[Re: Loose Cannon: Look Back In Hunger, January 16, 2007 (directmag.com/loosecannon/loose-cannon-look-back-hunger-011607/)]
Searching for unemployed 18 to 34 year olds who have the time to TiVo (their parent’s TiVo, I might add) through KFC ads is, I think, a desperate struggle for a marketing department. They must be searching to find something (anything) to do that may justify their time spent. Once their prospects have borrowed money from mom or dad for their coupon assisted purchase of barbecued chicken wings, what value can their name have to a future marketer?
I’m sure the sales margin on chicken wings has to be fairly slim, so where is the return on the investment? Where will this game playing, TiVo searching, “couch-time” using specimen go as a future purchaser? I am sure that other delusional marketers will buy such a list hoping for future names for their own collection of “unlikely” buyers, which can be merged into well worn-out lists to be offered on the internet – maybe.
The future of TiVo is not where the future of DM lies. It’s a cute idea but not one (I think) of lasting value.
Albert Saxon
Saxon Marketing
Springfield, MA
Network
