Everything To Know About Marketing & Business Strategy
  • HOME
    • Home Furnishings "STUFF"
    • About Us
    • Commitment To Our Veterans
    • Free Marketing Analysis - No Strings-No Sales Pitch
  • Social Platforms
  • Technologies
  • Marketing Integration
    • Free Marketing Analysis - No Strings-No Sales Pitch
    • How Social Media is Changing Brand Building & Retail
    • Brick & Mortar Retail Touch Points Exposed
    • The Secret to a Good Mobile Website for Retailers
    • U.S. Newspaper Revenues Hit 50-Year Low in 2012
    • Future Retail Trends-2015
    • The Power Of Gen Y in Today’s And Tomorrow's Workplace [INFOGRAPHIC]
    • Brick And Mortar Retailers May Become Extinct If They Do Not Embrace The New Economy >
      • A Retailer's Guide to Webrooming
      • INFOGRAPHIC - Do men and women shop differently online?
    • How Big Is Amazon {INFOGRAPHIC}
    • Why retailers must excel in the 4 Cs instead of just the 4 Ps
    • E-tailers: Tips, Trends, and Reasons E-Commerce is About to Boom
    • Is Texting The New Marketing Engagement Frontier
    • Which Social Network's Users Make the Most Money? [INFOGRAPHIC]
    • 120 Awesome Marketing Charts, Graphs and Statistics
    • What It Costs A Business To Do Social Marketing
    • The NEW Retail Demographics
    • More Shoppers Reach for Mobile to Browse, Buy >
      • Online Reviews Influence Shoppers Most, but Print Catalogs Trump Social Networks
      • How Shoppers Use Smartphones to Save Money
      • Age, Gender Determine 'Go-To' Devices
  • MY RETAIL RANTS BLOG
  • CONTACT US
    • free marketing help desk

WHAT THE ELECTION CAN TEACH AD AGENCIES & MARKETERS

3/5/2017

0 Comments

 

By Bill Napier - Napier Marketing Group, Inc.

I BELIEVE THE ELECTION IS CAUSING CHAOS IN THE ADVERTISING AND MARKETING INDUSTRIES, WHY YOU ASK? I’LL WRITE AND YOU DECIDE.

This is NOT a political statement or endorsement or anything like that, it’s a plain observation with the facts.
First, we all know the pollsters got it wrong, VERY wrong because they did not go outside of their comfort zone when they interviewed people. AND most polls are conducted via telephone, yep the “land line”. That was their first mistake, how many people today actually have a land line and if they do, do they really use it? Out where I live, in the middle of nowhere in Arcadia Wisconsin, we must have one because there isn’t any cell service. With caller ID, if the caller isn’t recognized, we don’t answer. I bet this includes many of you who have landlines too. So with all those "TELEPHONE POLLS", do you think they really/truly got an accurate assessment?

  • (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).

Secondly, most pollsters and politicians live in a bubble or a comfort zone that is inclusive of only what they know or what they believe, sharing, and getting their knowledge with likewise believers. This is true on both sides of the political spectrum in most cases.

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;
Picture
Republicans won 2,600 counties in the U.S. vs Democrats who won only 500 counties. That equates to 83% of the nation’s geography and most influential ad agencies and marketing companies are located in the “blue clusters”.

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?

The great thing about marketing today is the ability to “segment” your message to an audience, but that takes work and money to create multiple messages to multiple/segmented audiences.
​
It’s just easier to take the “bubble” analysis and create that one message and assume… that message will resonate with everyone…IT DOESN’T and the consequences are hurting brands tremendously by disconnecting the reality from the perception.

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.

Just sayin…..
​
0 Comments



Leave a Reply.

    ABOUT bILL nAPIER

    Bill Napier has been in the Marketing Industry for over 35 years and is currently the Managing Partner at Napier Marketing Group, Inc.

    Furniture Today Magazine has labeled Bill Napier as being a “disruptor” in the home furnishing industry and he loves that moniker! 

    In the 90’s, Bill’s marketing agency PMA Network (Promotional Marketing Associates, Inc.), with offices in Minneapolis and Chicago, launched many consumer brands, as well as being a strategic consultant for The Times Square Millennium Celebration. 

    He was hired by Ashley Furniture in 2000 as their Chief Marketing Officer (CMO) and was blessed to be part of their astronomic growth from $800MM – $2.7BN over his 5-year tenure.

    He has also worked with two other furniture brands as CMO. He has been an industry consultant since 2007 and with his company Napier Marketing Group has developed and managed some of the largest promotions ever done in the industry. 

    Bill has developed and maintains the largest aggregated marketing informational website for retailers and brands: 
    www.social4retail.com 

    Need help bringing a product/brand to market in the Home Furnishing's category? 

    See what people have said about Napier Marketing Group's results from existing & former clients
    HERE
    ​

    billnapier@napiermkt.com 
    612-217-1297
     ​

    Archives

    March 2017

    Categories

    All

    RSS Feed

Picture

home

About Us

Contact us

commitment to our veterans

social marketing platforms

marketing integration


technologies for retailers

home furnishing's industry

free marketing help desk

our RETAIL rants blog


the beginners guide to marketing

Picture



​​content provided by free

​napier marketing group, inc.


CATEGORY EXPERIENCE

Home Furnishings • Consumer Durables • Retail • Trade • Consumer Products • Printing-Publication • Technology • Entertainment Partnerships • Furniture Stores  •  
​Social • Digital • Business Transformation – Corporate Turnaround • Marketing • Sales & Sales Management • Business Development • Brand Management • Home Furnishing Marketing • Furniture Retail Strategy • Marketing, Advertising & Promotion  • Staff Management • Product Positioning • Strategic Partnerships • Product Pricing • Trade Show Management & Presentations • Strategic Planning • Marketing Communications • Product Differentiation • Marketing Strategy / Execution • Online Marketing ​

​Napier Marketing Group
​is Located In Ft. Myers, Florida
billnapier@napiermkt.com
​612.217.1297


Picture

© 2007 – 2022 Copyright Napier Marketing Group Inc. All Rights Reserved. No use, publication or reuse is permitted without express written authorization.
Website design and maintenance provided by 
Napier Marketing Group Inc.
Ft. Myers, Florida
- www.napiermkt.com - 
- billnapier@napiermkt.com -
- (612-217-1297) -

Picture
Contact Us
  • HOME
    • Home Furnishings "STUFF"
    • About Us
    • Commitment To Our Veterans
    • Free Marketing Analysis - No Strings-No Sales Pitch
  • Social Platforms
  • Technologies
  • Marketing Integration
    • Free Marketing Analysis - No Strings-No Sales Pitch
    • How Social Media is Changing Brand Building & Retail
    • Brick & Mortar Retail Touch Points Exposed
    • The Secret to a Good Mobile Website for Retailers
    • U.S. Newspaper Revenues Hit 50-Year Low in 2012
    • Future Retail Trends-2015
    • The Power Of Gen Y in Today’s And Tomorrow's Workplace [INFOGRAPHIC]
    • Brick And Mortar Retailers May Become Extinct If They Do Not Embrace The New Economy >
      • A Retailer's Guide to Webrooming
      • INFOGRAPHIC - Do men and women shop differently online?
    • How Big Is Amazon {INFOGRAPHIC}
    • Why retailers must excel in the 4 Cs instead of just the 4 Ps
    • E-tailers: Tips, Trends, and Reasons E-Commerce is About to Boom
    • Is Texting The New Marketing Engagement Frontier
    • Which Social Network's Users Make the Most Money? [INFOGRAPHIC]
    • 120 Awesome Marketing Charts, Graphs and Statistics
    • What It Costs A Business To Do Social Marketing
    • The NEW Retail Demographics
    • More Shoppers Reach for Mobile to Browse, Buy >
      • Online Reviews Influence Shoppers Most, but Print Catalogs Trump Social Networks
      • How Shoppers Use Smartphones to Save Money
      • Age, Gender Determine 'Go-To' Devices
  • MY RETAIL RANTS BLOG
  • CONTACT US
    • free marketing help desk