how to market to people not like you - north dakota tourism · how to market to people not like...
TRANSCRIPT
How to Market to
People Not Like You
Not a Melting Pot, But a Salad Bowl…
OLD NEW
Diversity Comes in Many Forms
• Gender
• Religion
• Political views
• Age/Generation – Matures (seniors)
– Boomers
– Gen X
– Gen Y
• Gay/Lesbian
• Physical abilities
• Rural / Metro
• Military/Civilian
Diversity Comes in Many Forms
• Racial – White, African-American, Asian, Native American
• Ethnic/Linguistic – Hispanic, Indian, etc.
• Nativity – Foreign-born or U.S. born
• Lifestage – New moms/dads, retirees, college students, empty-nesters
• Lifestyle/Affluence – Working poor, middle class, wealthy
• Core values – Environmentalists, vegetarians, home schoolers
Understanding Someone Different
from You Means Understanding
Their Life
Their priorities
Their values
The experiences that define them
Try This Exercise!
• When asked to name how Kennedy died…
• Matures & Boomers – Gunshot in Dallas
• Gen X – Plane crash near Martha’s Vineyard
• Gen Y – “Kennedy who?”
Who is Ron Howard?
• Matures
• Boomers
• Gen X & Gen Y
Matures, Boomers, Gen X, Gen Y
Key emotional drivers and icons
Matures (age 69 and older)
• Iconic entertainer: Frank Sinatra
• HHI: $40,400
• Defining Idea: Duty
• Style: Team player
• Work is: an inevitable obligation
• Education is: a dream
• Reward because: you’ve earned it
• Home stuff: Timex, milk and cookies
• Money: put it away, pay cash
• Family: traditional nuclear
• Technology: slide rules and rotary phones
Boomers (age 50-68)
• Iconic entertainer: Mick Jagger
• HHI: $59,800
• Defining Idea: Individuality
• Style: Self-absorbed
• Work is: an exciting adventure
• Education is: a birthright
• Reward because: you deserve it
• Home stuff: Casio, milk and Oreos
• Money: buy now, pay later
• Family: disintegrating
• Technology: calculators, touchtone phones
Generation X (age 37-49)
• Iconic entertainer: Madonna
• HHI: $49,500
• Defining Idea: Diversity
• Style: entrepreneur
• Work is: a difficult challenge
• Education is: a way to get there
• Reward because: you need it
• Home stuff: Swatch, milk and Snackwells
• Money: cautious conservative: save, save
• Family: latchkey kids
• Technology: spreadsheets and cell phones
Generation Y (age 18-36) • Iconic entertainer: Lady Gaga
• HHI: control $160 B
in spending
• Defining Idea: Authenticity
• Style: Worldly
• Work is: a chance to do some good
• Education is: an incredible expense
• Reward because you can share it
• Home stuff: use phones to tell time, iPads, Xbox, PS3, Wii, organic
• Money: earn to spend
• Family: merged families
• Technology: all access, text messaging
No More “Joe Consumer”
"The concept of an 'average
American' is gone, probably
forever. The ‘average
American’ has been replaced
by a complex,
multidimensional society that
defies simplistic labeling.”
– Demographics expert Peter Francese
Source: New U.S. Census to Reveal Major Shift: No More Joe
Consumer. AdAge, October 12, 2009.
Strategies for
Marketing to People Not Like You
Strategy #1: Be Relevant
• Identify what people want, then give it to
them
• Example: Target vs. K-Mart
– Relevance: “Style on a budget”
• Benefit: value with dignity
Strategy #2: Build Your Infrastructure
• Diversity efforts
require examination
of infrastructure
• Angelika theatre
in Dallas:
The Container Store in Manhattan
Strategy #3: Know Thy Target
• Bad example: Wireless company:
– Cinco de Mayo themed ads in Miami
• Good example: San Francisco: Bank of
America partnered with AT&T to tap into huge
Asian population
– Open a new checking account, get AT&T prepaid
calling card good for calls to Asia
– AT&T customers received free checking at BofA
• Goal: 1,500 new accounts
• Actual: 22,000 new accounts
Strategy #4: Adapt to Differences
• Latin American sweets not as sugared, more subtle flavors – Westin Hotel in San Antonio serves Mexican
cookies during their afternoon tea service
• Chinese tourists expect to find hot boiled water in hotels for tea and/or dried noodles – Unlimited green tea at no charge
– Chopsticks provided with meals (even Western meals)
– Adapters for Chinese electronics
– Chinese tourists spend more on shopping than any other consumer group
Strategy #5: Tap into Values
• Example: Hispanics often merge business and
leisure travel, bringing family/groups along to
meetings and conferences
• Acknowledge this and encourage this:
e.g. “Turn your conference into family fun!
Bring the kids, abuelita and explore the National
Buffalo Museum!
• Gen Y: FOMO
• “Fear of Missing Out”
Strategy #6: Recognize Different Needs
• Young vs. Old
– face-to-face interaction vs. online
Consumer Insights: Women
• The truth can never hurt you
• No pressure – ever
• Value expansive choices,
seeing all options
Consumer Insights: Men
• Want choices simplified
• The “magic number” is 3
Not Just What, But How
• Public storage payment options
Wants Differ by Generation
• Older tourists
– Tend to want no
hassles with language,
currencies, unfamiliar
foods and lodging
– Solution: English-
speaking tour
operators, pre-planned
itineraries with every
detail taken care of,
food, utensils and
environments that look
familiar
Baby Boomers
• Want:
– extensive information
on everything there is
to see and do, then
the freedom to explore
on their own
• Solution:
– Tout numerous
options and work with
meeting planners to
build in free time for
Boomers to choose
their own activity
#7: Relieve Pain
Women Want Security & Great Personal Service
Men Hate Ironing
• Omni Hotels learned that men hate ironing
• Their “Select Guest” program now offers
free ironing of two garments
How Do You Know What the “Pain Points” Are?
How Do You Know What
People Not Like You Want?
Ask Them
Get Employee Feedback
Ask Them!
• Formal methods, such as surveys, reveal
insights
– Omni Hotels, Safelight Auto Glass
• Informal conversation with customers
• Soliciting feedback from
front-line employees
Informal: Just Talk to People
Church at the Gym
Employee Feedback
• Front desk clerk at boutique hotel
Strategy #8: Use Consumer Insights
• Women want testimonials/customer
reviews online
• Hispanics: great
customer service trumps
mistakes
#9: Pay Attention to Trends…
• Social is everything
New Products Meet Demand for Connectivity
#10: Be Fearless
• It may feel weird and unconventional to you, but if it’s what the customer wants, then it’s the right thing to do
• “Tweet Seats” at the symphony
Final Thoughts
• Meaningful marketing has growing
relevancy with every consumer segment
as our desire for connection grows
• Good marketing is always about tapping
into closely-held values
Relevance + Experience + Relationship
= Feeling the Love
My Books Can Help!
Bestselling Business Books
©2014 McDonald Marketing
7820 Enchanted Hills Blvd. Ste. A-199
Rio Rancho, NM 87144
214-880-1717, Fax 214-880-7596
All rights reserved.
No part of this material may be reproduced
In any form without permission by the author.
For more information about
consumer trends, contact
Kelly McDonald at
214-880-1717 or [email protected]