I BELIEVE THE ELECTION IS CAUSING CHAOS IN THE ADVERTISING AND MARKETING INDUSTRIES, WHY YOU ASK? I’LL WRITE AND YOU DECIDE.
- (I use Google Voicethat allows my cell number to ring on multiple devices that I can choose to answer, including my land line….and if they do call my cell with Goggle Voice, I can go to my Inbox and BLOCK the caller…it’s awesome).
So, what does this have to do with Advertising & Marketing companies, simple, Geographic’s and Demographics.
Like pollsters, or political pundits, most are aggregated in high population areas for obvious reasons; talent pool, office resources, client opportunities and more. So here’s the problem, in my opinion….
They live in this bubble, creating advertising and marketing initiatives that they believe are “mainstream” based on what they “think” they know from research, focus groups, observation techniques and hopefully segmentation marketing; demographics, choices, genders, and personalities, etc. My question is….where does this all take place? My answer, probably in “The Bubble”.
When we watch TV, we DVR everything because we just don’t “get” the advertising and marketing messages. I’d say 85%+ are definitely not targeted to us. My wife and I say constantly… “What were they thinking” when they created that add. Who paid for that and why?
I’m not going to be specific with certain ads or marketing platforms, because I’m sure someone would be offended, which is exactly my point. Everything has become so sanitized and paranoid of offending someone that agencies have lost that “wild west” approach that made so many brands iconic in the 70’s -90’s. Now they think that the whole nation thinks we should accept, believe and endorse political correctness and accept certain terms and non-realities to such a degree that most Americans are now “tuning out” because they don’t accept or believe in the “bubble” messaging or positioning.
Look at the map below. You will see the clusters of blue, that voted primarily Democratic and the Red, Republican. Here are some interesting facts that you may or may not realize that lends credence to my thoughts;
What I’m trying to say, if I haven’t convinced you yet, is that agencies are probably mostly blind, or ignore the America that is shown on the map. They create ads and messages that skew towards the cities, at the expense of including the rest of America as shown.
Think about it, how many ads on TV actually-truly-realistically represent “the reality” or are they trying to pander to a perceived political position or perceived cultural belief because they only researched what they “knew” vs. what America may believe as shown on the map as to what they voted for?
Remember the old adage….Does your ad play in Peoria?
Think about it before you spend those ad/marketing dollars. Who is your audience, where do they live, what do THEY believe in, what will engage them, etc? If you don’t, you’ll probably get DVR’D or worse, dismissed.
Personally, I think politics just plain suck on all levels. This is not about politics, it’s about people and how you must re-think your messaging if you want to inspire, engage, and connect with people to “buy your stuff”. Look at the map again….are you targeting them, or you?
Don’t be a pollster…be a marketer. Your clients depend on that and if all those counties in red say “you have a tail”, you should probably take a look.
About Bill Napier