Marketing is a topic we love touching on at BBCool. Last week we talked about capturing that 18-24 demographic, and today we’re discussing how Handmark is making men feel bad about asking for directions and trying to hawk their product our way (ok, maybe I’m just reading into it).
In a recent press release to market their mobile mapping on Pocket Express, Handmark’s released poll results that state that men would rather stay lost than ask for directions. What better way to feel emasculated than scrolling through Pocket Express (my eyes are currently rolling).
KEY FINDINGS:
– Men have avoided asking for directions when lost because they:
— Enjoy the challenge of finding their own way (33%)
— Feel embarrassed about not knowing their own way (23%)
— Do not want to lose valuable time (21%)
— Do not have the patience (17%)
– The #1 reason women cited not asking for directions was being
uncomfortable talking to a stranger (38%)
– 45% of U.S. adults have been unable to remember directions given to
them
– 31% couldn’t find a map when they needed one
