Marketing Myopia

Symptomatic of the marketing myopia rampant among today’s product, advertising and research managers is the survey I answered (at least attempted to answer) yesterday.

While checking my email, I came across an invitation to participate in a survey. My professional curiosity was aroused, so I clicked in. And, since there was (foolishly) no screening for employment or profession, I moved on with a clear conscience. 

The subject of the study was announced as wine and alcoholic beverages—a subject somewhat close to my heart.

Question one asked for gender. I passed muster as a Male, and moved on.

Question two asked for my age. I answered truthfully (it was a number greater than 50) and received a “Thank You. Sorry you did not qualify to participate.”

Let’s think about that.

When I turned “over 50,” I did not suddenly stop buying and consuming really good Scotch, Vodka, Brandy—and top-notch wine. Yet, as a Senior Citizen (slightly older than a Boomer) with a taste for and the income to spend on good alcoholic beverages (and I am not alone in this), my thoughts, responses and opinions were not welcome.

Talk about shortsighted. Talk about biased, narrow-minded marketing. Talk about missed sales and profit opportunities.

As a “Senior Citizen, “ I have not stopped living, spending and trying new products. Yet if this experience is typical, then my ideas are not welcome to those who would like me to buy their products. 

I wonder how many product and advertising managers—in every-day categories that are heavily used by Boomers and the Mature market—have the same attitude.

Comments

[Sylvain Desfossés]

Two years ago I launch a consultant firm for Mature Market segment in Canada : 50+ Communication marketing. Now, i work for an advertising agency in Montréal city called LXB Communication Marketing. The lesson for me is that compagnies will be interesting in the Mature Market only in 2010. For the moment I keep a eye on the ball and I continue to preach in the desert.

[Barry Dennis]

Ref: Marketing Myopia
Hah! You only hit the tip of the iceberg.
As an Editor and Publisher of a Mature Marketing publication, I did tons of research into the marketplace, and continue to do so.
Now, I operate a Marketing and PR agency specializing in the "Affluent and Influential©" marketplace. I find, as you continue to discover, that the myopia of the entire segment is pernicious.
Worse, it's the "old guys" like you and me that have to explain that the foundation of marketing is to know your customer.
They have a long way to go.

Regards,

Barry