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MARKETING or missing the
MARK?
Target critical 18-39ers with education — not price
THE JURY IS IN. NOTHING MATTERS BUT PRICE. RIGHT? Not so fast …. If you talk to today’s emerging generational markets, you will find, just as with young people through the ages, that much matters more than money. It’s just that you can’t act on your dreams without resources. An aside before we continue – let’s not use “millennial,”“GenX,” etc. We are talking about young families, not “cohorts.” Buzz words are great for seminar barkers with glitter to sell, but if you’re thinking of your customers as a cohort you should be selling sneakers or deodorant. So…. You can’t act on your dreams without resources. Or can you? Jeanette Y. Martin owns B.C.-based MYBC Consulting. She recalls customers that had purchased $15,000 light fixtures or a $10,000 stove, only to put a hard limit allowing only the cheapest of floors. One, in particular, gave her a hard limit of $15.50 per square foot, installed, and it had to be black, double gluedown in a townhouse. After hard searching and dealing, Martin came up with just the ticket: it was .8mm, it was about 15 years ago when everybody wanted a black floor, and this floor was black and it was on-budget. The only problem, she says, if that every time you looked at it, it was dented.
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March/April 2020 March/April 2020
