Marketing and all things related

Let’s say you’re the Creative Director for an advertising agency, and you want to market a Jeep Compass to Jenny, Daimler Chrysler’s archetype customer for this vehicle. Sitting in your office, you knock down a couple Mountain Dews and a fist-full of Skittles, but your creative muse is out-to-lunch. Aha! But wait! To market to Jenny, you’ve got to live like Jenny. So, if you work for Organic Inc., a crafty “integrated digital marketing communications company,” you build a mock-up of Jenny’s apartment and move in for awhile. Here’s what you find in your abode: Low lighting, a Yoga mat, Elle Magazine, a Sex and in the City DVD playing and Photos and candles for decoration. Now, you’re golden--(and if you’re lucky, Jenny may actually show up!) This is approach Organic used to create and pitch concepts to Daimler Chrysler for both Jeep and Dodge Charger (Jenny’s low-life brother, Roberto, aspires to one of these.) Marketing Blurb thinks this is a fantastic approach to creative development, because Jenny is likely to stock wine rather than Mountain Dew at her place. Thanks to Stephen Baker of Business Week Blogspotting for this gem, and kudos to Organic Inc.!  Photo Credit: Business Week