After years of managing top accounts, Karen now leads the charge on strategic media planning and campaigns. One of our most studious FVMers, she devours webinars and whitepapers on a daily basis to deliver a fresh perspective on all things marketing. With three sons, a husband, and five nephews, she spends the rest of her time happily outnumbered by boys.
Hours of client research completed:whatever number comes after an octillion
# of conclusions jumped to:0.00
Honor-bound duties:understand client needs, finish leftovers
Only thing holding hair at bay:Aussie Sprunch spray
Care instructions:requires direct sunlight, frequent watering
While watching Deadliest Catch on the Discovery Channel with my husband one night a few months ago, I started noticing a pattern. During every commercial break, we were assaulted with commercials for men’s products: Ford F-150 pickup trucks, razors with four blades for a closer shave, Slim Jims–the list goes on.
I laughed out loud and said, “Oh man, I guess I’m not in the target market for this show. I love when that happens! I feel like I’m beating the system!” I expected my husband to chuckle and agree. Instead, he looked at me like I had three heads and said, “What?”
I realized, then, that not everybody in the world notices or pays attention when they’re being marketed to. For the first time, I felt special as a professional working in marketing. Over the next few weeks I noticed that I really do find it fun to determine if I am inside or outside the target market for the products or services I’m being marketed.
Here are a few examples:
Marketers have a different way of looking at the world–of breaking down human behavior and trying to understand, at the core, what moves and motivates people. I am happy to consider myself part of this group of professionals. I feel at home in this little world because it’s really interesting to me. I am also happy that I’m not tasked with advertising to smart-ass marketers like myself!