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Marketing Buzz 05/03

When it pays to be hip; crack open these marketing books

This story appears in the May 2003 issue of Entrepreneur. Subscribe »

Shooting From the Hip

So you've got a cool product or service--doesn't it make sense for your marketing to also be hip? Of course, you can't market über-cool unless your brand warrants it. "Trying to be hip in a single execution won't work," cautions Sascha Lewis, co-founder of flavorpill, an e-zine newsletter that tracks hot music, art and cultural trends. "[The hip] audience is very savvy, and forcing hip will only backfire."

Whether you're courting trendsetters or teens, "you have to live like they live, you have to talk like they talk and, most important, you can't talk down to them," explains Keva Dine, author of two anti-boredom books for young teens, Hey Day (HarperCollins) and the upcoming Holidazed (HarperCollins)-forthcoming in 2003. If you target teens, she recommends working with one in some sort of an advisory fashion. Putting your message to the acid test will prevent many a marketing mistake.

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