Marketing and Bullshit: Part 3 The Importance of Being Relevant

So fuck, haven’t we just infected poor little Sarah with the marketing bug? She’s been writing all sorts of shit about advertising sport, cycling and cycling clothing to women. I’d encourage you to catch up on her excellent series of posts about the Adidas #mygirls campaign, marketing to women and cycling clothing for women before we go any further down the rabbit hole. After all, it pays to know what you’re getting yourself into.

In the meantime, here’s a little something to welcome Sarah officially to the dark side:

It’s funny because it’s true. Now come on over for another stroll through the wonders and delights of all the power the dark side has to offer as we explore fragmented markets and the importance of being relevant.

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Help me help you

So we’re well into 2013 and the development of #ClickThruThurs is continuing. By now you should already be quite familiar with the initiative and the many reasons that it’s a good thing. What I’d like to take some time to do now is explore in a little more detail the ways in which your clicks count, and why such a simple action can lead to really positive things. Help me to help you understand how best to manipulate educate marketers to get what you want. Yep, I said it…

That’s right team, it’s time to delve slightly further into the fucked up world of marketing!

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Marketing and bullshit (Ratatat remix)

Alright, it’s been a while since the last episode in my ongoing saga of posts about marketing and cycling and how the two are inextricably linked. We were previously caught up in the wonder of all things Social Media Jersey and since then Sarah’s been busy working out what you should all get her for Christmas (seriously, if you want to send Sarah a Christmas present, let me know and I’ll totally facilitate shenanigans).

Anyway, today the inimitable Kathryn Bertine shared a great interview with Colavita marketing VP John Profaci and it prompted me to get back into the minutiae of selling your soul to shill for corporate hacks (like me). It seems we (women’s cycling fans) have been thinking in this direction a bit lately, also spurred on by Amber Pierce’s excellent blogs, especially her Continuing the Dialogue article and the REALLY FUCKING IMPORTANT READ – Click Thru Thursdays. So it’s clearly time for us to get back into it.

Before we do that though, it’s really important to set the right mood and the best possible way to do that is to hit play on this great remix of the Notorious B.I.G. classic and let it roll while you read the articles linked above:

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