Demographics, psychographics, genergraphics
ANYBODY who has ever been around advertising people has heard the words demographics and psychographics. The words describe aspects of the people that advertising is supposed to reach.
Demographics are broken out according to age and gender, while psychographics refers to the audience's psychological characteristics.
The Sales and Marketing Executives of Honolulu soon will be tossing about a new term: genergraphics.
The term is also the name of a Hawaii-based marketing company in which Honolulu-based Team Vision is a partner.
Genergraphics allows businesses to market to one generation without alienating another. Founder Phil Goldman will tell SME's local members why age-based marketing is insufficient and that marketing should be based upon the generation in which the consumer grew up, because 90 percent of a person's mindset is formed during the ages of 12 to 19.
"So what was happening during that time of your life socially, economically, politically, etc., shapes the way you act and the decisions you make as you get older," said David Patterson, Team Vision's director of public relations.
Two of the three Genergraphics partners live in Hawaii, including Craig Carapelho, Team Vision president.
"We ... saw this SME presentation as an opportunity to give Hawaii business people the opportunity to learn about and implement cutting-edge generational marketing strategies that major U.S. mainland corporations are just starting to explore with us," Carapelho said.
One of those mainland businesses is Harrah's Lake Tahoe, where a Genergraphics Web site was tested using generational images and keywords to draw customers into a mini-Web site offering products and services geared toward their generation. The hotel guest test netted a 75 percent success rate. "The 25 percent that chose the link outside their generation (did so) because their age was very close to that of the generation they actually chose." The mindset of people on the fringe of a generation will influence their choices older or younger, he said.
Goodman's appearance before SME begins with a 5:30 p.m. check-in on Tuesday at the Kahala Mandarin Oriental Hotel. Reservations can be made through SME Honolulu Executive Director Stephanie Uyeda at 942-7000 or online. The cost is $45, or $55 at the door.
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Erika Engle is a reporter with the Star-Bulletin. Call 529-4302, fax 529-4750 or write to Erika Engle, Honolulu Star-Bulletin, 500 Ala Moana Blvd., No. 7-210, Honolulu, HI 96813. She can also be reached at: email@example.com