Handmark targets men’s insecurities

Comments

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

  • Krad

    Personally……

    Every year i buy the rand mcnally big ass book at costco that has maps of every state. I take that book and put it in my spare tire well underneath the trunk of my jeep.

    I also have two types of gps… via pocket pc with bluetooth puc, or blackberry with puc. All three solutions have wired to the cigarette lighter if needed…

    The only thing that would stop me from asking directions, is having that feeling that someone would give me the complete wrong directions like a jerk making me even more lost.

    However, the only thing that pisses my wife off, is how long it takes to get the gps setup… 10 seconds is way to long for her…. but we never get lost…

    :-)

    Also some other key things to remember… in the US….

    if you are lost, find roads with two solid yellow lines, these roads always lead to bigger or highway roads… even number roads go west to east and odd number road or highways go north and south…

  • Krad

    Personally……

    Every year i buy the rand mcnally big ass book at costco that has maps of every state. I take that book and put it in my spare tire well underneath the trunk of my jeep.

    I also have two types of gps… via pocket pc with bluetooth puc, or blackberry with puc. All three solutions have wired to the cigarette lighter if needed…

    The only thing that would stop me from asking directions, is having that feeling that someone would give me the complete wrong directions like a jerk making me even more lost.

    However, the only thing that pisses my wife off, is how long it takes to get the gps setup… 10 seconds is way to long for her…. but we never get lost…

    :-)

    Also some other key things to remember… in the US….

    if you are lost, find roads with two solid yellow lines, these roads always lead to bigger or highway roads… even number roads go west to east and odd number road or highways go north and south…

  • http://mercedespartsblog.mbpartswarehouse.com/ Mercedes Parts Blog

    It seems you have a really cool Jeep accessories that could never make you lost… Wish i have one whenever I I’l be having a long travel…

  • http://mercedespartsblog.mbpartswarehouse.com/ Mercedes Parts Blog

    It seems you have a really cool Jeep accessories that could never make you lost… Wish i have one whenever I I’l be having a long travel…

  • http://mercedespartsblog.mbpartswarehouse.com Mercedes Parts Blog

    It seems you have a really cool Jeep accessories that could never make you lost… Wish i have one whenever I I’l be having a long travel…