I understand that companies have PR budgets, I know that marketing is a serious, complex business involving many charts, graphs & the oft touted “demographics” However I recently had an experience that’s left me feeling unsettled, at the request of my young adult son, I reached out to a brand he loves. Now, I seldom reach out to Brands, I usually just focus on writing/tweeting about companies, products I love. My intro to the Brand was polite, it contained no requests for anything other than the idea that a mother/young adult son combo in Boston were interested in exploring a social media relationship with them.
Their response “We’re sorry but you are frankly way outside of our age demographic, our products and advertising are not meant to appeal to senior citizens.”
I literally sat here gasping for air, yes, I am over 50, yes I’m too old to wear a bikini and no I won’t be riding a skateboard anytime soon. But… I have 3 young adult children all of whom are social media savvy,young adult children who like receiving birthday, Christmas gifts, young adult children who still rely on dear old Mom for assistance in getting that latest greatest pair of sneakers,jeans or electronic toy. Baby Boomer women are a group who command considerable spending power & with that power comes a lot of social clout! Social media can help propel an awesome product or lovely company to greatness or it can sink them to the bottom of the sea. What do you want Baby Boomer Moms to say about your company? How do you want your brand to be perceived by the women who will be pulling out their credit cards to treat their kids to your things? So don’t become know as THAT Brand, the company that refuses to reach out to potential consumers of all ages, from all backgrounds, don’t discount the power of Baby Boomer spending power!
A simple “thank you for your interest but at this time we don’t feel we would be a good fit” could have preserved our relationship ie: middle aged mom who buys your things for her kids but I didn’t get that and so, you won’t be seeing anymore of my $$. Simple politeness, never goes out of style, never loses it’s luster with age! Oh and one more thing to think about, my son, that young adult who loves your stuff? he’s decided to buy from your competitor next time “they dissed my Mom? Not cool”