Make Marketing History

The views of a marketing deviant.

Sunday, July 24, 2011

Why Would I Have What He's Having?


So, I've been noticing a plethora of ads (such as the one above) that feature "real" people. They're cheaper than discredited celebrity endorsements.

The trouble is people don't believe they're average and they certainly don't want to identify with the typical customer. They don't see one of us, they see someone they'd cross the street to avoid.

Far better to focus on your customers' aspirations than some aggregated categorisation that exists in the marketing department and probably nowhere else.

2 Comments:

Anonymous Rob said...

What is a 'real' person?

2:32 AM, August 02, 2011  
Blogger john dodds said...

In this context I mean un-idealised people.

They are explicitly designed to add a human face to product endorsement.

4:01 AM, August 02, 2011  

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