Mary Schmidt Marketing Troubleshooter

Here in the “hot” Albuquerque Uptown area there are several new restaurants – I just got another promo in the mail for Bravo! Unfortunately, the deal is buy one, get one free entree. Which means, as a member of the extremely single class, I can’t just stroll up the street and check ‘em out on a whim. I’ve got to get a friend to join me. Now, I do have friends, but I’d be much more likely to try the place if it was a flat 50% off my bill. So, sorry, Bravo! Your glossy direct mail piece went right in the circular file.

In fact, I could develop a complex – dining establishments just do not want my money. A couple of days ago, I was all primed to buy an on-line certificate from another local restaurant (The Range, a favorite of mine) and then I read the stipulations. “Must be used by at least two adults.” Huh? (Yes, I get they’d make more money, in theory, from two people. However, as it is, they made no money from me. And, I probably won’t eat there again anytime soon; I’m peeved.)

Unfortunately, the marketing myopia re couples is pervasive. Want to go on a cruise! Great! Have we got a deal for you! (Oops, sorry that’s double occupancy only. You’ll have to pay extra if you’re a single.)(1) Then there are all those giant economy sizes at Costco. I could live for weeks on one box of cereal. Of course, some companies are starting to get it. For example, you can buy “one or two servings” bags of salad fixings at Trader Joe’s. (One of the reasons I drive 20 minutes to their far north ‘querque location. I actually eat all the spinach before it rots.)

The “extremely single” market is already in the millions – and will only continue to grow as more people, of both sexes, stay single (out of choice), children leave home, and aging baby boomers lose spouses. So, get with it marketers – think “the power of one” versus “one is the loneliest number.”

(1) Yes, I know there are singles cruises but the marketing for most give off the stench of desperation. I had enough of meat markets in my 20s, thank you. I don’t want to be trapped at sea on one. I can’t swim.

Related Post: “Help! I’ve fallen and can’t get up.”

Tags: marketing to women, marketing, marketing troubleshooting, target marketing