Tune your message

Now, while I’m a professional marketer, I’m by no means unique as a consumer; I respond to some things and not to others, just like everyone else. I’m just aware of it, that’s all. Have you ever disliked a television ad so much that as soon as it starts, you reach for the remote to switch to anything, anything but that wretched ad? I’ll bet you have. If that ad is aimed at you, then that is very bad advertising.

If you’re selling acne cream to adolescents, then you can target your message accordingly; getting the fifty-somethings reaching for the remote really isn’t an issue, as long as your message chimes with youthful acne-sufferers. By the same token, the kids aren’t going to be thinking about their funeral plans, and offering a free pen isn’t likely to clinch it either; kids use phones, not pens. There’s one ad pushing holidays doing the rounds that I can’t bear and has me reaching for the remote instantly. I couldn’t even tell you who the company responsible is; I’ve never got that far. But I’ve been known to buy the occasional holiday, so in theory, I’m a valid target. I’m aware that personal taste comes into it, but natters with pals over a pint often reveal that on the dislikes stakes, the overlap is pronounced.

Television advertising is the most accessible and easiest to identify, but tuning in properly to your targets’ taste covers all media; it is your brand that is at stake. It’s worth taking a step back to make sure your messaging is on target.