Targeting Young Males

The young men demographic, age 18 to 34, is one of the hardest groups to reach with traditional advertising. This demographic is not watching enough television, listening to enough radio or reading enough magazines for these types of media to be effective. Advertisers have had to think outside the box to reach this group. Scion is one brand that has been at successful using non-traditional methods to reach this target audience.

I recently read an article explaining the strategy Scion took to reach this target. Scion had a very successful campaign that peaked the interest of people new to the car market. Many people in this demographic are buying a new car for the first time and car brands like Scion can cash in. Scion is a hip new car brand that catches the interest of young men. They are stylish and have a uniqueness to them. Scion decided that if they wanted to reach this target they had to use alternative routes. Their strategy was going out into the environment where their target could be found.

They set up an area outside of a music store with three or four of their cars in a few major cities. Potential buyers could stop by, sign up and get a free ten minute test drive of one of the model cars. They also gave away merchandise, which is always a good way to keep the brand in the consumers' minds. They are always reminded of the brand when they see this merchandise with the brand's logo on it. This is a very successful strategy because of the comfort the environment creates. They are scaring these people off by pressuring them into buying a car. Simply being at a dealership puts pressure on the consumer, but Scion's idea gives the consumer the chance to really get a chance to learn about the product without the pressure found at dealerships.

Scion is also using other promotional strategies to further reach consumers. They have sponsored numerous night club events, which is a perfect way to reach their target market. Their brand fits perfectly with the night life, bachelor theme. Even though the target is harder to reach through traditional media, Scion advertises on television and in magazines because there is still a huge audience base. Consumers who attended the test drive event can be reinforced by the tradition commercials. The combination of all their different types of marketing has been fairly successful.

As someone in this target market I am attracted to Scion because of everything it represents. The cars go with the lifestyle of many people in this target. They are sleek, futuristic looking cars that peak the interst of young men. I think that they have positioned their brand effectively and their marketing is consistent with everything that the brand represents.