Buckets Are Obsolete

Someday you should try looking at the world through rose colored glasses- or any type of classes different from your own. There is a revolution going on in society, and every marketer seems to think they have a plan to capitalize on it. Fact is, most plans are wrong; not in theory, but in scope.

Noelle Weaver’s post helped put into perspective a myriad of ideas I’ve had over the past five years.

Most companies start defining their target customers by putting them into buckets- male, 22, plays video games- you go here, 38 year old farmer in the Midwest- you go here. Too bad for them that people don't spend their time worrying about fitting into your buckets. What marketers need is a hose to fill their targets’ buckets with their information.

The problem is that marketers need to discard demographics and embrace needs. The question shouldn’t be how to reach the Midwestern farmer, but how to reach people who want to buy John Deer hats. Maybe that farmer buys his clothes online along with farm supplies and groceries, since it is easier than driving two hours to the nearest superstore. You just might also reach the college kids in Portland looking for mesh hats too.

Trying to put people in buckets just doesn’t work anymore because even though people follow trends for trendiness sake 3000% more than they will admit, more than ever they are now actively looking to go against trends. Remember the 10 trendsetting kids in your high school? Now everyone in high school is a trendsetter. Now, trying not to be trendy is trendsetting.

Don’t think so? You think Craig’s List wasn’t born out of aggravation of eBay culture online? You think American Apparel wasn’t conceived because someone was sick of the gaudiness of Tommy Jeans and blinging Sean Jean? Now they are staples of the marketplace.

Soccer moms are looking for less crowded gyms so they can fit in a quick workout during their baby’s afternoon nap. Bally’s doesn’t work for them- enter Curves. Maybe they weren’t looking for a place to workout amongst only women, but it was close to home and the removal men from the gym makes it easier to hit the free weights and get home.

People want the information you have to give, but they want it in a different way and from a different place than most marketers seem to want to give it. Why spend dollars to try to catch mice with your buckets? Wouldn’t it be easier to find a group of buckets and spray them with your message?