I'm fascinated by how much poor marketing is out there. I'm not talking just slightly off the mark, or a good idea that is poorly executed; I'm talking about totally missing the reality of how your customers think, interact, and make decisions. So much marketing seems to be flying in the face of how people actually behave. So I started thinking: what if real life really was as some marketers see it in their dreams?
Presenting: a marketing fantasy in three parts…
WORK LIFE
Several young, attractive, well-dressed men and women of various ethnic backgrounds are gathered around a conference table. A slightly older, distinguished-looking man is addressing them, a thoughtful expression on his face.
BOSS
…So as you see from this chart we have just over two months left of cash flow, and diminishing customer orders. Any suggestions?
FIRST MAN
Well, I found this website for a vendor that says their software can solve all of our problems.
BOSS, whips off his glasses:
ALL of them? Wait, how do they support this claim?
FIRST MAN
Well, they have a mission statement on their home page that says that their software is "industry-leading." And I downloaded a white paper that is… oh… 27 pages in tiny font. Also – and I think this is what convinced me – they have a Flash product demo.
WOMAN
Does it explain how the product works, what it costs, and how it would impact a business like us?
FIRST MAN
No, but it has some nice animation and features really cute little people icons.
BOSS
I'm convinced! Sign us up!
Everyone nods happily.
HOME LIFE
The setting: it's morning in the Brown household. BRAD, SHEILA, and ADORABLE CHILD are gathered around the breakfast table. The soft light of the morning sun is filtering through the window.
BRAD:
I am really liking this orange juice. It's more orange-y than regular orange juice… It's got this super orange kick to it.
SHEILA
Let me try. Oh my gosh – you can definitely taste the orange in there. I feel like I'm actually in an orange grove right now. I'm running through the trees, I can feel their leaves touching my skin now. It feels amazing.
BRAD
It feels like it's a hot day, and I'm diving into a cold, pure pool of orange juice. It feels so right, like I'm going home.
ADORABLE CHILD
I wanna twy da owanj joooz!
Everyone laughs. SHEILA wipes away a single tear of pure joy.
SHEILA
I forgive you for the affair.
TEEN LIFE
Setting: a high school. Two pretty girls are chatting in the hallway as students come and go around them.
FIRST GIRL
OH MY GOSH you have got to see some of these super-cool interactive brand assets that Brian sent me last night.
SECOND GIRL
Really? I was also interacting with some totally engaging social media brand presences last night. Did you Facebook-friend those new digital brand assets that he sent you? They sound SO fierce!
FIRST GIRL
I really like it when companies try to create edgy, teen-savvy content and rich, interactive web experiences. I feel like most brands just get me.
SECOND GIRL
Me too!!!!
They giggle and high-five for no apparent reason.
