To the Editor:
In the articles about Julie Roehm's departure from the Chrysler group, one event was mentioned over and over again: the Lingerie Bowl. In many cases, it was mentioned with a tongue-in-cheek slant.
Well, let's look at it. Hmm. Dodge truck? What kind of men might buy a Dodge truck? Well, football fans. Yes, that's it, ones who would watch the Super Bowl. Why, yes, ones who just might want to see women scantily clad. Gee, that's a possibility. By George, that may be one segment of the target market!
Roehm had the guts to stand up and say a lot of those guys are truck owners, and I want them to be Dodge truck owners.
It was, in many ways, the beginning of the segmentation that the Internet has brought to all advertising.
Vilify her if you will, but at least she had the guts to say, "I'm willing to try something different and targeted to one of my market segments."
Way to go, Julie. Detroit will miss you. Wal-Mart is lucky to have you, and its competitors had better be ready.