Some marketers are looking at a new and growing target audience: Divorced Americans. According to Adweek.com half of first marriages in the United States  are expected to end in divorce, and many advertisers are starting to market directly to those separating couples.

Divorce360.com is one Web site that's benefiting from the country's high divorce rate. The social-networking site draws 72,000 unique visitors a month, according to Adweek. Other industries are getting in on the trend with divorce-related products, including "break-up cakes." WTSP-TV in Tampa reports that a local bakery has made at least five "anti-wedding cakes," featuring an upside down tiered baked-good on top of a plastic groom.

Are florists game for marketing to divorcees? Some say, 'no thanks.' "Sorry, but I draw the line occasionally," says Dottie Pannepacker of Penny's Flowers in Glenside, Pa., when asked about marketing to divorcees. "No, I would not be part."

Some in the advertising industry see it differently. "I find that needs-based marketing is a much more solid, strategic way of marketing than just demographic marketing," Ken Toumey, account integration director for mcgarrybowen, an ad agency based in New York and Chicago, said to Adweek.  "Divorce is clear, rampant and is in many ways the great, unspoken target out there. It's not shameful; it's a very large market."

BJ Dyer, AIFD, AAF, and Guenther Vogt, co-owners of of Bouquets in Denver, Colo., "regularly sees orders for flowers going from friends of newly divorced," Dyer says. "'Congratulations on the big split! Finally!' was the message on one card.  'I'm thinking about you during this transition. I know it's for the best. Keep your chin up' was another. Some have had small parties to celebrate the split, for which we've provided flowers, but since the events are rarely large, this isn't a major source of income."

Nonetheless, Dyer says the flowers can play a part in the process, especially when they're part of celebrating the future, not divorce.

"If flowers can help ease the pain of death, they can certainly help show support from friends during a divorce," Dyer adds.  "It's about accentuating the positive emotions that come with flowers to help folks through pain.  Of course flowers should be a part."

--Kori Kamradt
kkamradt@safnow.org

 

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