Look who's listening

I read an article on The Drum recently that got me thinking. I’d like to believe I already knew the crux of the piece, but in reality, I too had been overlooking what’s staring us in the face.

Marketing to the masses is something that’s been instilled in advertisers since we can remember. The ability to reach millions is always the desired effect, but the way in which we do that needs to change, now.

Archetypal audiences are no longer present. The family with 2.4 children quite simply doesn’t exist and whilst marketers keep telling us that everyone is ‘tech savvy’, they are neglecting a huge demographic that are yet to cave in to technology and buy themselves a smartphone (my 63 year old parents being a prime example).

Yet these are the people we need to communicate with when we’re launching a product, creating a new ad campaign or selling a family package holiday. So what are we to do?

1. Stop obsessing over Millennials
Did you know that marketers spend 500% more on digital media to reach Millennials as opposed to other consumer groups? Whether it’s because advertisers think Millennials are more ‘connected’ with brands, or switched on to new channels, they’re missing a trick. And isn’t the word ‘Millennial’ a fabricated term used to categorise a generation under one label? Humans are far more complicated than that. Plus, only 40% of ‘Millennials’ would identify themselves as one.

2. Enlist ALL the feels
Brands have become far better at playing on our emotions. The John Lewis Christmas ads are a great example of this – even though we’re well aware that their intention is to do precisely that. So, how about catching people off guard? Empathy doesn’t have to be heart-warming. It can come in many forms, from our fears and anxieties to our anger and envy. Take ‘The Present’, a short animated film that resonates with a wider audience than initially expected, and provokes more than those warm and fuzzy feelings.

3. Listen, listen, listen
An integral part of research is listening to people, whether that’s co-workers or your audience. As one third of a ‘creative team’, it’s my job to be creative and generate big ideas. But ideas can come from anywhere and everywhere. You’re not a failure if you ask for help. Failure is just part of the process in understanding what does and doesn’t work. You could also argue that fear of failing holds us back from taking risks – which is what connects with our audiences and cuts through the convoluted world of communications. By truly listening, we’re able to understand the mind set of others and craft stories around products and services. It’s these stories that stay with people.

The moral of the story? In order to market to the masses, we need to know who we are talking to. To do that, we have to look at ourselves, our friends, our families, our colleagues and the strangers we pass every day. Ask some questions and get some answers.