October 17, 2007

Marketing To Yourself

One of the great joys of being in the advertising and marketing business is the power to market to yourself.

So if you're young and work for an NBA team, you blast the hip-hop music in the arena even though the average season ticket holder is an over-50, fat-ass white guy.

And if you work on a car account, you write a spot your friends will think is cool, even though no one under 25 can afford a car and the average American car buyer is 46. The best thing is, you don't even have to justify it to your client, because they want to market to themselves, too.

But be very careful. Don't wander out of the city or talk to anyone who isn't like you. Those people just aren't cool.


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