Marketing’s “X” Factor … and Y

(This article originally appeared in the Jan.-March issue of Builders Digest.)

When you’re selling the “American Dream” do you know who’s doing the dreaming, and what their dream actually looks like?

Purpose is the only thing in marketing that remains the same. Strategy and technique?… not so much. They evolve over time. They chase group movement and tendencies, and identify and exploit new and emerging technologies. Successful marketing connects with people in ways, and at times and in places, that they are most available and receptive to the message. This is not a static point but moves around.

To reach your customers with your marketing message you have to go where they are. Once upon a time that was gathered around the TV set en masse, at 8:00 every night. Easy to find and easy to communicate with. No longer. Here’s a snapshot of the cohort currently moving into and through the market. How will you reach them today?

“Generation X” is comprised of all people born between (roughly) 1963 and 1978. Today, these people are in their mid 30’s to mid 40’s. Acknowledging broad strokes and generalizations, here are some generational X notes.

• they grew up in a dual income family, changed by divorce; went to daycare; learned to be independent
• they are the most ethnically diverse generation of any that has come before
• the “isms” of prejudice (racism, sexism, ageism) are almost a foreign concept
• they’re not jaded to marketing, just savvy … and impatient

In making a purchase Gen-X recognizes value, seeks it out, and takes pride in the ability to find it on their own. Finding it includes research and detail. Show a Gen-X buyer exactly what you have to offer with facts, in digestible detail, and they will make their own decision.

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“Generation Y” also referred to as the Millennial Generation or Generation Next (born roughly mid 1970’s to late 1990’s) follows X and represents an equally strong home buyer market, especially as first time home buyers. Gen-Y tends to be realistically optimistic about the future. They will pay more to be closer to their work and they seek out alternative transportation. From a spring 2009 study by The Concord Group of Newport Beach, CA, here are some numbers:

• 50% say they are likely to purchase a home within the next three years
• 50% say tax credits or lower interest rates would motivate them to purchase a residence sooner.
• 70% believe home prices will be higher or at today’s levels in two years.
• 62% say wealth creation is a very big advantage of real estate ownership.

Instant communication and social networking are just a part of everyday life for this generation … always have been. Gen-Y spends about 3.5 hours a day online. They also stay in touch with their parents. Interesting.

Both of these groups have been inundated with advertising almost from birth. They recognize it and know it, and they can smell the proverbial smoke and mirrors B.S. from a mile away. My best advice on marketing to Gen-X and Gen-Y: locate them where they are (they are very social, both online and out in the world) and give them an honest reason to make their well-reasoned decision in your favor.

STOP! Read Me.

That’s really the trick, isn’t it — getting your ad read? Whether in print, online, or on a billboard on the side of the road, you need to stop the reader and grab their attention. Why else would advertisers use a woman in a bikini to sell … well,  just about everything?

You can bet that every technique imaginable, and a few that never should have been imagined at all, have been employed to this end. Clearly, some attention-getting devices that are appropriate to one product would not be for others, but that shouldn’t keep you from considering the options and exploring the possibilities.

This very effective print and online ad for Quince, a  jewelry, clothing and gift shop on Grand Ave. in St. Paul, is a good example. It features a nice female face, but it’s not a photograph—it’s an original painting done specifically for the ad. In a way this makes it an even more arresting image. The unique and varied lettering in the shop name speaks to the variety and uniqueness of what you’ll find in the shop. Even the shape of the ad itself, and the way it crops in on the face of the woman, helps create interest. The “hand-written” letter style and skewed placement of the ad copy is one more technique that catches the eye, ads interest, and is a perfect compliment to the other hand-drawn elements of the ad.

One thing intentionally missing from this ad is a picture of the store or product. Many advertisers have a habit of wanting everything including the kitchen sink in a single ad, and this can be a bad habit. This ad stops the reader and simply puts the  main message front and center without wasting time. That message is: we sell cool stuff and you’ll save 20% if you buy in December–and, oh yeah, here’s our address and phone number.

[NOTE: This ad and its original artwork were conceived, designed and executed by T&T Designs, Inc.]

Keeping Up Appearances

Observational Rants with Redeeming Value.

Ok, this one’s a bit personal, but I have to say it … I have to say it because I care. Marketing is what we do, and everything is marketing.

Yesterday, in a local publication, I saw mister company owner pictured proudly holding an award his company had recently won. This was a moment of public pride and accomplishment and Mr. Award-winner was wearing jeans and a tie that not only clashed with his shirt, but only extended half way down his front! I mean, seriously… this man is representing his million-dollar product (homes) priced and marketed for its high-end architectural design, custom furnishings and interior decoration, but his manner of dress says he is either a sloppy clown, has no sense of personal grooming or professional etiquette, or simply doesn’t give a damn. Regardless, none of these are desirable impressions to make.

I don’t mean to be mean, but there’s a difference between casual or “retro”, or portraying a carefree attitude, and slapping on a tie to “gussy up” for the photo and demonstrating that you are clueless in how to choose, tie or wear it. I may sound mean, but I’m far less mean than his industry contemporaries, associates, vendors and, most importantly, buying public who are laughing at him.

People are, quite frankly, mean and judgmental about appearances – sad but true. Talk as politically correct as you want, but people still gather information and make judgments and decisions based on appearances.

This is a golden moment for this guy and his business … that priceless gift called free press … a BIG FREE AD with the chance to put a face with a name and this is the best he can do?

I’m not a fashion consultant but here’s a suggestion: next time you have a photo opportunity give it just a little thought … not too much. Maybe look at a Target or JC Penny ad (it doesn’t have to be GQ magazine or the Sunday fashion edition of the New York Times). If you don’t understand all this “dress up stuff” but the situation calls for it, you may want see what everyone else is doing or what your clients may be expecting. When in doubt just take a good honest look in the mirror and respond accordingly.

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“Marketing isn’t everything, but everything you do is marketing!“