Driving around metro Atlanta with my kids is always entertaining, and their observations could be educational for advertisers as well.
Take, for example, a campaign that recently ran for a local company called Superior Plumbing. My daughter gets irate every time she sees one of their outdoor boards, proclaiming loudly that she would never do business with someone who produced such stupid ads. Such as,
“Talking about poo in your ads is just not right, Mom,” she says. “Yes it is. It’s awesome!” says my son.
Another is Fidelity Bank, a local Atlanta bank with a lion in their logo. Apparently, they decided that they were going to be “the lion bank” because I guess they couldn’t figure out anything else to say that was differentiating. So after seeing this board…
…the conversation goes like this:
Daughter: “’Hunting for a loan?’ Is that really the best they could come up with, Mom? You’re in advertising – do you like it?” Son: “Cool lion.”
Me: “Yes, it’s a nice-looking lion, but no, I don’t like it. You see, marketers are supposed to be able to say what makes them unique and give people a reason to want to do business with them. It’s called differentiation, and…”
Daughter, interrupting: “Yeah yeah, I got it. When can we go to H&M to use my gift card?”
Moral of the story? Kids may have short attention spans, but they are paying attention, whether your brand is relevant to them now or not. And today’s kids are tomorrow’s jaded consumers. They’re smarter than you think, and they have long memories. Work hard at creating something that makes you worthy of their future earnings. It’s your doody.