market to people that care

This was something I always struggled with at the Bell. The client always aspired to be relevant to the core, 24yr old male, that was into gaming, action sports, music, etc. However at the the end of the day, client and customer would CRUMBLE and SETTLE for safe, be all things to all people, cast the widest net, general market idea that would try to try to make my 64-year old knitting and gardening mom AND my 18-year old trendinista niece to...CARE.

This video is an oldie but a goodie. Skip pass to the “otaku*” section of the video at time code 9:37 to hear what Seth Godin proposes to us marketing types...

“MARKET TO PEOPLE THAT CARE.”

How? Why? Watch this video to find out.

*otaku refers to a Japanese term used to describe people that have obsessive interests. whether you’ve been obsessive lately about yelp.com, Pita Grill, Tap Tap Revenge, or Facebook, you more likely to be a better brand advocate for these brands than any other “general market” consumer that probably gives two shits about.


"hey you hoser, stop watering it down!"