There are things in this world that just aren’t right. Who told politicians it was a good idea to go around kissing babies? Why do some companies insist on calling me at home in the middle of dinner and then expect me to buy something off them?
Then there is the phenomenon in advertising and marketing that is akin to a grandmother wearing a mini skirt. I’m talking about those companies who, in an effort to reach out to the younger demographics, decide its time to get down and get trendy.
There are some brands that are just naturally young. Coca Cola, Virgin and Rip Curl are just a few that come to mind. But if your company decides you desperately need to connect with Gen Y’s or whoever, avoid at all costs the temptation to go “mini skirt hunting”.
There are some companies that my kids just want to stay middle aged or even a bit older. They like it that way.
A few years ago I was trying to help a respected older company lift its sales to younger people. We naturally assumed that being part of the “Internet generation” we had to focus our attention online and perhaps show a bit of leg. True, online was a good channel for starting the conversation but a surprisingly large number of the younger folk we surveyed actually wanted to have a face-to-face conversation with someone like…their mum. If you think about it, it makes a lot of sense. We are talking here about insurance designed to cover you for things you haven’t experienced yet…like perhaps having kids of your own one day. You’d actually feel much better talking to someone who looks like they might know a bit about it.
If you’re selling surf products, I’m happy to accept the 18 year old in board shorts with tatts. But many products and services need to remember that credibility doesn’t come from how hip you are but- far more importantly regardless of the generation- how trustworthy you are.