How to Target and Sell to NEO's.

Last post on this blog, "Are you talking to me?", I wrote about the three most interesting target groups; Evolvers, NEO's (New Economic Order) and Traditionalist's. Lets take a look at the most interesting and lucrative of them all, NEO's.

NEO (New Economic Order)

So, what is a NEO? 60% male 40% female, in the thirties to forties profile, business people with degrees. In marketing jargon- a classic "A"segment.

NEO's make up around 24% of the population on average around the world with minor variable allowances for certain countries. But, and this is the big but, they account for more than half of the discretionary spending in all economies and across all age barriers.

They are high discretionary choice consumers with the highest spending capacity and earn more than anyone else to fuel their constant consumption.

They have a sense of investment when they buy. They have little confidence that discounts and price offers will deliver the quality they expect.

They are attracted first by the product and the status it will deliver. NEO's focus on price only when they have low involvement with a purchase-when desire is not in play.

Premium lifestyle products are the preference of NEO's- the well designed, high quality product at the very top of the rich heap.

They have a high appetite for all kinds of rich information and rich content. They are willing to try the road least traveled and try something new.

NEO's are attracted to product with authenticity that stands for something rather than to merchandise created with personal commitment and passion.

NEO's are motivated by options- they like to discover something new for themselves and then tell other NEO's about it.

NEO's are individualists with a focus on control-success determined by planning rather than mere luck.

They have a preference for specialist magasines of the type Conde Naste, GM, Vogue etc. that focus on desire, imagination, design, whispered secrets. Future directions and that take a stance.

Their belief- the concept of "learning a living rather than earning a living".

TRADITIONALISTS

I won't go into detail here about Traditionalists other than to say they are occasional consumers motivated by promotional events and make up around 50% of any population. They are attracted to "the deal" and the true and tested. Slow to adapt to new technology and believe life is determined by luck rather than their actions.

The choice is yours, although for my money I know which one I would be targeting with my brand message.

Discover how to interest them, visit The Baldchemist