Friday, March 8, 2013

How to Tell if it's a Boy Car

I like to consider myself a good marketer. I am confident in my ability to properly read demographics well, and create a comprehensive marketing plan that addresses a consumer’s needs and wants, while anticipating the desires for the target market for any given product. It’s not that I’m not being modest, it’s just that this is my job, it’s what I do for a living. But there is just one product out there that completely baffles me. I just can’t wrap my head around the existence of this product and who buys it. I am of course referring to “Truck Nutz”.

For those of you that aren't familiar with Truck Nutz, the concept is this -  it’s a pair of testicles that you can hang from the trailer hitch of your truck. They come in a variety of colors, but predominantly chrome. You can even get a set that lights up. Average retail price is about $45. You don’t see a lot of these in metro NY, where pick-ups are about as rare as a Waffle House.  And by the way, if you want a good laugh, search Amazon for Truck Nutz. And then go through the reviews. Don’t waste time on the fake reviews, but see the real reviews of people that actually take the time to write about their satisfaction or distaste for a product they ordered.

Average Truck Nutz sighting surprisingly with FL tags.

I am about to take off once again for Texas, land of F-150’s, Dodge Rams and good ol’ boys. I’m sure I’ll be seeing lots of these appendages affixed to the rear of many a truck, further elevating my confusion. Lets take a second to look at the target market; Keep in mind, this is in no way official, and based purely off of my observation from spending lots of time in the south and in rural areas. Your average customer for this product, and for pickup trucks in general is going to be utility focused and male. Typically, they are of a conservative background with conservative views. Based also off of the reviews for his product, a good chunk of the sales of this product also are the result of gag gifts. This I can understand.

Knowing these things, one has to ask the question, “Why the hell do you have a set of chrome balls hanging off the back of your truck?” I’m thinking about getting a set for my Maxima to see how they look, and evaluate if they (1.) Make women stop in traffic and ask me for my number because they are so overwhelmed by my masculinity and (2.) Raise my testosterone by measurable levels, thus making me more manly.

But maybe I’m just being judgmental. There are a lot of aftermarket enhancements I can’t understand, including fake stick-on louvers, Spinners, and just about any bumper sticker that doesn't start with “my kids an honor student at…”.

One of these days I’m going to roll down my window and ask a driver why he has purchased a set of Truck Nutz.  But really,  I don’t think I would have the balls to do that….