I’m going away for the weekend to some resort place a few hours drive away. I’m going with the wife and children and a whole bunch of her friends.
Basically all I have to do is get home at 6 tonight and drive down there. That got me thinking.
I have never, ever selected (or really had any input into) where my family goes on holidays or for breaks together. And a quick ring round of some friends confirms the same thing.
Our wives or partners make all of these decisions
Who makes the decisions in buying your product? Who should you be marketing to? As a quick example, I remember some stats from years ago that children under the age of 15 influenced the type of new car purchased in something like 40% of cases (I’d guess it is even more today).
If I had a holiday business I’d be marketing almost exclusively to women. Because in my experience, they make all of the buying decisions. Not the most scientific of research, but I’m guessing it would be an effective strategy.