Vol. 8 No. 1

Latest DM strategies presented at CADM’s annual Bob Stone Education Day

“A full day of dynamic workshops,” was the promise of the Fifth Annual Bob Stone Education Day presented by the Chicago Association of Direct Marketing. There were 12 sessions that ranged from improving ROI to direct marketing in the 21st century.

Generational marketing strategy was the theme of the keynote presentation. It was presented by marketing consultant, J. Walker Smith, President of Yankelovich Partners, Inc. His company specializes in lifestyle trends and customer targeting solutions. Their annual surveys show there has been a huge change in consumer values and attitudes in the last 20 years.

These changes are the result of a confluence of new demographics, according to Smith. The aging Boomers, race diversity and single households have all come together at the same time. This has changed the values, priorities and expectations of the consumer. Smith found that many consumers say one thing but believe another. Here are some of the statistics that direct marketers need to evaluate when planning B2C promotions.

• 83% say there is too much advertising clutter and they would buy any product that blocks, skips or opts out of advertising…yet 71% are willing to live with ad clutter to get a good price.
• 75% say they watch their budget closely…yet 70% will allow themselves expensive treats.
• 66% of baby boomers plan to work for enjoyment until they get old…yet they believe old age begins at 79.5.

A new more complicated consumer is emerging. Only 24.1% come from the traditional, married with kids household. Single adults or single parents are the norm. Over 60% think their IQ is higher than the national average and that they look 10 years younger than their age. Most people would give up one hour of sleep to gain one hour of time. Beliefs in spiritualism, faith healing, astrology and even voodoo have increased 10 times in the last 20 years.

This new consumer is self-inventive, smarter, more sophisticated, less forgiving, more active and very demanding. They want more than the 4P’s (product, place, promotion, price) of marketing. They want quality, intangible benefits and time. To reach them requires relevant messages that touch their emotions.