I Am *Not* My Demographic (Not That You’d Know What To Do With It)

I was watching last Sunday’s Celebrity Apprentice and aside from the actual show happenings — which very much depend upon what I have to say today, though — little foam-flecks appeared at the side of my mouth. And I got that gleam in my eye that made hubby brace himself for the rant to follow. Why? Because the stupid executives from all® laundry detergent/Sun Products Corporation were idiots. Or maybe they were edited to sound like idiots. I can’t say for sure…

But when asked what their demographic was, they said “women over the age of 25.”

That’s not a demographic, people. That’s not even an answer to a math question on averages — mean, median or mode. That’s a swath so wide any marketing instructor worth her salt will smack you with your rolled-up assignment. And I think executives must be at least that high(ly educated) to get on any corporate ride.

When further pressed by the group of celebrities (who I swear had popping eyeballs to match my own frustrated amazement), the executives would only elaborate that the “viral” video used to “promote & brand the product” should appeal to their consumer, said “women 25 years old and older,” who “had children” but were “not (necessarily, I guess?) mothers” or married. So, if I’m to be kind, they maybe were saying that these women had children but don’t identify as “mothers” or don’t wish to be typecast as “mothers only”? Hell, I don’t know.

Still, what a weak bag of crap to hand teams assigned to a promotional project.

No wonder both teams failed in the executive’s eyes.

I seriously thought Melissa’s team, Athena, did a great spot — up until the midgets little people were swearing and the one walked off, anyway.

Anyway, the all® executives instructed teams to create a viral video for (an ill-defined segment of) women.

“Viral videos for women” is a stupid point all by itself.

Speaking not only with my vagina (my over 25 year old vagina, which has delivered children that I raise and so I do identify, in part, as a mom), but as a marketer, I can tell you the activity of “viral videos” is a male hobby. Women may enjoy a really good video, but we don’t have the time — and we don’t care enough to make the time to search for, watch, and relentlessly pass along at even the adorable talking cat video.

(Just one of the dozens my husband has shown me this week; which is like 10% of what he and his bother send back & forth, and maybe 1% of the volume of what either of them watches in any given week.)

How many videos do you watch and send in a week — and how does that compare to the number of videos your menfolk watch & pass? If I ask you to watch the all® laundry detergent videos “officially” made by Joan & Melissa Rivers to promote all® small & mighty® — will you? Are you going to pass any on? (If there weren’t any charity donations involved, would you?)

For the most part, we women “talk” & “shop” on the internet, and videos (along with the creation of LOLcats and other Photoshop “events”) are pull-my-finger, channel surfing time wasters that we don’t participate in.

What a surprise; women & men doing what they do in the real world, on the internet. Huh. Who knew?

I did.

And as if all of this weren’t insane enough… Then the all® execs who say that the promotional pieces are supposed to appeal to women (25 and over, with children) — and Trump who agrees with them, ushering in the dual firing action — add yet another tier on this wedding cake of idiocy. They have a man (a childless gay man) rate & assign a viral weight to the videos. Yeah, Perez Hilton knows his viruses virals, but he said he had no idea if the videos would appeal to women &/or the supposed demographic. *


But before I get lost into any more details of Celebrity Apprentice, let me say that in general I don’t think anyone marketing understands what the hell they are doing.

Take TV — especially the dreaded Friday night slots of death. Now we hear that The Sarah Connor Chronicles and Dollhouse may both have or are about to get the ax. We all know Friday night television viewing has a lower viewing audience; only the uncool, exhausted, broke, and likely parenting and so we have no social lives of our own among us (myself included) are home to watch. (And we admit it.) We all know this — there’s a frickin’ Wiki page about it for Christ’s sake. So stop expecting “must see TV” numbers on a Friday night, will ya, stooopid tv execs?

Now if you can’t understand what a grade schooler knows, please, audition for Are You Smarter Than A 5th Grader and leave the biz.

At least leave the biz.

But you don’t. And because you can’t understand this simple fact of American life and how it affects your livelihood, it’s no wonder you’ve managed to kill off the longest-running scripted program in broadcasting history.

So I guess I shouldn’t be surprised that you don’t understand me.

I’m 44 year old woman, but I am a HUGE fan of Chelsea Lately and I get my news from The Daily Show With Jon Stewart and The Colbert Report. Did you know that? No, of course not. You think I’m a 24 to possibly 34 year old woman, probably a hipster; but you’re wrong. And it will only get worse as I’m (too) quickly entering the über-ignored yet fastest-growing segment of the American market.

Now what.

I don’t have — never have had — a Nielsen box (excluding that one time two times in college with one Ms S. Nielson — but we did watch some TV together…), so maybe you need to readjust your box assignments. If you did you’d see that my info wouldn’t be some anomaly but that your demographic numbers skew much higher/older than you thought, more accurately reflecting the reality of American’s viewing habits.

But you’d still ignore us. I don’t know why you do; but you do.

* By the way, I find it really odd that he made no effort to even pretend to know what women like — shouldn’t he know his own readership? There’s lots of women at his site. And I assume they, as well as Perez, wash their clothes.

1 Comment

Leave a Reply

Your email address will not be published. Required fields are marked *