Take It To The Extreme

The youth oriented market segments, currently populated by Generation Xers and Yers, perhaps expectedly, continually push the envelope of acceptable and expected behaviour. Connecting with these consumer types cannot and should not be overly reliant on mass media advertising or passive marketing strategies.

Below the line campaigns and tactics centred in events, endorsements and “left—field” activities are most effective in resonating with these evolving market powerhouses.

Perhaps, the most significant departure from past norms and social mores is the buying and social behaviour of the financially liquid and relatively free spending post war baby boomers. It is they who are going to, and enjoying the extremes. Look no further than holiday adventures oriented to bungy—jumping, white water rafting and tandem parachute jumping. The boom sales of the relaunched Holden Monaro, Home Entertainment Centres and premium seats at tours like the US country rock group, The Eagles, are reflective of the trend. Its true. Post war baby boomers are not, and have no intention, to grow old gracefully.

To fully understand the trends, marketers and business people need to look beyond the machinations of the buoyant marketplace.

The record high personal debt levels and the refinancing of home loans to get access to the equity in those assets are simply the means to a whole host of exhilarating, risk taking ends.

Get Involved
These ‘extremist’ consumers have a number of characteristics which parallel those of home based businesses. They exist in great numbers but are hard to locate and to individually identify.

In such situations, astute marketers have learnt well. They are not advertising or endeavouring to sell to those in the primary and secondary target markets. The key. Get involved.

Having one’s products, services and people involved in activities, pursuits and lifestyles elevates each to being news and the subject of word—of—mouth. The extent of the currency of the style, the model and/or the colour is largely determined by its news value. That is the cut—through factor and the counter to the process of selective perception in any over—communicated world.

No better example comes to mind than skate—boarding. Retail industry sources estimate that world—wide there are 37 million skateboarders. That is almost twice the population of Australia and over 60% of the population of Britain.

Each weekend and, to a lesser extent, each evening, on the street corners and on the steps of buildings in semi deserted cities throughout the world, non—compliant risk—taking skateboarders are making a statement with their presence. Notwithstanding the large numerals associated with the tribe of skateboarders, there is little conspicuous exposure of their preferred products on television, through the press and in catalogues.

The subculture is below the horizon and the communication mix is below the line.

Become Tribal
To the non discerning eye the popular street—wear of surfers through to skateboarders is one big amorphous block.

The differing subcultures, nuances, styles and individualised items are not apparent to the non—critical service and product provider.

Importantly, each subtle variation is a statement by and about the individual. It is also a generator of increasing consumer demand.

“Product placement” is a concept that the marketplace has been sensitised to as a result of its application in movies, especially those of James Bond and Tom Cruise. Top rating reality television series like “Big Brother” have brought the ideas into the living room. If you and your company are not into it yet, then make the transition. And do it soon.

Being involved and tribal does get results. Moreover, it’s measurable and profitable.

Get on Board
The good news is that it is not too late to embrace, deploy and capitalise on the principles of involvement, tribalism and below—the—line marketing in servicing the divergent “extremist” consumer market segments.

Ideally, one should not endeavour to do it alone. Strategic alliances are expeditors and leverages to more sales and profits from the sub—groupings. Cross—references, introductions and yes, even recommendations, do stimulate interest, demand, sales and repeat business for complementary brands, products and services. In short, utilise the exploit the existing tribal networks.

Role Play
A seemingly key element in the success of marketing to these segments is the determination of one’s role. I am more convinced than ever that in the near future the label marketer will be superseded by tags like “Dream Maker” and/or “Fantasy Facilitator”.

Now that is extreme!

Author Credits