What happens when you have a changing target requiring a tow? My 2002 Lexus ES 300 has died. She was a faithful companion for 232,342 commuting miles. The end came due to alternator failure, engine and timing belts that broke, and a crack in the motor. Lexie leaves behind her sister, Goldie Lexus, who is ten years younger and in tip-top shape.
During our shelter in place, my car met her maker as she was towed away to Lexus heaven, well Johnson Lexus on Capital Boulevard for disposal. I shouldn’t be surprised that this car wasn’t going to last forever, but death came unexpectedly. A special thanks to Kyle from AAA who did his best to resuscitate the car but to no avail. A private funeral will be held at the salvage yard.
A Marketing Moment
But like everything in my life, my first thought was to catch myself in a marketing moment. For the past fifty years, if my car were near the end, I’d buy a new one without giving it a second thought. But for the last year or so, I had been wondering if my pattern would change since I’m no longer an employee but run a fractional CMO marketing consulting service, mostly from my home.
No Commuting
I rarely must meet in person with clients. And, given the new normal, doubt I’ll be meeting in person with clients at their offices or Starbucks with friends for a while.
So, when the dealer said, we can put you in a beautiful, shiny new car, my first thought was why?
Do I still need a second car? My wife has a lovely five-year-old vehicle with low mileage, and she doesn’t need it daily. Could we split the use of the car, save money on insurance, taxes, and the purchase of a second vehicle? Could Mr. Uber and Ms. Lyft fill in the gap? And the car rental places like Enterprise are still in business too, right?
How Consumer’s Needs Change
Consumers have a changing need and journeys. As we age, our needs transition into a new gear. New technology like cars for hire at the push of a button, changes how you view your consumption patterns.
A few thoughts on when your customers or client’s become a changing target.
- Targets Change: The audience you target today is always in flux and changing. They age, they change jobs, and their needs aren’t static. At least once every year, revisit who you target since you may be able to refine your message and where you place those communications. I would be open to Lexus, targeting me about short-term rentals if they decided to add to their business model or to reach people like me who are aging out of their franchise just don’t need to own a second car.
- Targets are Different: Not all sixty-something people are the same. Some still commute and are in the workforce, and others love their car for the status. How much do you understand the sub-strata segmentation within your target market? Have you looked at them from more than an age perspective? The more you know the job to be done by your product, the sharper your messaging can be. And, the better your results for your efforts.
- Targets are Transient: Don’t make a mistake to think that your target is static. It is dynamic and changes. Besides aging, needs change, situations shift, and desires can take a sharp left turn. Don’t make a mistake to think that your audience today isn’t different a year from now. A mailing list may be less relevant or need reconsideration as the clock ticks away.
Sharing Our Ride and A Gratitude Attitude
Now that we are a one-car family, we will need to make a few minor adjustments. We will experiment to see how this works out. I know that car prices will drop so there isn’t any rush to get a car just to fill a space in my garage.
Odd as it may seem, as I walked away from the car, I turned back and said to Lexie, thank you for keeping me safe. I know it is a hunk of metal, but it protected me on my journey for more than a decade. And for that, I am genuinely grateful.
So for now, no car pay diem for me.
Need a marketing ride?
I can help. You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Photo: Selfie by Jeff Slater
