Today GroupOn launched the following deal good nationwide.
Immediately, I thought to myself “I have to send this to my parents”. They will love the 3 for $1 deal. Then, i thought “who else should I send this to?” And the answer was clearly “No one.” My parents are in this category alone.
See, my Dad introduced me to RedBox last time I was home. Before then, I had no clue this thing existed.
Seriously, why is the RedBox concept working? I’d like to think of myself as someone that is digitally and marketing savvy. I would NEVER consider going to RedBox. So, why is something that is a step back from the Blockbuster of old actually working?
Here are a few possible reasons. Price, Experience, No human interaction.
Truthfully, as a marketer I don’ t really care about the reason people go (other than in the context of understanding how to market). What matters to me is this is yet another in-your-face-example of why we are at a time where we MUST marketing to multiple generations and why we have to do it in a way that makes sense to them.
I don’t understand RedBox. It seems like a complete hassle when I could just order the same movies on Itunes and watch at home without leaving. Heck, I don’t even own a DVD player anymore. Everything is on my computer.
But the point is not whether or not I understand. If it was, then I could have a single marketing strategy aimed at getting more people just like me and call it a day.
Unfortunately, there are very few of us are in a business where we have that luxury and therefore, we must adjust our marketing accordingly b/c last time I checked my parents dollar is just as good as mine.