5 keys to marketing to yuppies

Whether you own your own business or simply work for one, one of the greatest concerns that weighs on your mind is how to get your product or service out on the market. Marketing your product can be a complex and difficult procedure. Especially when you know that there are many variables to understand when marketing a product. You have to take into account the specific group you're marketing to, be it DINKs, teens, soccer moms or yuppies. And since each group is sure to react differently to your marketing strategies, it is imperative that you are aware of the demographics and characteristics of each group. The focus of this article will be yuppies. And since it is so important to know who you're marketing to, we will outline exactly what a "yuppie" is, what kinds of things they're interested in, and then move onto five key things to remember when marketing to yuppies.

The term yuppie is an acronym for Young Urban Professional, and was derived sometime in the 1980s. It referred to the group of people in their mid 30s to 40s. The term yuppie still applies today. Their lifestyles are upwardly mobile and relatively affluent. Yuppies can be found in all professions, but are especially prevalent in fields such as law, business or marketing. Today there are even "dot-com yuppies," who, ironically, don't necessarily have a high education. They just happen to make a lot of money.

Yuppies are usually quite well paid and ambitious, and may be found in both cities and suburbia. They typically have high education and have been known to seek instant success and instant gratification, no matter the cost. They can be quite materialistic and self-indulgent. If this description seems slightly negative, don't be surprised. It should. Over the past decade, the term "yuppie" has come not to mean just "you're a young professional" but also "you're selfish."

Yuppies are often quite politically conservative. And although they may live a rather affluent lifestyle, they lack much of the finesse and sophistication of the baby boomers. Yuppies have grown to be known as a group with its own distinct ambitions, tastes in food and running gear (Yuppies were known to have a very strong affinity for the once popular brand "Fila.")

Now that you're familiar with the type of lifestyle a yuppie desires, it should be easier to decipher how to market to a yuppie. Here are five key points to remember when marketing to yuppies.

1. Disposable incomes: as mentioned above, yuppies are quite ambitious and will do almost anything to succeed. Consequently, many of them have plenty of disposable income that they are eager to spend.
2. Luxury products: yuppies are fond of materialistic and self-satisfying possessions. They have often been a target for expensive brands like BMW or Fila sportswear.
3. Hectic lives: because yuppies have such a desire to succeed, they spend much of their lives at work. Consequently they are very busy people will often pay just a bit extra to have the convenience that might save them some time.
4. Self-indulgent: as mentioned above, yuppies love to have new things for themselves, and will often pay for it even if they really can't afford it. Although this is not the most admirable tactic, marketers may use this to their advantage when trying to get a yuppie to purchase a product.
5. Conservative: remember that yuppies are not adventurous and liberal like baby boomers might be. Yuppies are less likely to make an early stand about something and more likely to wait and see what the response to a product is. They are usually not the "innovators" of the market.

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