6-2 Blog: Marketing Perspective 60 Minutes
What do you notice about this type of marketing?
I noticed that this type of marketing focuses on those who have done hard drugs like Heroine. It
is showcasing how serious the drug problem is, how easy it is to fall into the addiction from
other drugs, and how easy it is to get your hands on the drug.
What strategies are they employing?
The strategies they are employing are taking real peoples experiences. It shows how anyone
could be a junkie, and how common it is. By showing families who have lost children and loved
ones to heroin overdoses, they are also marketing what could happen to you. They are also
blaming Doctors and pain pills for the heroin epidemic by stating that Doctors are over
prescribing medications and opiates. This type of strategy is known as influencer marketing.
Influencer marketing is where they focus on the influential people instead of the target market.
The 60 minutes video uses this video to take others experiences and showcase them to get the
message across about drugs.
What role do these influencers play in marketing?
The survivors and those who did not survive of drug addiction are the influencers in marketing. They are in place to avoid their same mistakes. These influencers are providing caution to
parents, children, and even addicts the dangers of using heroin and other drugs. These influencers
are also playing the role of helping others by marketing their own hardships and stories.
How does the use of marketing perspective impact the relationship between the company and
consumer?
The use of real life experiences magnifies the marketing perspective because it deepens the
relationship between the influencers and the consumers. It impacts the relationship between
potential users and the drug by making them stop and think about those who have lost their lives,
or their loved ones.