Excerpts from our talk to the Madison Advertising Federation
Last night, we had the privilege to address the Madison AdFed at their seminar. Our portion was during the dinner hour. Breakout speakers included Bruce Bendinger, creative guru of The Copy Workshop, Jeremy Cornfeldt, V.P., Search and Affiliate Marketing for Carat Fusion and Vicky Evans Stencel, Director of Strategy and External Development for Kraft Foods.
It was an honor to be a part. We want to thank Ben Sprague-Klepzig for extending the invitation.
Our topic was “Is Consumption a treatable disease? How media and advertisers are keeping up with the ever-expanding habits of today’s consumers." Here are some excerpts. We welcome your comments and insights.
Are we changing media? Or is media changing us? And as advertisers, what are we to make of all this?
“The real interesting dynamic is that marketers and advertisers are now dealing with the challenge of being focused and the realities of fragmentation. The tensions between the two are what can drive a person crazy.”
Bruce Humbert of Turner + Humbert
The single most important thing any advertiser can do, big or small, is to define his target market. Sequester, analyze, understand and know that segment which is most likely to respond.
Once you do narrow your taarget, change your focus from “product as hero” to “insight as hero.” This step is extremely difficult, but we believe that for every brand there is somewhere one word or phrase where consumer and advertiser can meet and agree to do business.
Take the time. Make the effort to find it. Because people aren’t looking for your product. They’re looking for themselves.
Moreover, the way they’re looking has changed. Their behavior has changed. It all started with the post-TV generation who stopped listening (and, one could infer reasoning their way to a decision) and started reacting to visuals practically instantaneously.
Bob Pittman, one of the founders of MTV, put it this way. He called them “TV Babies:”
“Because of TV perhaps, TV babies seem to perceive visual messages better; that is, through sense impressions. They can ‘read’ a picture or understand body language at a glance.”
Consider the implication. A generation that needs not to be told and doesn’t want to be led. They are with us today. They’re called AARP and they’re the biggest lobby in the country. And that ability to make a snap video decision has been passed down to Generation Y and all to follow.
Next time: TV Babies get their own technology and all hell breaks loose.
It was an honor to be a part. We want to thank Ben Sprague-Klepzig for extending the invitation.
Our topic was “Is Consumption a treatable disease? How media and advertisers are keeping up with the ever-expanding habits of today’s consumers." Here are some excerpts. We welcome your comments and insights.
Are we changing media? Or is media changing us? And as advertisers, what are we to make of all this?
“The real interesting dynamic is that marketers and advertisers are now dealing with the challenge of being focused and the realities of fragmentation. The tensions between the two are what can drive a person crazy.”
Bruce Humbert of Turner + Humbert
The single most important thing any advertiser can do, big or small, is to define his target market. Sequester, analyze, understand and know that segment which is most likely to respond.
Once you do narrow your taarget, change your focus from “product as hero” to “insight as hero.” This step is extremely difficult, but we believe that for every brand there is somewhere one word or phrase where consumer and advertiser can meet and agree to do business.
Take the time. Make the effort to find it. Because people aren’t looking for your product. They’re looking for themselves.
Moreover, the way they’re looking has changed. Their behavior has changed. It all started with the post-TV generation who stopped listening (and, one could infer reasoning their way to a decision) and started reacting to visuals practically instantaneously.
Bob Pittman, one of the founders of MTV, put it this way. He called them “TV Babies:”
“Because of TV perhaps, TV babies seem to perceive visual messages better; that is, through sense impressions. They can ‘read’ a picture or understand body language at a glance.”
Consider the implication. A generation that needs not to be told and doesn’t want to be led. They are with us today. They’re called AARP and they’re the biggest lobby in the country. And that ability to make a snap video decision has been passed down to Generation Y and all to follow.
Next time: TV Babies get their own technology and all hell breaks loose.
posted by Bob Welke at 3/23/2006 02:12:00 PM
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