31 May 2011

More No News News

There’s no need to read this BNET piece if you’ve read my book or oodles of posts here over the last six years (although it’s great to see David Wolfe getting virtual ink):

imageAre you targeting the wrong audience?
Madison Avenue is still locked into “Chronic Youth Syndrome.” … Ironically, this fixation on younger audiences is a historic anachronism dating back to the time when Baby Boomers were 18 to 34.

atbbcoverlightSounds familiar. The first chapter of my book (©2005).  Or breeze through this recent article.  Or…the list goes on and on and on.

Back to the BNET piece:

Have you been targeting the right audience? If not, what do you plan to do to correct the situation?

imageI can tell you what advertisers and CMOs won’t be planning on doing to “correct the situation,” what they won’t be demanding from their ad agencies (so you might as well flush all this demographic poop down the toilet):

HR/Brain Roll
Truth is, you can analyze marketing fodder all day and night, read countless books about marketing to Baby Boomers, attend advertising and marketing conventions around the world, and soak up everything all the experts have to say. Much of what is out there is valuable and useful, some practically required reading, others instructive and illuminating. But if you plan on implementing a creative strategy, and turn it over to a different generation of advertising professionals—you'll forfeit the natural sensibilities required to generate vital campaigns.