09 THE REVIEWcandyrice design

A monthly newsletter of marketing ideas, photos, and fun.

looking for new customer groups and finding a few that are ripe for harvestingfresh inspiration from unexpected places, like sunflowers in Colorado open spacea client’s 2-part mailer seeks to remind new and long-time customers alike of what they doasking for only what YOU want and other thoughts from Candymarketing tip for understanding a major demographic segment and a puzzle just for fun

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emerging marketsseeking new client groups

Target Audiences Ripe for Harvest Ok, here’s what I know. Whether sales are good or bad, smart business owners continue to scan the marketplace for new groups of customers to sell our products and services to. The hard part is knowing where to look, whether to trust the information we find, and how to break in and get noticed, right?

Well, the first part is, like most things in life, the hardest. Once we make that first step, the ones that follow are a little easier to take. With that in mind, I’d like to suggest a few customer groups that you might not have considered that are eager to purchase what you’re selling.

Affluent single women: the segment of the population that are busy professionals, homeowners, and permanent heads of households. They usually do their own investing, plan their own vacations, and make all their own buying decisions. In 2005 they were the 2nd-largest group of home-buyers, right behind married couples.

Affluent boomer single women: the segment of recently-divorced women aged 45-60. Trends show that they are eager to purchase services and products that make them feel and look young, healthy, and attractive. Also contained in this segment are the so-called “cougars.”

Affluent same-sex couples: the segment of committed partners consisting of two earners with above-average education earning above-average incomes, often with no children to raise. They have significant disposable income each month and studies show that they reward those companies who quietly and carefully present gay-friendly sales, business, and travel environments.

Do you have anything to sell that these consumers would love? These are only 3 great markets ripe for harvest. There are many more. Next month we’ll explore the next steps to tapping into any new market.

emerging marketsseeking new client groups

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We had a great time creating a 2-piece mailer for Jim & Vicki, owners of Colorado-based Jim Barbour Photography.

Jim & Vicki needed a couple mailers to send out to their customers reminding them of their ability to create amazing corporate photography for use in annual reports and other corporate marketing materials.

The first piece, an 8”x8” brochure, needed to tie into their newly rebranded identity and showcase their variety of images and capabilities.

The second piece, a 5”x5” square card, was to be a follow-up piece and needed to contain a hook to draw photo buyers in as well as provide a call to action for both booking and registering for the Barbours’ electronic mailing list.

The finished pieces were to be mailed in beautiful vellum envelopes the the photography decision makers at numerous Front Range companies.

The Barbours also utilized our marketing consulting services in this project. We asked lots of questions and helped Jim determine a terrific pricing strategy for the offers contained in the mailer.

Jim and Vicki are fantastic people and photographers, and we are excited to be a part of their marketing efforts!

Solutions Provided: • Design Services• Marketing Services

FeaturedprojectClient: Jim & Vicki BarbourJim Barbour Photography, Colorado

Want to make some quick cash? Recommend us and make an easy 50 bucks!

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As always, we’d love to know what you’re thinking about. Have some questions? Feel free to email them to us at candy@candyrice.com and we’ll do our best to answer them!

AugustIt’s amazing to me we are already halfway through September! It’s really true...after 35 time seems to really pick up. As a young person, I always told myself I was never going to talk about how time was flying by like the elders in my life. Yet, here I am talking about it (insert wry grin here). I guess time catches up with all of us eventually.

Right now I’m re-reading (I think it’s the 3rd time now) Ben Stein’s book, How Successful People Win: Using “Bunkhouse Logic” to get what you want in life. In case you’re wondering, yes, that’s the same Ben Stein as the guy in those Comcast commercials with Shaq and the guy from the “Win Ben Stein’s Money” TV show. Until I came across his book in 2006, I had no idea he was also a prolific author.

Growing up as the daughter of a farrier and horse trainer on a horse farm in Minnesota as I did, I’m always intrigued when someone who did not share that upbringing taps into the common-

sensical wisdom of that life. If you haven’t yet read his book, I hope you will...it’s an easy read, it’s inspirational, and encourages you to learn the unwritten “rules” for true success, then behave the way a cowboy does with a practical, pragmatic approach to achieving what you want.

This summer I seem to have had a real fascination with capturing a “summertime” feel in many of my photographs. You may not be a fan of flare, but I love the way that seeing flare in a picture always makes me think of summer.

Some of my inspiration for the month came from a few “circle drives,” including one of our favorite stretches of road: Independence Pass on the way to Aspen. This switchback, no-guardrail pass is exhilarating (some might say scary!) to drive. And when the aspens are starting to turn colors as they were just a couple weekends ago, it’s one of the most beautiful drives around.

I also went back through some of my images from the spring and found these images of native Americans from the Denver Powwow in March. I went with two of my photographer friends, Happy and Gretchen, and we were all inspired by this annual dancing ritual.

Well, we are finally settled into our new location in Westminster, and I am finally able to concentrate on business development again, rather than just unpacking and finding a new home for our possessions. I’m excited about what the future holds!

Fall is almost here, and I can hardly wait to see what beautiful things it will bring into our lives, both personally and professionally. Enjoy the rest of summer!

life going on

thoughts“You must, must, must, without fail, ask only for what you want. You must not make the mistake of asking for what you do not want, or for what someone else wants for you. It’s your life. None of the advice-givers, none of the career-steerers, can give you back one instant of the time they took away by their bad advice. Life is short, so make it sweet by going for what you want and not what someone else wants.”

~Ben Stein

cover : Sunflowers & Summer, Coloradoa : After the men’s dance, Colorado

all images by candy rice1 : Young men’s dance, Colorado2 : Young men’s dance, Colorado3 : Young women’s dance, Colorado4 : Feels like summer, Colorado5 : Man’s dance outfit, Colorado6 : Young women’s dance, Colorado7 : On the road to Aspen, Colorado

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Now is the Time for Me, Baby!Good news for those marketers who seek to advertise aggressively and creatively to Baby Boomers: You are right on track! New research is finding that for many Boomers “aging is not about the inevitable end, but rather about the evolving self.” It seems this age group is redefining retirement as “a time of growth when identity is broadened, expressed, and completed through consumption.” Let the games begin!

Researchers scoured the current literature on aging and lifestyle, and observed seniors in a wide range of communities and life situations. They’ve concluded that Boomer retirement is:

A dynamic life stage full of self-evolution and identity work. Marketing hint: Offer personalization on a host of products. Emphasize making a mark, leaving a legacy (take heed, nonprofits).

A culture in which “identity experimentation” is increasingly acceptable and common. Hint: Keep it in mind as you market that those in this age group are

rediscovering their true selves. “It’s finally time for me!”

A culture that emphasizes staying busy and traveling. Hint: Forget frailty. Assume they’re tough and ready to explore!

A time when consumers favor consumption. (Don’t you love it?) Hint: Don’t rule out any product as not fitting this generation. Instead, try reworking your creative to target them. They’re ready to buy—once they’re shown a little respect.

The Po!nt: They’re as young, and as unique, as they feel. Don’t treat today’s seniors like they’re old and frail. Instead, market to them as the vital, active individuals they truly are. They’re ready to respond!

Two great books for understanding and selling to this market:• Turning Silver into Gold, by

Mary Furlong. • No B.S. Marketing to the

Affluent, by Dan Kennedy.

marketing tip

Here are some well-known advertising slogans. Can you identify the company?

“Reach out and touch someone.”

“The quicker picker-upper.”

“Have it your way.”

“Where do you want to go today?”

“It’s everywhere you want to be.” “Drivers wanted.”

303.947.5527www.candyrice.com : candy@candyrice.com

11823 ridge pkwy #821 | broomfield, co 80021

We love puzzles, cartoons, and funny photos. Watch this section each month for something new to do or laugh at.

Excerpts from a Journal of Consumer Research article by Schau, Gilly, and Wolfinbarger.

Look for ways to understand the boomer market for your business.

Answers: AT&T • Bounty • Burger King • Microsoft • Visa • Volkswagen