Читать книгу Secrets of Advertising to Gen Y Consumers - Aiden Livingston - Страница 16

The fundamental flaw in the sensationalized method of marketing is it fails to address the fact that Gen Y prides themselves on being smart and informed consumers. Any purchasing decision is preceded by enough research and analysis to make even Thomas Edison blush. We read reviews, ask questions on online forums, we consult our friends, even cross-reference prices and features on manufacturers’ websites. In fact, it is interesting to see when one of my Gen Y friends, myself included, finally resolve to make a purchase. We are so inordinately proud of what a good job we did that we end up taking an undeserved sense of pride in the product.

Recently my Gen Y friend, Sara, bought a new mountain bike. Directly after ordering the bike from a local store, she came home and showed all of us online which bike she was getting. Sara then went into a rather long and boring dissertation on why this was the right bike for her needs. “You see, the bike has extra shocks, because you know how I like to go biking in the mountains, and it has a special memory foam seat because you know how sensitive my tailbone has been since that snowboarding accident … ” and so on ad nauseam. If you were to listen to her excessively enthusiastic diatribe, you would swear she had designed the bike herself, or at the very least was deeply involved in the manufacturing process. In reality, Sara did nothing but make the decision to buy the bike, but her enthusiasm for her purchase articulates a distinct difference in the Gen Y mind-set that most advertisers fail to address.