Hot Button Marketing by Barry Feig

Author:Barry Feig [Feig, Barry]
Language: eng
Format: mobi
Publisher: F+W Media, Inc.
Published: 2006-08-07T14:00:00+00:00

In fact, most women today say that they can’t come close to cooking like their mothers did. But did their mothers make everything from scratch? Hell no. The previous generation had microwaves, prepared dinners like Hamburger Helper, boxed cake mixes and mashed potatoes, and most of the same luxuries of this post-boomer generation. Again, aspirations and ideals have created the myth.

Variety, speed of preparation, and cleanup time are the buzzwords for family food marketers. But hot button marketers must remember one thing: You can’t substitute convenience for quality. Consumers simply won’t pay for it. Family values has much to do with valuing the family itself—consumers won’t want to give their family something they feel is poor tasting or less nutritious.

dad is still a big influence in car sales

The evolution in the marketing of SUVs makes for a fascinating case history about family values. They were originally sold on the Control Hot Button. “You can master all of the elements in your new SUV.” Then, in addition to mastering the elements, they were promoted as a replacement station wagon. “Pack your team and get ready to go.” Then the media published crash tests that showed SUVs were clear-cut winners in collisions with standard-sized cars. So the pitch was (subconsciously), protect your family with the heavily armored SUV. The message works so well that one new father shopping for cars commented that he had to buy an SUV as a defensive measure because everyone else on the road had SUVs—one example of family values marketing run wild.

However, Mom, Dad, and the kids are more than components of the larger whole (i.e., the family). They are individuals. While in marketing the family can be considered a unit, the target should be the individual. In the traditional family, there can be Mom, Dad, and each kid. But while families strive to be traditional, for the most part, many families are unique. Teens are their own subspecies, and for all the heavy metal, rap music, and rebellion, they tend to derive their values from their families and defer to them in most ways. Left to their own devices, they buy the same toothpaste, food, and other products important to their health that Mom would approve of.

But they still want to make their own statement. For this they use store-bought symbols. These symbols include clothes, piercings, music players, cars, candy, and other products that show their independence from Mom and Dad.

the kid kwotient

To paraphrase F. Scott Fitzgerald (who said it about the rich), kids aren’t like you and me. They’re irrational, impulsive, compulsive, and generally feel that the Earth spins on an axis that has them at the center. Come to think of it, kids are a lot like you and me. Children affect over 60 percent of the family’s market purchases. The trick is to find out which 60 percent they do impact and in what ways they influence the purchase decision. It varies from category to category. The nice thing about kids is that they are a self-replenishing resource.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.