mandatory if a company strives for continued growth and success.

If you need a ready-made training session that addresses generational issues in the marketplace, my new Workshop in a Box titled "This is Not Your Father's Oldsmobile, Different Ages – Different Values – Different Words", is for you.

Our Youth and Frugality?

Gen Ys and MIllennials have no concept of the difference between the words “want” and “need.” I’m wondering if the current economic downturn will change that. My mother was a young woman during the Great Depression and throughout her life, want vs. need was always in the forefront. Yes, there were things she would like to have had, but the first words out of her mouth were, “I don’t need that.” Will the youth of today become more aware of the difference between what we need to survive, and what we want to make our lives more convenient? Will they learn to cook in order to save money, or will they continue the current path of stopping by the neighborhood bistro or drive up window?

Another of my Mother’s phrases was, “I’ll have to make do with . . .” Will the youth of today learn what make do is all about, or will they continue to believe they absolutely must have the latest in cell phones, the most current fashion, or whatever the next dank (their word for awesome) thing they see advertised on TV or on the Internet?

I would like to believe these young people will take a more realistic approach to life. Because they are the most socially conscious generation since the Silents, perhaps this period in their lives will be another lesson they take to heart and begin to share even more of the over abundance most of us have in our lives. Is that asking too much?

Linda S. Thompson
Life Path Solutions, Inc.
because life happens . . .
URL: www.LifePathSolutions.biz
Email: Linda@LifePathSolutions.biz