Looking for how to reach your target customers, but don’t have the resources to find or conduct market research surveys? Here’s a suggestion for source information that someone’s already collected for you.
Use management tools to get into their heads. Search the web or go to any bookstore and you’ll find all kinds of scholarly tomes on how to manage people in certain age groups or generations. These share something in common with market research — they go into great detail about what that generation thinks about, what they like, how they interact with others, what they do to get what they want.
Managers who are not part of that generation (usually older) use this information to reach them in their own language, on their own terms. The net goal for the manager is to make their employees understand the value to them of doing what the manager wants.
Now substitute “advertiser” and “customers.” The net goal for the advertiser is to make their customers understand the value to them of doing what the advertiser wants. Hmmmm … sounds just like marketing, doesn’t it?
– Ed
