Tuesday, December 04, 2012

Cory Booker and Advertising


Today, the mayor of New Jersey, Cory Booker, starts living for a week on food stamps.

This means he’ll be living on a food budget of $30 a week.

That’s $4.32 a day.

What does this have to do with advertising?

Only that he will now experience first hand what it is like to live on very little.

Which means he’ll be able to make better decisions regarding his city’s food stamp program and the people it serves going forward.

Compare this to the average Chief Marketing Officer (CMO) of a large brand.

How well does this CMO know his constituents?

How well does he/she know about their lives?

Their hopes?

Their dreams?

Their responsibilities?

How the product he/she sells makes their life easier? 

Or, harder? 

Advertisers label the people who buy products with this term.

Consumers.

Advertisers do this because it allows them to look at people as dollar signs.

Not people.

Consumers are there to make the CMO’s bottom line better.

In other words, consumers are there to make the CMO’s life better.

What?

You were under the impression that it was supposed to be the other way around?

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