Understanding the Strategy
It is tempting to fit this approach into something you may already know; jumping to the conclusion that NEOs are really just “yuppies”, “urban sophisticates” or “early adopters”. This is a mistake. This approach sits above any other segmentation that tries to identify who might buy a product based upon a few characteristics. The Fingerprint Strategy is not just based upon what year someone was born, or even how much money he or she has accumulated. It is focused upon who will actually spend it and how to get them to want to do so!
For the first time, we can actively target those with the highest propensity to buy a product based upon a proven scientific approach that can be applied to any market environment.
The research behind the Fingerprint Strategy shows us that while NEOs dominate certain age groups, they are all across the population. Someone is born a NEO and dies a NEO.
Similarly NEOs are likely to be higher earners than Traditionals, but it is vital to understand that they earn more money because they are NEOs not the other way around. Their approach to life, risk, wealth and education necessarily produces higher results in life.
