I think we all believe that we "know" who our audience is, what they think, what they feel, how and why they buy. Really? Just read an intersting MediaPost Engage: Boomers article that reminds us to check our experience at the door, you know what you like but do you really know what other demo's like, in this case related to the Baby Boomers?...
"Boomers are constantly evolving, and turning 50 is affecting them in ways never seen before because it is the demarcation of a new and uncharted life stage. A life stage you can't understand at 25 or 30 or even 40.
On or around my 50th birthday, someone asked me what was the most surprising part of turning 50. Without thinking I replied, "Clich?'s become meaningful."
I don't know if I'd heard that phrase somewhere else or if I was just especially insightful at that particular moment. Either way, I agree with me.
When you reach 50 and beyond, suddenly all the worn-out, over-used, yeah-right things that you had heard said and ignored your entire life magically transform into excruciatingly true pearls of wisdom.
You've got to stop and smell the roses.
You don't know what you've got till it's gone.
Youth is wasted on the young. "
So what is the answer to getting yourself back in touch with each of the key demo's that your stations try to reach?...
"The bottom line is this: it's impossible to "get" being 20 or 30 years older until you are.
That's right, I said impossible. Not even if you read this article.
So the next time your agency tells you that they really understand boomers, simply ask to see their driver's licenses. And as you scan the birthdates, remember another old clich? ...
It takes one to know one. "
My advice would be to find sales and programming personnel that are in the various stages of your audience so you have fresh vision as well as the experience of moving through various life stages on your staff. Broadcast has made some hugh mistakes by not fostering youth into the business so for us to remain relevant with youth, we need to bring them into the process so we understand who it is we are marketing to.