Mature Market Experts: more news and stats you can use on boomers, seniors and the mature market – Taking the marketing blinders off. What happens when you are too close to your product? You may start making assumptions about how your product or service is perceived, who is buying it, etc., which inevitably leads to poor marketing strategies. As a professional marketer, how do you avoid this blind spot? I recommend getting back to basics and asking your marketing team these questions: “Who buys the product? Who is the real decision maker? Is it the husband, wife or kid? What’s their age? What basic need on the Maslow’s Pyramid does your product or service fullfill? And does your marketing (advertising and packaging) address these key questions?” We can easily become so familiar with a brand, especially if we work in-house, that we assume consumers identify with it. Much like a horse with blinders on whose narrow line of vision becomes simply what is in front of him, in-house marketers are especially vulnerable to thinking the consumer knows about their product in detail (it’s natural, as someone who ran a large in-house advertising agency for 15 years, I’ve understand how it happens). Is there someone in charge of brand management in your company whose job is to check that each project maintains and enhances the brand? Do you occasionally invite someone in from the outside to give you a fresh perspective? (Note to in-house agency heads, this process is much more helpful and less stressful if you are the person who initiates this process … rather than having it pushed upon you.) With the new year rapidly upon us … and with the “new” economy, now might be a good time to refresh and recharge your marketing efforts.