News
 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.
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Melissa Data
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