I recently came across to the Canadian Marketing Association website and found one of their blogs very interesting. The author is a female and she talked about her views towards people targeting golf mainly towards men only. Being a girl, I can easily relate to this situation (although I’m not a big fan of golf). There are so many things out that are using the demographics to target to consumers. However, I find that when marketers do so, they are limiting their revenue because genders don’t represent all. I extremely agree on the fact that the author suggested using interest-based marketing. Rather than focusing on whether the product users are majority men or women, focus on the segment that are interested in the products and who would even pay attention in the first place. Not all men play golf and not all women do yoga. Of course, choosing a segment highly depends on the product itself but there are lots of examples out there that are using demographics as a segment base such as 2-1 shampoo and body wash, or even buying a race car. “Women account for the most powerful consumer group” says the author, and by seeing that women have the purchase power, Dads don’t have to be the only one who decides on buying a car or a house.
Here’s Ashley Van Dyke test driving a race car.
Source: http://thegreenloopblog.com/coco-eco-da-tesla-three-days-in-la/829