It's Generation Y versus the Baby Boomers! Look in the advertising and marketing trade papers, and that's all you'll read about. Or just look around you; it seems as if every ad campaign these days is aimed at today's hip youth culture, or at more affluent urban professionals. That's because after spending millions on marketing studies and focus groups, businesses everywhere have decided that targeting one of these two lucrative markets will yield them the highest sales. It's impossible to target everyone, and a specialized ad campaign aimed at a very clearly defined audience is the way to go. Or so the conventional thinking would indicate.
As you've announced your decision to switch ad agencies, I'm betting more than one agency has come to you proclaiming its success in advertising to one of those two core markets. I'm here, though, to tell you it doesn't need to be an either/or situation. What if you could target Generation Y and the Baby Boomers? And what if you could do it without having to spend more on your advertising budget? Wouldn't your sales then be twice as high?
What the Devon Agency can offer you that you'll find nowhere else is a creative staff that knows both today's youth culture and the baby boomer generation inside and out. That's because we've structured our company in a way that uniquely combines younger and more mature sensibilities. Our creative department consists of several teams, each one pairing older, more experienced art directors and copywriters who have been selling to the Boomer market for the past ten years with younger talents who bring their fresh perspectives and knowledge of today's youth market. We don't play to one market or the other; we play to both. And we're able to do it because our staff comes from both those core demographic groups.
Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information: Book title: The Everything Public Speaking Book: Delivering a Winning Presentation Every Time!. Contributors: Scott S. Smith - Author. Publisher: Adams Media. Place of publication: Avon, MA. Publication year: 2008. Page number: 204.
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