If those are the shows theyre watching than thats our target
market right there
Just because theyre ignoring the old methods doesnt mean we cant adapt
Lets think like fish here people, lets grow wings
Theres plenty more effort and time that can be invested in this industry than
any other precisely because this engine is the only one behind our entire
economy
Any market can be tapped
I want to stress and repeat that
ANY MARKET CAN BE TAPPED
Even the commie market can be tapped; just look at Che Guevara
What we need to do is find a way that this segment can be convinced that theyre
not being sold
Theyre very sensitive to this notion of 'selling out'
They believe in the what most of us believe to be outdated notion of 'the
man' and 'the establishment
Despite their ostenbsible 'punk' tendencies (which, I might add, was a market
that was easily conquered as soon as we became aware of it -- given the confusion
over the intentions and inspirations of the movement which actually had die-hard
Capitalist and Fascist ethics instilled in the main movers and shakers i.e.
McLaren, Rhodes, etc., as does any successful enterprise)
(Laughter)
they dangerously cling to certain 'hippie' ideologies which are counterproductive
to our integration and co-optation efforts.
We're trying to sell toothpaste here people
That means our main aim is to tap teen rebellion, not quell it
There are, as Watson would tell us, any number of unavoidable facets of human
nature which go up against our aims
It is not our business to alter them; rather, to manipulate and exploit them to our advantages.
Again, we're just trying to sell tooth-paste.
Let the President work the other angle if he thinks it's necessary.
We're not in the business of changing society; this may be an externality
of our practices, but it is not our intention.
When it occurs, we need to monitor it to determine whether this makes our
jobs easier or more difficult.
We need not worry about altering that either should it occur, we just need
to adapt.
Which is exactly what needs to be done with this anti-advertisement, anti-consumer
segment that is arising.
These tv babies are no more complicated than their sixties counterparts.
The mistake we made in the sixties was abandoning this generation at their
most viable to inducement; relying on their inevitable co-optation into society
following their abandonment of idealistic lifestyles after being mugged a
couple times.
This inevitable increasing pliability of these consumers will, of course,
occur to this generation as well.
I refer you to Burgess and McDowell for further information on this subject;
I believe this is still a text that is preferred by the antecedent and current
generation.
However, this doesnt mean that the lack of pliability of the current generation
is insurmountable.
These kids will brush their teeth; we just need to let them know that it affects
their 'sustainability'.
This is the key word here people.
If you take nothing else from this presentation today
(And I see that several of you won't given the glassy look in your eyes)
(Laughter)
I want you to remember this word
SUSTAINABILITY
This word is key not only to our co-optation of the emerging fringe market
segments, but, possibly more importantly, for the integration of this fringe
with the mainstream.
However, again, as we're all well aware, the fringe market segment cannot
be made aware of this integration
It simply makes it cheaper for us to appeal to a larget market with less pitches
necessitated.
In addition, the fringe market segment is, as mentioned previously, overly
sensitive to any indication that it is being co-opted.
It has hastily learned the lessons of the past.
Fortunately for us, this hastiness has led to an overwhelmingly superficial
understanding of what co-optation is and how it operates, therefore I foresee
no difficulty in selling the concept of sustainability
We've already purchased spots on MySpace, Bit Torrent, iTunes, and GuerillaNews.
The rest is up to you.
Your job is to determine the best way to surreptitiously avoid what Marx would've
referred to as 'heightened class consciousness', and what we of course refer
to as 'education externalities'.
We need a way to Joan Baez the Bob Dylan's in our terminology, to Sid Vicious
the Joe Strummer's in our children's terminology, and Kurt Cobain the Zack
De La Rocha's in the most recent fringe group's terminology.
As far as we are aware, this is still the most current market segmentation
in place as our focus groups indicate no differentiation between a Kurt Cobain
and a Che Guevara t-shirt amongst this fringe sement.
Gentlemen, I leave you to think it over.
And remember, think SUSTAINABLY.
ANY MARKET CAN BE TAPPED
Thank you. Lunch will be served in fifteen minutes.