In building a Brand, creating a shared reality for consumers, and kicking your competitors a** – precision targeting has proven to be mostly a bad idea. To obsess over the “right person at the right place and at the right time” is to obscure your product or service from the masses that might otherwise take a chance and come on over.
Targeting Content, Publishers and Mediums has proven, conversely, to be ‘where it’s at’.
Forever, the “waste” inherent in Broad Demographic targeting was always considered Mass Medias’ Achilles heel.
But after years of tossing buckets of cold cash at Behavioral type targeting (mountain climbers that own a ski house and drive pickup trucks and drink single malt scotch that live in the Northeast and have a minimum HHI of 55k, are married and have at least ½ a kid) it’s becoming more and more apparent as each day passes that the good old fashioned way of doing things is, at the very least, the better of the 2 options.
Keep it simple and align your creative with something that:
-Has the best ratio of Reach and Impact
-Is influential
-Is Credible
-Has a strong Brand Identity
-Informs
-Empowers
-Educates
-Is Unique
-Is Culture defining
-Has Immediacy
-Has Relevance
-Is Accountable
-Is Persuasive
-Is Influential
-Is Valuable
-Is Exciting
-Has a kinship with its audience
-Has a Sensibility
-Has an Identity
-Has a Strong Connection to the user
There’s Media that’s merely Bought and Sold and then there’s Media with Heart and Soul.
This piece was inspired by the “Type A Group” Newsletter and the man, the myth, the legend, Bob Hoffman… here.
