So my 6 year old knows nothing about what marketing is supposed to accomplish, what he does know is that some of it makes him wicked mad and interrupts him and some is great and interesting and adds to his life.
He plays a game that is subsidized by marketing. During his football games, each quarter ends with an advertisement he has to watch to get to the next quarter. The most interesting part of it to me is how he recognizes them across channels.
I am not sure which car company it is but one of them has been buying A LOT of advertising time on his game. Now, admittedly he is playing Madden Football which is more of a big guy game BUT it is the constant interruption that he attributes to this car company. The interesting bit is that when he sees it on “real television” he goes out of his way to comment that they are on his game and he hates them.
Now, I am not sure that this is going to influence his buying decisions for a lifetime but it has happened enough that he has now associated that car company with something bad that happens. And he has played the game almost daily for two months…gotta think that some neural connections were made.
one note…this is a “typical” car commercial, lots of driving and inane comments… I did a search for car commercials to see if I could find and dang, there are actually some fun (and funny) commercials. would have thought have an entertaining commercial during a game would make more sense
This same thing happened to me. I was watching a show I had recorded in a marathon and they had obviously not sold enough different advertisers. I kept getting the same ad over and over…causing me to actually stop watching the program because I couldn’t STAND-TO-SEE-IT-ONE-MORE-TIME.
My final example is a brilliant one from SpyFu…they had bought A LOT of ads of on the YouTube so that they could retarget and blanket the marketplace. Problem was, there is ABSOLUTELY a fine line between being “everywhere” and actually being everywhere, over and over ad nauseum.
Is It Still Bad Marketing If It Is Not Memorable?
Now in the world of a 6 year old, this commercial actually ads to his experience. He stops and watches it and comments about it favorably on it when he sees it on “real tv”.
Unfortunately, it may not be accomplishing its goals…the six year old gets one dollar a week as allowance. It took me almost 20 minutes to find it because, even though I have watched it a bunch with him, I did not remember it was Inkjoy. I checked Pilot Pens, Bic and Paper Mate before figuring out that it was Inkjoy (purely by accident). Now I do actually have a budget for buying pens but would not have been able to identify the brand to buy them.
It is really easy to hear “you should be advertising everywhere” rather than hearing “you need to be everywhere”. While it is great to use some of these new fangled marketing channels that we have at our disposal, the wise marketer knows the difference between connecting, marketing and advertising.
ps – the child in the photo is a stock image, although my child has that same face when he sees car ads!