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 How to Reach the "Nostalgics," "Wannabees" and "Party Animals"

Think of it as marketing with an attitude. Consumers are no longer motivated by the messages that once used to drive them to buy. Marketers must “re-evaluate their strategies to reflect an understanding of the attitudinal changes among their target audiences.” Good advice from Vertis, a provider of targeted advertising, media and marketing services,

Vertis’ annual Customer Foucs/RISC study analyzes the sociodynamic profiles of consumers and characterizes them based on their acceptance or resistance to change, as well as their inclination to be self-focused or community-oriented. Three categories that increased significantly from 2001 to 2005 are the Nostalgics, Wannabees and Party Animals.

Nostalgics are those who seek the basic necessities of life. Driven by safety, security and dependence, they're the least likely to try or respond to products and messages that are unfamiliar or out of the ordinary. This group is the most frugal of the three and accounts for 20 percent of the U.S. adult population.

Marketing tips: One of the fastest-growing population segments in the country, this group is also one that reads retail direct mail. Use coupons to reach them, and emphasize product savings whenever possible.

Wannabees are driven by what others are doing, in particular the Party Animals (see below). Wannabees want to be different, to be and buy the best, but they lack the risk-taking trait to achieve it. They tend to search for the best products for the least amount of money and need a large selection from which to choose. This group is receptive to a great sense of humor and can be reached with ads that mock traditional stereotypes and assumptions. Since 2001, this group has increased from 13 percent to 18 percent of the U.S. adult population.

Marketing tips: This group has shown one of the most impressive increases in weekly online surfing, making the Internet an effective medium to reach them. Also consider discounts off single items. And try to talk to them on a one-on-one level, emphasizing that they're special and important customers.

Party Animals are the most active of all the RISC groups. They seek thrills and are willing to take risks for personal and professional development. They tend to be fashion leaders because of their willingness to take chances and are driven by sexuality. In advertising, entertainment comes first -- all else is secondary. They're energetic consumers with a short attention span who seek novelty, as they tend to get bored easily. In all, 9 percent of the U.S. adult population belongs to this category.

Marketing tips: This group has an above-average readership, so offer a robust e-mail program with eye-catching creative. Moreover, these consumers will take the time to read offers from retail stores. Use exciting colors and images, movement, and curiosity-arousing copy or characters to effectively keep their attention.



 


Melissa Data


 
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