LESSONS IN ADVERTISING – FOR A 12 YEAR OLD
Maybe you don’t like the advertisement because it’s not intended for you.
My son is in his pre-teen years and is starting to express his opinion on, well everything, including advertising and marketing. This has sparked some interesting conversation and discussions.
His favourite thing to do recently is comment on the commercials he likes and dislikes.
For instance there is a commercial on television for housing. He laughs when it comes on and says, “they’re boring, and wouldn’t make me want to live there.” He repeats this every time he sees it.
When he heard the Color Run commercials on the radio a while back he had another reaction, “see this is what a commercial should be like. It’s fun, interesting, makes me want to go.”
Sometimes I let the comments go (pick your battles) but more often than not (those of you who know me know I love a good debate) I challenge his thinking.
This time it went something like this:
Me: Why do you think you liked the Color Run ad?
Son: Cause it was fun, and a better ad.
Me: Who do you think they want to go to the Color Run?
Son: People like me I guess.
Me: So why do you think you liked it?
Son: I dunno – it was good.
Me: Or because you are exactly who they are trying to reach. So it is a good ad because it reached the person they wanted – you.
Me: (I couldn’t let it go there) So why do you think you don’t like the housing commercial?
Son: Cause it’s boring.
Me: Maybe, but who do you think they’re trying to reach? Are you looking for housing?
Me: Who would?
Son: old people (its all relative to him)
Me: Hmmm, do you think ‘old people’ would like the ad?
Son: Yeah I guess.
Me: So is it a good ad then?
Son: Yeah I guess.
Me: Good advertising (and marketing) is based on who you are trying to reach – and sometimes that’s not you. Just because you don’t like it, doesn’t mean it’s not a good advertisement.
A great reminder for all of us in marketing and business is to really know your audience and whatthey value and ‘like’. Make them the focus of your marketing and advertising decisions.