since the screens still haven’t even been burned for printing the replacement bags yet, i’m back to my focus of marketing.
i keep trying to figure out how to stick out among the masses. and so far, i like the option of being way different/borderline weird the best. and then i saw this video and realized that i am probably headed in the right direction.
what the heck is this video?
i caught it on SNL this past weekend (no, i wasn’t home on a saturday night, we Tivo’d it and watched it sunday night. although, sometimes we are home on saturday nights. so what? back off.). how in the hell did he come up with this idea that it’s funny to punch people when they are trying to eat? because, it is funny and it’s because it’s so bizarre. the first time i saw it, i was definitely caught off guard and was locked-on because i couldn’t figure out the point. especially at the end, with the zombie dance. WTF?
then i watched it again yesterday on youtube and i laughed more than i did the first time at just the ridiculousness of it. he really takes huge swings at these people and they go flying…just because they want to eat. and then he dances a jig about it. (“this toilet paper’s a mess. it just tears off in little jigs.”-overheard random person at airport bathroom).
now, don’t get me wrong. i don’t think this is the funniest video i’ve ever seen. however, it is weird enough that i think it will catch on, especially with 16-25 year olds. hmmmm.
wait a second. hang on for a minute. i have an idear.
last week, i was thinking of an aspect of my marketing plan that involved more videos that would develop into a series. we’d come up with one central character and they would be short, funny/weird and not have much point. the series is a ways off, as in after we get up and running for a little bit. but, the more i think about it, the more i like the idea. i think weird/odd/funny is the way to go. and trust me, weird won’t be hard for me to do.
i’m not doing this with the expectation that if i make a weird video, everyone in this age range will come a runnin’. i’ve been really trying to drill down to who i’m really going after with durtbagz. college kids is a very broad and varied category. really, the only thing that unites them is beer. at least, that’s what united us at KU and it worked pretty well, i must say.
mom: what do you want for your 21st birthday?
me: a keg
mom: okay. what flavor cake?
me: bud light
so i’ve been trying to recognize specific groups that i want to approach. one is KKG, my sorority. there’s a big chapter at every major campus across the country. i figure i can get the pres or one of the other girls in a leadership position to carry it around the school yard. actually, they have to; we took a blood oath and i can haze them to no end if they deny me. okay, that’s not true. i can’t haze anymore.
another crowd i’m interested in gaining some exposure with are college kids that ski and/or ride. thankfully, lots of major colleges have ski/snowboard clubs and some of them are huge. the university of colorado has the biggest ski/snowboard club in the country. lots of california schools have decent sized ones as well. getting someone on the board of these clubs to carry a bag around or donating a bag for one of their fund raising events will get durtbagz in front of the right people.
one other group i’ve been looking at are those that do outdoor adventure races. you know, those fun ones that you need to be a little bit athletic and a whole lot fun to do. typically they have something to do with mud and or snow and or water. people that participate in fun, outdoor stuff like this are also people i’d like to see carrying durtbagz.
looking at a portion of the crews that i’m going after, can you now see why i think weird may be the way to go? here’s how a sorority works: one girl finds something cool/unique one day, 10 of her friends have it the next day, 40 more two days later. when that many girls live together, that stuff spreads like wildfire. and if you don’t buy one, you borrow it at least once.
snowsport people are always on the look out for the next newest thing. we like having stuff that no one else does. yet.
when i lived in breckenridge, i knew more people that might not make rent, but had ALL the new burton gear for the upcoming season. that is why people live in breck. you’re priorities do not match the rest of the population. it’s actually a very good thing.
people that participate in fun, outdoor competitions usually are younger and have a decent sense of humor. perfect.
i would be willing to bet that most of the people in these categories are or will be fans of andy’s weird-o punching video. (yes, i am putting you in a box. you have been categorized by the wo”man”, how does it feel?!?!). so, when the time is right, i’m going to put my money where my mouth is and we will see what happens.