Nerd Grab
The nerd, a title I wear proudly, is being referred to as the “hottest demographic in marketing.“ We are fiercely loyal to products that represent our lifestyles. But our lifestyles vary quite a bit. I am not the same brand of nerd as, let’s say, the Trekkies. I’m sure as hell not the Dragon Master type. I’ve never been known to LARP, although I wouldn’t mind watching it. I know I’m different from these nerds, but do marketers?
The nerd demographic is desirable, but unless you can categorize them into subgroups like I just did, you still have some research to do. This is the problem that marketers are faced with: nerds are being viewed as the California Gold Rush of marketing. Everyone leaves it all behind and hurries to grab their stake in a new area without a real strategy. It’s an all out nerd grab. While a majority of this demo might appreciate a grab, it’s not a sound plan for achieving success with a service or product.
I suppose just recognizing that there are subgroups would be a nice start for some companies. Disney made the mistake of lumping the nerd brethren into one group. It resulted in terrible domestic sales for the movie “Prince of Persia: Sands of Time.” It was supposed to be cake; after all, the video game sales were through the roof. But nerdom doesn’t always translate across media platforms, even if you have a high caliber cast.
Knowing your audience doesn’t seem that difficult of a concept. There is nothing magical about this demo, despite what they may tell you. To market to them, do your research. Odds are good that a subgroup fits what you are selling. Have you found your nerd audience?
Do you see this as well or do you think I have it all wrong?
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