Last month, we discussed the unique qualities of Grups. These are people who appear to be grown-ups but still act like they are 22 years old. We hypothesized on what it takes for churches to reach grups. Now let’s look at what others are doing to reach them.
The Scotsman, Scotland’s national online newspaper, recently reported on what advertisers are doing to better understand and reach the grups of Europe. Consider the following remarks from people trying to reach grups:
Laura Simpson :: Manager of the Pulse UK Consumer-Insight Division :: McCann Erickson
People don’t think they’re bucking any sort of trend by still going clubbing when they’re 35 or 36 and wearing Converse trainers. Everything’s much more fluid. There’s a broader movement in society towards staying youthful for longer, it’s a trend our clients are certainly aware of.
Dylan Jones :: Editor :: GQ Magazine
The crucial difference these days is that the older generation aren’t consuming to appear younger, they just aren’t growing old like their parents. We are already seeing 60-something men who buy the same clothes, listen to same records, see the same films and browse the Web in exactly the same way as 20-somethings.
Jason Lonsdale ::Â Senior Planner :: Leo Burnett
Advertisers need to work their way into the mindset of this media savvy group who shun brash status symbols, and concentrate instead on subtly building brands.
Additional excerpt:Â
Advertisers are now relying on “psychographics” which concentrate on consumer attitudes and values rather than age groups as they promote products that may now appeal equally to grups in their 40s and to teenagers.
Grups defy the traditional stereotypes and demographic profiles. As a result, advertisers are needing to change their methods to a much greater degree than was necessary for previous generations. Western culture is increasingly becoming more segmented while traditional stereotypes and demographic boundaries such as age, race, and gender are increasingly overlapping and melting away.
What this means is that in order to reach not only grups but any specific niche of people, your church must move past generalizations and stereotypes and learn to see the world from their perspective. Learn what makes them tick. Why they do what they do? Learn what is missing from their lives and what they feel they desperately need. Learn their psychographics.
The best way to do this is with a relationship. Talking and interacting with people is the best way to understand them. However, there are plenty of other techniques for better understanding people. And once you truly understand them, then you will know how to best reach them.
Special thanks to Influx Insights for highlighting the article.
