I will miss her…her smile, her interests, her taste in products…her spending habits… When I started my game company, we targeted “Soccer Moms” and tried to find them with all our marketing. This general definition of our consumer helped us decide where to promote our product and which publishers to target with our advertising. At AND 1, we were trying to reach the core influencers within a larger, more general basketball consumer audience. In order to do this we identified specific other interests, like music, cars and video games that when combined with an interest in basketball indicated a high likelihood of being receptive to AND 1 marketing messages.