The New Traditionalists

When you are an artist, designer, inventor, developer, architect, writer, actor, singer, dancer, comedian, painter, composer or a creator of what it is you create, you have to very good at what you do or you have to be very good at selling people to buy what you have.

Just having a good enough product isn’t enough anymore, you have to know how to sell it to people who want to buy it.

So who wants to buy your bowling product anyway?  

You’ve sold it to “The Greatest Generation”; to “The Baby Boomers” and now you are trying to sell it to “Generation X and Generation Y’s”

Try selling it to “The New Traditionalists.” I  know, you’re probably saying, “Who the heck is that?” or some facsimile thereof.

The new traditionalists are your 25 to 34 year olds. They represent 40 million adults; more than 1 out of 6 adults over 18. And 40% of them have an Associates degree or better. 2 out of 3 of them have a smart phone.  But that's just the beginning

They are less likely to be married. More likely, they are living together, single or divorced.  If they have children, it is less than two. They may be Gay or Lesbian singles or couples as well, having more discretionary income than their straight peers.

They are as likely to eat Pizza Hut pizza on Friday night as they are to go to a moderately priced steak house on Saturday night either with their friends and get a sitter for the kids.  They’ll probably have no more than a few cocktails and will more likely drink wine and then get up Sunday to jog or exercise, maybe with a stroller by their side.

Many of them will attend or be involved in some religious and/or spiritual program at least once during the week.  They feel freer to talk about their feelings and are far more verbal than their parents. They don’t hold it all in.  They seek “happiness”, “contentment”, “peacefulness” and ‘love” and are more than willing to discuss it and with their friends.

They are probably better educated than the boomers and have most likely gone to completed college and almost 15% of them have a graduate degree. They are more likely renting their apartments, townhouses, condos and houses than owning them and are Ok with that as well.

They like the styles of traditional furniture, but want to mix it with a contemporary flair or an old antique.

They probably drive an imported vehicle, an economy or midsize car a smaller SUV and are as comfortable camping out as they are entertaining in their Ethan Allen inspired (or look alike) living room.

While money is important to them, being with their significant other or even alone enjoying friends, families, good times and travel are sometimes even more important.

No doubt they are struggling a little financially, but they always seem to have some way of finding a way to buy or indulge in that little extra. They work a lot of hours and think of their jobs as “careers” or “work”. 

Many are self employed or contractually employed on various projects.  They work at home, on Saturdays and Sundays and nights.  They are always connected via smart phones; their tool of choice.

They like picnics and they like bowling; just not too often.  They don’t join a lot of organizations, but they are generous when they can afford to be, giving time and money to charities.

Got the picture of who they are?

Great. Now go create a product for them that they would like to participate in. Wait.  You have one. Maybe Two, Maybe Three or more.In fact, you have perfect products for them.

You have single night products (Cosmic Bowling).  You have family bowling for them (Pizza Pins N Pepsi).  You have couples programs for them (Short season or every other week or once a month league bowling).

So how come they’re not gobbling up these products? 

Perhaps it is because you have not clearly explained the “benefits” in their terms as well as not saying or demonstrating it often enough at the grassroots level..

Are you at the local parade? Are you sponsoring community events?  Are you telling them about the local charities and schools you are involved with?  Are you creating exciting communication vehicles that use testimonials of real people? Are you at the bus stop, train station, involved in elementary schools and middle schools?  Have you cross promoted with local restaurants?  And a whole lot more grass roots stuff…

Be relevant to them and the new traditionalists will start to be relevant to you.