In last week’s #Brandchat, someone asked why I use the term “audience” to describe a set of customers in my book You Get What You Give instead of “consumers.” The answer is simply mindset.
I believe that many of the recent blunders and bad behaviors by brands are an unfortunate casualty of marketers’ mindsets about their customers. They think of their customers as “consumers,” a set of automatons that just click “like” and comment when asked or told to do so. They try to take advantage of user behaviors. Unfortunately, by acting purely to benefit their brands’ “health metrics,” they often find themselves in the middle of a PR storm because they have upset people. Continue reading “Marketers Need A People Lens” »
The content matrix below describes a 27 types of content that you can create that fit conveniently into 4 categories; Entertainment, Inspiration, Education, and Convincing. Whether your brand is B2B or B2C, you can create a variety of content that ignites action in your consumers. These content ideas connect with your consumers in either emotional or rational ways to build awareness and drive purchases.
Kotex and Smoyz, an ad agency from Israel, launched the first Pinterst campaign targeting 50 influential users. The results were interesting…
The campaign only garnered 684,853 total impressions, which seems awfully low for what a campaign like this would cost. Shipping, time and product have a hefty pull on the ROI. Granted this video also gained an extra 65,000 impressions. Overall, it was a great play by Kotex and Smoyz. In the true spirit of social media and understanding the individual consumer they produced a campaign that will be memorable for 50 women.
This poses an interesting challenge. Only being able to estimate the true cost of this campaign, would it be financially feasible to give each influential consumer of your business this kind of individual attention? You certainly don’t have to go to this extent, but could you and would you go this far to understand your consumers?
Staying true the great priced electronics and customer service Best Buy stands for, they’ve put together a series of ads that make consumers feel good. Ignoring the “hectic holiday” feeling, they have turned Mom’s image into a savvy, level-headed and competitive shopper. The women portrayed are confident and taking on the world without breaking a sweat. A much closer representation of the shopper we want to be during the holiday season.
This year’s holiday season brought out the big players in Black Friday ads. Every department store was boasting their best sales on the biggest shopping day of the year, but there was one company that stood out…. like a splinter under your thumbnail.
Target’s “crazed” Christmas Champ seemed to miss the mark by a few feet. This hysterical woman is so excited about the deals offered at target she literally loosing it. This series of videos is an okay attempt at humor, but when put into contrast of Target’s other advertising and that of it’s competitors it doesn’t seem to sit right with consumers.
Consumer already have an overwhelming feeling about the holidays. Especially those courageous mothers who battle in hand to handbag warfare for the perfect gifts. Target’s commercials are unsettling as they are a blatant reminder of the chaotic crowds to be dealt with on black Friday. Do those women, mothers and Black Friday consumers want to would admit to relating to the wired Christmas Champ? She’s the epitome of the anxious, awkward, powerless consumer that is crumbling under pressure and quite honestly a turn-off to female consumers.
Christmas Champ is a harsh contrast to the level headed, cheap chic, happy, Target Fashionista of yesteryear that was excited for designs by Mossoni, Alexander McQueen and Zac Posen. That was a campaign female shoppers could relate to. A shopping experience they wanted to be a part of and did not dread. And yet, despite all that, @ChristmasChamp still has a strong following and support.
How do you feel about Christmas Champ? Did these ads sway your shopping in any way?