Why playing bingo has made me a better marketer

I recently escaped winter with a trip to Matlacha, Florida. Two weeks gazing out at the Gulf of Mexico, surrounded by mangroves, herons and more pelicans than I have ever seen in my life.While there, I ran several of my business ventures and praised a world that lets me take my computer and work from anywhere.

But strangely I did not feel like a Fearless Firestarter, but more like a Walking Stereotype. Florida. Grandma. Northerner. Snowbird.

BINGO! No, I actually mean bingo. There was one dinner where we walked into a restaurant that was hosting bingo night. The level of intensity among the players was crazy, but I bravely got some cards and a really cool circular marker. (What ever did happen to bingo chips?)

I looked around and realized that I was an old lady playing bingo in Florida. I had become my grandmother!

And I didn't even win a game.

So how has this silly, but profound experience affected me as a marketer?

Rail Against Ageism

Anyone walking into that restaurant would have seen this lady with too much grey in her not-so-recently-dyed red hair hunkered over several bingo cards. They would have thought it was cute or therapeutic. (Yes, there are multiple articles written about the health benefits of playing bingo for seniors.)

They wouldn't have known that I had just had my first book published. They wouldn't have known I have at least three cool ideas for new businesses in the hopper. They wouldn't have known that the word "retirement" scares the bejeezus out of me. They wouldn't have known that I hang out at heavy metal concerts with my honey. Nope. I would have been categorized and stereotyped as a bingo-playing old person basking in her sunset years while listening to Tony Bennett and Barbra Streisand. Wait, I do listen Tony and Babs (along with Metallica.)

So here's what I think is our responsibility as marketers -- to dig deep beyond stereotypes about age. To acknowledge the beauty of growing old. To not resort to stale humor about the physical and mental changes that happen naturally.

Because when advertising lives only in stereotypes, it looks just plain foolish. Just take a look at this Chevy commercial from just seven years ago:

Now contrast it with the brilliance of this Dove commercial, which treats aging with dignity and heart.

As a marketing practitioner and educator, I take it as my personal responsibility to make sure ageism is avoided. It means encouraging the hiring of multi generations in ad agencies. It means letting my voice be heard as a strategist. It means asking my younger colleagues to be as open to me as I am to them.

That would be after my nap, of course. ;-)

Bonus Blog Feature

While in Florida, I shared a house with one of my very favorite people and teachers, David Beale. David is on his third or fourth career. He started painting in his 50s and now is in his 70s. He is currently a professional water color artist and teacher. Amazing at both with fresh perspectives and a passion for always learning.

Here are paintings he did while we were at Matlacha. Check out his work and workshops.