Cervelo Apple wrote:
M.E.T. wrote:
It's twisted, isn't it: People feel they have to carry a bigger cross than everyone else. Kind of like an existential version of "How much 'ya bench?"
But hey, whatever gets you up in the morning....
...and that is why I was surprised that Tough Mudder actually wrote what they did. Why belittle endurance athletes while trying to build up your own cross?
BECAUSE IT SELLS...
Lets assume that everyone wants to be tougher than everyone else. I think this is a fair statement, we all want to feel special.
So, now lets take a few minutes to look at the potential market of folks who might be potential TM customers.
1) Probably not overly athletic, maybe some varsity sports along the way, but I think we are talking about mostly "participators"
2) On the younger side, fans of other sports
3) Socio economic they are mostly white, suburban, middle income.. Probably a similar college rate to triathletes.
4) very social
There are other traits I am sure, but I feel pretty safe assuming these four to be accurate.
So, as a marketer you feed them a line about being tougher than those rich geeks with too much time on their hands.
It's almost as if they are calling out all the generation X and Y folks saying "Hey guys.. We know your overpayed jerk bosses race triathlons and marathons, but that stuff is for weenies.. Come hang out with us Saturday and you can prove to yourself and your buddies that you are tougher than the stupid boss!".
Its great marketing.
Austin Hardy -