When targeting becomes patronising nonsense

Marketing campaigns that target specific demographics groups run the risk of being perceived as patronising and silly. I came upon this article about the various campaigns that have run in the US to target “young males”. Because of this group’s aversion to TV, marketers have been racking their brains trying to come up with others ways to ‘engage’ with them. Toyota’s campaign to sell it Scion to young men is particularly interesting. It was all about giving the young consumer ownership and not being seen as the nasty, controlling, big multinational

I liked the comment in this blog (11th Jan) about this approach: “This boils down to doing whatever is possible to avoid the pandering approach of so much marketing. Sometimes it's not only ineffective, but also downright embarrassing, like the balding older uncle with a ponytail trying out his "hip" talk with the kids.” I know exactly what they mean.

It is exactly the same as some young advertising buck or doe putting on their mum and dads shoes and trying to think as a “grown up”. Dick Stroud www.20plus30.com