What's in a Name?

I gave my children traditional first names as a middle name. I wanted something unique and individualistic, something that wouldn't damage their self-image or be downright disturbing-think "Blanket Jackson", Michael's bundle of joy, or "Diva Thin Muffin", child of moniker-destroying Frank Zappa.

I developed my child-naming theory so that they could be recognized by their name-hopefully on a law degree, as a publisher's sweepstakes winner, as a multiplatinum recording artist, etc. - without being singled out because of it.

So, I picked out six great first names and gave them to my three children.

Fast forward 20 years...

They don't like them. Imagine that. Whatever.

In the short 18 years he has been on the planet, my son and recent high school graduate, Alexander Joel, has expressed his opinion about his name many times, but never as often as in the past six months.

As a parent of a high school senior knows, they start to receive strange mail right before their senior year ends. Alex has received the standard credit card enticements; the military hasn't neglected him, and colleges and universities have found him. As a graduate, he has now reached the pinnacle of American society. He is a full-fledged consumer.

Suddenly knee-deep in consumer mail, Alex is wading in a marketing pool of advertising neglect. The latest "eewww" came addressed to him in a letter from a doctor's office explaining how girls ages 16 and up should get a shot to prevent HPV, a disease related to cervical cancer. He also has received ads addressed to "Miss Alex J.", a diet-aid sample, a buy-one-get-one-free bra coupon, and many other female-oriented ads. Truth be told, he has yet to receive anything in the mail that is of any interest to him.

So, what is the problem here? Don't advertisers know that more males than females are named Alex? What else don't they know? What should they know?

Armed with today's audience targeting technology, every ad should hit its targeted demographic, every time. No excuses. As a consumer myself, I'd like to know what opportunities affect me directly, not be inundated based on the general purchasing habits of my Zip code. If there is something I don't need, it's more useless advertising.

The concept of targeted advertising is simple. Get the right information into the right hands. We are not re-writing the Magna Carta here. It involves immediate change and progress. Status quo is stagnant and apparently not working. So, let's jump out of the box and get creative.

Data mining and audience databases are analytic processes for gathering information and making it work for creating a clear vision and knowledge of your audience. Leave the phone book and cold-calling in the past where they belong. Your market-to audience knowledge is valuable, and additional information gathered from a variety of sources is priceless.

It's about knowing whom you are talking to, who will listen, and who couldn't care less.