How Colin Kapaernick Uses Marketing to Inspire Change
What is Marketing?
We think of marketing a little differently than most. We define it like this ..
Marketing is the creation and communication of messages, by any means necessary, to persuade a target market.
Marketing, for us, is the communication of any message. That message might be business and sales-related. It might instead be an ideological message, one based on religion, politics, social issues and so on. Marketing does not exist just to communicate a message. It exists to communicate a message in order to persuade listeners. Maybe most important of all is defining a “target market.” Marketers segment and choose target markets. This is the essential act of marketing. Those who target everyone target no one.
We discuss this and our philosophy of marketing in The Marketing Manifesto.
San Francisco 49ers quarterback Colin Kaepernick Is Marketing
Yes, he is. Or rather, you can see by our definition that he is. We get into that in the slide. Check it out.
The Backstory on Colin Kaepernick aka Why is Colin in the News Every Day?
Here’s what happened. During the NFL’s preseason, San Francisco 49ers quarterback Colin Kaepernick decided to sit during the national anthem. Kaepernick said, “I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color.” A buncha people replied with, and I quote, “Say whaaaaaat?”
Kaepernick was unmoved by the initial reaction. He knew that many people held the same opinion he did. If he stuck to his message, he would get through to them. The naysayers will always be there. We marketers know this. They are not, however, your target audience. That is the time to stay focused.
Two days after the game, Kaepernick gave a press conference to national media where he explained the reason for his protest and that he would remain seated during the anthem until there is a change in the country. Now, some weeks have gone by and there are people all over the U.S. that are protesting with Kaepernick by taking a knee.
There are a bunch of people who disagree with Kapaernick’s decision to do this during the national anthem and there are a bunch of people who agree. This isn’t about that. This is about Colin Kapaernick the Quarterback turned Marketer. Here’s his story: