Dmitry Linkov

Less than average – so difficult to understand

May 4th, 2006. Published under General. No Comments.

Seth wrote a good post abouy average:

Mass marketing works best when it assumes that everybody in the entire chain is just plain average. Or even a little bit less. 

And the thing is – it’s sometimes so difficult to understand this average people. Especially in Russia. Where average means – bottle of beer every day (sometimes before work), television every evening, young marriages because of children etc.

While being a part of a group of people “above average” and thinking that all this is impossible, when you see examples of the lower average the first thought is – it’s an exclusion. But when you realize that the biggest part of the nation is the same and you have to sell THEM your product – it shocks a bit! No I’m not saying that “everything is bad” but the intellectual level is not quiete high as it could be.
But this is it. And you have to be ready for this working on the mass market. I even think maybe to male some training for young marketers “the life of mass market”?