If you’re trying to build up your business, you should always focus on your target market. No question. But do you have a segment of your target market that doesn’t make up the bulk of your business (that also generally gets ignored when you do a marketing push)? It may be time to spend a little energy focusing on them.
And if Boomer Men is an aspect of your target market that you generally ignore, then the Natural Marketing Institute is definitely recommending that you put a little bit of marketing effort their way. According to a story in MediaPost’s Marketing Daily:
“Even though men may amount to a minimum of purchases for a product or service, they should not be forgotten,” says Steve French, executive vice president and managing partner at the Natural Marketing Institute, which recently conducted a survey of more than 3,000 adults about the economy. “If you’re never targeting them, you’re never going to get the purchase.”
According to the NMI survey, 40% of men over the age of 50 said they are not feeling increased stress because of the economy, compared with 30% of women in the same age group. In addition, Baby Boomer men are taking on more family shopping roles and are more likely to buy brand-name products. The survey found that about one-third of Baby Boomer males are the main household grocery shopper, up from 20% ten years ago. While in the store, about half (46%) of these men are willing to purchase brand names over store brands, compared with about 26% of women.
While this study was specific to Boomer Men, it is a good reminder that the aspects of your target market that get ignored aren’t going to find out about your product or service until you do put a little of your marketing efforts their way.
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