Dear Mr. Jeffries,
Since you are a seasoned business executive, please define the “cool kids” market segment that is the “bread and butter” (inappropriate metaphor for your body image conscious stakeholders, but I really couldn’t help it) for your business.
I received my masters’ degree in integrated marketing communications (IMC) from Northwestern University one month before you explained your niche marketing strategy to Salon. Back then, I wondered, “How does this corporate leader define and size the ‘cool kids’ market segment.”
I think you defined your “cool kids” market segment based on what YOU, not objective research or analysis, felt was antithetical to YOUR definition of cool. As a Medill IMC alum, let me help you define the “cool kids” market.
A “cool kid” creates an application for a smartphone.
A “cool kid” volunteers their time to serve meals at a soup kitchen.
A “cool kid” shatters their school’s track-and-field records.
A “cool kid” comes out of the closet and defends their sexual orientation to bullies.
A “cool kid” stays up all night to study for an exam, write a paper or prepare for a presentation.
A “cool kid” helps a buddy who needs guidance and support.
A “cool kid” falls in unrequited love with someone he or she can’t have, but can’t help how he or she feels.
A “cool kid” doesn’t tolerate abuse from adults.
A “cool kid” is a kid who wears his or her heart on his or her sleeve.
I could go on and on and on about what it means to be a “cool kid”. Did your research uncover these insights? I doubt it did because you have a narrow-minded perspective on what it means to be a “cool kid." Before your public relations people tell you to apologize to the world about your ignorance, I would recommend that you re-define what it means to be a “cool kid”. Think long and hard about this definition. If all you can see are washboard abdominal muscles, then your business will fail in the long-term.
Regards,
An “Uncool Kid”
