The Gatekeeper
The Gatekeeper
Am involved in setting up a "start-up" (that doesn't sound right, does it?) and was discussing an aspect of marketing with the other founder (I am the other founder) about who is going to buy our product from us. In that discussion, I used the term "Gatekeeper" numerous times, and eventually, she asked (the other founder) "what is a gatekeeper?".
I guess, through the years, that I have come up with my own descriptions of words that I heard used throughout my years of marketing.
Originally, the word "gatekeeper" was introduced to me at Nintendo - we used the term to describe the PARENTS of the children that wanted a game. The child didn't have the money to purchase the game (what 8 year old has $50?) - but, the parent did. So, our marketing efforts were two-fold: one to attack the child, the other to attack the parent.
There were and are a few ways to attack the gatekeeper to get them to spend the money.
One is to drive a message at the non-gatekeeper (with Nintendo, the child) so that they constantly are asking the gatekeeper "can i have it, can i have it, can i have it...), eventually driving the gatekeeper insane and giving in.
This is a very common practice - look at WWE, where they drive the message to the younger crowd to purchase a $49.00 pay-per-view so they can see their favorite wrestler. They are selling a service, a product, and entertainment. Unlike Nintendo, which is only selling a product, that gets used after the initial purchase, with pay-per-view, it's a one-shot deal. (And yes, I understand that you can record the viewing - but, that's not the substance of what I'm talking about.)
What I'm talking about is getting your market to open their wallet and spend money - and sometimes, your market does not have the money.
So, the other way, is to get the parents (in the case of Nintendo and other manufacturers) to see the inevitability of spending the money and doing so (or, getting them to see the value and purchasing it on their own).
Today, there is a TV advertisement about a video game system that "teaches" math, spelling, etc. This company does NOT market to the child (what kid wants to have a learning game?), but, they go after the parents. And the parents are eating it up.
What I am saying is KNOW your market/audience. You may be making a product that makes a husband thin. But, you market to the husband, and they will either a) say they are thin or b) be too embarrassed to purchase it, or some other reason. But, if you market it to the wife, saying "don't you want the trophy husband that you married back then? get this product and he will return", and the wife will purchase. The wife is the gatekeeper. Of course, so is the husband, because there are husbands that will try it, but, probably the majority of the market (gatekeepers) is the wife.
But, don't sell your marketing plans short - as with any marketing 101 class - look at your target market, and then look at those individuals who interact with that market and how they influence it. If this is done properly, you may discover that the person who USES your product may be different then the person who PURCHASES the product.
Good luck - hope this helps....