A Distributor Channel Marketing Moment Are You Marketing to Gen X… or Missing Them Completely? Know Your Target Market By Desiree Grace The “Forgotten Generation.” Yep, that’s me. Gen X, born between 1965 and 1980, we are a smaller cohort than the Baby Boomers and Millennials. Just don’t lump us in with the Boomers, no matter what those Tik-Tokkers say, because we are NOT the same. But overlooked doesn’t mean insignificant. Gex X represents roughly 65 million Americans and an estimated $5 trillion in consumer spending. We are also in our peak-earning years. Many are now in senior leadership roles, running companies, approving budgets, and shaping strategy. In other words: if you’re selling to people over 50, you can’t afford to misunderstand them. If you are crafting a sales pitch or a marketing campaign to those influential people from the Gen X crowd, know they are entrepreneurial and productive in the workplace and value work-life balance. This is the generation that didn’t automa...

Fast Cars, Smart Marketing: The Mix That Works By Desiree Grace Lamborghinis. Maseratis. Bugattis. Ferraris. Alfa Romeos. They all make my heart race. Who doesn’t love an Italian sports car? What these brands have mastered is the Marketing Mix , the essential combination of Product, Price, Place, and Promotion that shapes their go-to-market strategy. Yes, they’re expensive. But oh my goodness, are they a joy to drive. Speed, traction, handling on the curves of a racetrack, the product is superb. The value is there. For someone who loves sports cars, the exchange of money for product makes perfect sense. Place? Highly selective distribution. You can’t just stroll into any dealer in any small town. You must journey to an authorized dealership. That exclusivity adds prestige. Promotion? If you know, you know. These aren’t brands advertised during average TV shows. Instead, they lean into prestige, exclusivity, performance, and emotion. This is not your average mass marketing plan...