Michael Clinton’s Post

Wonderful post highlighting how widespread #ageism is for both men and women, and what a bad decision it is for companies not to market to the 60+ demographic! 60 is the new 40, people are living and working longer, and have significant financial means, time to flip this paradigm! Let’s also hope some of this spills over to the workplace!

Here's a great example of a cohort, ripe for the picking, that's being virtually ignored by the #cannabis industry. And they have 💰💰💰💰 to spend. If the heart of your strategy says the Budtender holds all the keys to the city, you're likely to never secure a buy from this group. Stop spending your entire sales and marketing budget on trade shows and free samples. Instead consider, how, where and when you could connect with a specific consumer group, with a unique, value based offer. I'd bet, if an adult-use brand doubled down on serving this particular cohort with a modern wellness play, they would crack open a whole new market segment with little competition. 👀

When the 60s are the new... 60s! People aged 60 and above are active, full of life, and eager to live. They have significant spending power and a desire to travel, move house, and have unforgettable experiences. Yet, many brands are still overlooking them. They are not represented in advertising and are often seen as a single, indistinct group. It’s time to rethink how we segment and target these vibrant consumers. Brands, let's wake up to these incredible people! 😊🚴♂️✈ And stay tuned because at Fidelidade, we have something amazing coming soon. 🚀 #LongevityLeadership #ROARforward #ActiveAging #Newdemographics #CustomerExperience #SilverEconomy #GenerationalMarketing #BrandStrategy

Love this, Michael Clinton! If you see yourself in Michael’s post, I encourage you to get your estate planning done to stay in control, and keep your life the way you want it, no matter where your life’s journey takes you. Hey, marketers, advertisers and copywriters, this one is for you, too! Bravo!! #lifeyourway #business #success #thriving #longevity #healthspan #wealthmanagement #trustsandestates #livingwell

How do you begin to identify your target market? Well, you can start by asking yourself these questions: 💣 Who do I want to buy my product? What’s the age range? Are they healthy or unhealthy? College or high school educated? How much money do they make? Do they have kids? 💣 Who will get the biggest value from my product? 💣 Could these people be repeat customers? Write these answers down, and then figure out how you get to these people (another post loading…) Once you look at your responses, you can start crafting a very niched audience. Pro tip: Color and gender IS NOT a suitable target market, i.e. “black women.” It should look something like this: black women 25-55, married, college or college plus educated, upper middle class, $175k+ income, health-conscious (works out 3/wk), has at least one kid, enjoys home-cooked meals… Go one step further and give her a name: Jessica. Once you identify “Jessica” as your target market, she is the only person to whom you speak. If you try to talk to Jesssica, April, Dana, Hope, and insert name here, Jessica will get drowned out and you’ll likely end up talking to no one. 👎🏾 Helpful? If so let’s dance, and start talking to Jessica. Comment below or DM me if I can help you get to her! #advertising #sales #marketing #smallbusiness

Recently, our creative director Amy Derksen was called "the gal" on a (not FATFREE) conference call. She's still mad. And yet, this is exactly how many marketers address their audiences every day. Amy has thoughts (and a 7-stereotype checklist) to help you get it right. #DigitalMarketing #MarketingStrategy #KnowYourAudience #AudienceInsights https://lnkd.in/giJwwtf3

Meet Gen Alpha – the kids born since 2010 🐥 Their millennial parents believe they’re the generation that will save the world. But how do brands fit into this mission? Introducing WARC's new Spotlight: 'Generation #Alpha: What Marketers Need to Know'. We include research from Beano Brain, involving over 200 hours of interviews with 2,000 parents. The study shows a shift in parenting from 'do as I do' to 'fix what we did'. Parents are more involved, asking, 'What would my child do?' before purchasing 🤔 Brands need to align with these values to earn trust and loyalty. Find more from Helenor Gilmour, Beano Brain, Emma Worrollo, Founder of Playful Den, Harriet Kingaby and Jake Dubbins, Co-Chairs of the Conscious Advertising Network, Cheryl Calverley & Paul Billingsley, leaders of the #IRLrevolution and founders of THE DEN, Stavros T. and Sophie Tanner, The Insights Family, and Catherine Driscoll, #WARC in our latest Spotlight 👉 https://loom.ly/ioAho7I #EMEA #Strategy #GenAlpha #MillennialParents

WARC's spotlight series on Gen Alpha with The Insights Family is extremely insightful and one that brands, especially in the EMEA region, should pay attention to. Here's why: - A staggering 31% of 10-14 yr olds and 28% of 6-9 yr olds in this region are earning their own money 😧 - They are socially-conscious, financially independent digital shoppers with a strong preference for purchases that help them enhance their individuality (66%); - Their purchase decisions are influenced by their Millennial parents, who consider value for money, well-being and convenience as top factors; - TV (43%) and YouTube (29%) are the most influential channels (with varying degrees of memorability) to reach this demographic, being mindful of ethical and responsible messaging; - Gaming, sports equipment, and FnB are the top spending categories. This article also emphasises the need for cross-generational considerations when crafting communication strategies to Gen Alpha and their parents. An increasing timeline of CLV including broader reach through multiple channels highlight how lucrative this generation is as a new consumer bracket. Interested to see how brands leverage this! #warc #genalpha #millennials #consumertrends #emea #advertising #marketing #strategy #dataanalytics #branding

Does marketing sometimes feel like a family reunion for nepo babies? At Fixels Media, we continually explore the dynamics shaping our industry. Recently, the phenomenon of "nepo babies" has sparked a vital conversation about meritocracy, privilege, and their implications in marketing and beyond. Hamza Shehryar's insightful article on Medium delves into how nepotism is interwoven with capitalism. Historically, those born into wealth and connections have had the upper hand, perpetuating a cycle where privilege often masquerades as merit. This isn't just a Hollywood tale but a widespread reality affecting various sectors, including our own. The rise of nepo babies underscores a critical truth: meritocracy in many fields is more myth than reality. This myth perpetuates the belief that success is solely the result of hard work, overlooking the significant advantages conferred by birthright. As marketers, understanding these dynamics helps us craft more authentic and inclusive narratives for our clients. In marketing, leveraging celebrity endorsements and familial connections can be a double-edged sword. While these strategies can boost visibility, they also risk alienating audiences who are increasingly aware of—and frustrated by—unearned privileges. Authenticity and genuine storytelling are more important than ever. Let's embrace this opportunity to rethink our approaches and ensure we're championing true merit and inclusivity in our campaigns. Read Hamza Shehryar's full article for more insights—linked in the comments below! 👇 #Marketing #NepoBabies #FixelsMedia

The words we use hold a certain invisible power to them. Those close to me know how intentional I try to be about every single word choice, because they have both text book definitions as well as cultural meanings. Throughout my career, I've despised the words used to describe those who are, well, not white, cis-gendered, straight, able-bodied men. Minorities: Makes us seem small in size, we are not. Underserved: Makes it seems as if we need your charity, we do not, brands need US. Marginalized: We are not cast to the side, we are dead center and the new general market. Underrepresented: In some places yes, but not in the population as a whole, so let's not paint that false picture. Diverse: Nobody identifies as "diverse". That's a cop out, please stop. When speaking broadly, we at WORTHI use the term “underestimated audiences.” We gravitate toward this phrase because the word “estimated” is closely tied to valuation and business impact. When you underestimate an entity, you miss out on some sort of return due to a miscalculation of effort. I was talking about this term with Jameson Fleming at Adweek over the summer when we were catching up, and he asked me to write a piece on it, so here it is. Hope y'all enjoy! https://lnkd.in/gkaCAYcM