How to Advertise to the Fogies (sorry dad)

A lot of times as a student we are asked to choose an appropriate demographic. Usually we estimate that our clients are between the ages of 18-35 or 40. So what happens when you have a product that you need to market to someone who is over that range? Here are some quick facts I found using a simple search.

• These people own more homes than any other age group.
• These people purchase 41 percent of all new cars.
• These people spend 74% more on a typical vacation than 18-49 year-olds.
• These people enjoy more than $900 billion in income (2011)
• 16 million of these people exercise at least three times a week. 

So what's the problem? Why is it so difficult to market to this age demographic? 

It's not! So what do I do?

So let's get it going then. What you need to do is be precise, and give them everything you offer. Nobody wants a speech or a sales pitch, they want to know exactly what they're purchasing. Keep it simple and stick to the facts. You're not going to convince someone who is 50 because the product is more "cool", you're going to get them to switch if its cheaper and offer the same or more benefits. 

Personal goal, outlined.

I understand this post has no relation to marketing or communications, but it is something that has been my priority for the last 2 months.

It all started 3 years ago when I first attended this college. I let myself go and was by far one of the laziest young adults you have ever met. My parents have been extremely helpful as far as finances throughout my duration of college, and in no way am I blaming them for my lack of fitness. My mother and father have always spoiled me, and allowed me anything I asked for without having to beg. When we go grocery shopping, I can fill the cart with $100 worth of junk food, and my mother would still smile and pay for it.

November came along and I finally grew some courage and stepped on the scale. I have come along way from a fit 205-pound junior hockey player, to a 6’1 278-pound third year college student.  This was the lowest point in my life, and I didn’t realize things had become that bad. If you think about it, the average man is between 12-15% body fat, where I was around 38%.

“The physically fit can enjoy their vices.”

So what is my personal goal? I would love to get to 15% body fat, and down to 210-215-pounds by March 28th, 2012 (My birthday).


So what have I done to reach this? 

I now work at Goodlife Fitness, as customer service representative or what I call a director of first impressions. Working 3 days a week, watching people workout and being able to see first hand how they accomplish their goals, has been a huge inspiration for me. I workout 6-7 days a week, with a small rest between cardio and lifting. My diet still needs a lot of work but I am burning off much more weight then I am taking in. I have been crushing personal goals for the last 4 weeks, and I am working out more intense then I ever have. I am down to 248-pounds which is 30-pounds less then my weight in November.

I just wanted to say thank you to those who have worked with me and been positive on my health and fitness goals. For those who have not noticed any change, here is a picture of your enjoyment. The bottom picture taken just weeks into November (disregard the disgusting mustache for cancer) and the top photo is one I took on the 30th of January 2012. 

One of the best Frank Ocean covers.

You're not going to understand why I posted this video until you read my upcoming blog about Marketing Yourself on YouTube. Regardless, this 19 year-old from California has an incredible voice. You may remember her when she was 16 on American Idol season 9 but most of us know her from her 7 million YouTube page upload views. Enjoy this great cover of Frank Oceans Thinking About You. Don't forget to check for my post this later tonight. Cheers.

Clarity trumps persuasion

Think about this. The next time you hear a social media myth, question it. Ask for the proof, and examine out loud. One of the biggest myths I have heard floating around college is “ I don’t think we need to use social media.” That’s like saying you don’t need air to breathe. 

Don’t get me wrong; some businesses do better with social media than others (Starbucks vs. Local Plumbing). As a student I’ve been working with social media now for 3 years and the best recommendation I can give is that it’s time to get your name out there. Respond to customers and prospective customers, and get the exchange started. Let’s face it; if you’re not using social media for your business, you are behind. If you aren’t planning to use social media to market, you’ll be left in the dust. Social media isn’t about working when you have time, unless you’re the kid who sang Chocolate Rain, you will not be an overnight sensation. 

Think of social media as a conversation, or an outlet for client service and a place to build your credibility. This dance is a delicate balance and one that will be trial and error until you discover what your audience really needs. Okay Sean, so what does this all mean? The reality is, as your audience grows and as social media changes, you will frequently need to polish your strategies. Before you create any more “great content,” figure out how you are going to market it first.