Skill Level Beginner
(alarm chiming) (inhaling deeply) - Okay, so in marketing something that's incredibly important is knowing your demo. Now you may be wondering, "Well Curt, why are you getting out of bed?" Well this is all super important. Also, I wasn't really getting out of bed at 11:27. This is a bit, I'm trying to prove a point.
(water running) (groaning) So like, take me for example, as a millennial I get marketed for things all the time. I am a prime consumer of ads, of YouTube videos, on my Twitter feed, everywhere. In fact, according to a Goldman Sachs report, 92 million millennials in the U.S. spend a total of $600 billion each year, meaning due to the spending power of my generation, we're a prime demo for marketing to. And 79% of millennials recognize that ads serve a purpose for a brand, meaning my generation also understands that advertisements are necessary for a brand to grow, and to share.
But the thing about ads is that most people ignore them. Like, statistically it's true, most people ignore ads. It's this thing called banner blindness. Ads don't really poke out to us and because we see them all the time, there's nothing different about these ads. They're literally everywhere, no matter where you go. Ads for shoes, ads for clothes, ads for food, it does not matter. And because of banner blindness, no one really pays attention, so one of the key things that gets someone to actually pay attention to an ad is to make sure it's relatable to them.
I'm going to get out of the shower, or at least I'ma finish showering. Your audience needs to feel where you're coming from because we see this type of stuff all the time. So why should I care? That's a question I want to ask myself, when making videos, "Why should they care?" But that's not anything necessarily new, these are just targeted ads. Ads targeted at certain demographics specifically for things that they usually buy. Like for me, a college student, I have to get up incredibly early in the morning, get dressed, take a shower, feel tired, hate myself, literally want to die, maybe not literally.
What's a sensibility of me? I want to be able to do better in my classes but I can't because I don't have that focus, so what's something that would work for me? Well in turn we get things like ... (slurping) I didn't put any creamer in that, that was a terrible decision. Whoo, it's coffee everybody, it's this wonderful, amazing coffee. The day, morning, and midnight fuel of the average college student. I relate to this cup of coffee. Well, alright maybe not in this way to a cup of coffee.
But in how an ad represents this cup of coffee. Like even, like look, like if you Google "coffee" the first things that pop up, the first thing pops up are not search results, it's ads. It says it right there, it's a ad, it's an ad. It shows me places where I can get coffee here on my campus, and I can identify with this that I almost spilled. Like, it's presented in a way that, "Hey, you're a college student, "you have to deal with exams, studying." So therefore I relate to it and I'm more likely to see it, and I'm more likely to understand.
Like if it was an ad towards, I dunno, mothers of seven. I would not, you know, care as much because you know I'm not necessarily a mother of seven. I'm a student taking 17 credits. But because it's presented in a way that me as a college student can identify with, noting my struggles, I can get it. That's the point of targeted ads. (slurping) Ah, I still haven't put sugar in that, I dunno why. But here's the thing, now I could easily end this here but there's still about three or so minutes left and that's because this isn't the general rule.
I don't think so at all, you can't just do it. Like there's a limit to how much you can try to relate to someone. And you figure relatability like there's no amount of relatability that's too much, like that doesn't sound right, right? But I guarantee you it is. There is such thing as trying too hard to relate and doing that is not marketing cool. But I'm sure you guys want proof so here, I got an idea. So a couple years ago Truth, which is the anti-smoking campaign targeted towards teens created a couple different ads.
The main pull of those ads being, relating to teens through internet culture, memes, hashtags. I would not necessarily say that these ads were the best attempt to connect to teens. Not necessarily because they were doing the wrong thing, but because they were trying a little too hard to relate to the demographic. Now I'm a 21 year old man, I am not the target demo, and there aren't necessarily any statistics out here on how people receive the ads. So my opinion isn't necessarily in the best taste.
And that's why we do research, isn't that right Alex? Yeah, so for one let's just search the ads and lets see if we can find some internet presence that has a say on it. (clock ticking) When you search "truth ads are" the first two options are, "annoying" and "stupid". (clock ticking) Popular YouTubers like Filthy Frank examine these ads in a video, not necessarily being very positive about it. - Because all teens love the internet, all teens love hashtags, at symbols, all teens love memes.
- And a lot of people agreed. (clock ticking) Searching sites like Reddit, a link aggregation site, like simply, "Reddit truth ads". The number one result being, "I hate the Truth Campaign", "Truth just aired the most cringe-worth "anti-smoking commercial I've ever seen", "These Truth ads make me want to delete Tinder "and start", well I think you get the jist. (clock ticking) I even hosted my own Twitter poll. I asked teens and younger millennials what they thought of the ads, and 47% considered it cringey.
And this was a poll out of 163 people. (clock ticking) So after perusing the internet, clearly there isn't a very strong liking of these ads, meaning that marketing cool in terms of relatability, yeah it works, but there is indeed a fine line before we get into mediocrity and mockery. They did a lot of things right like including personalities that people have seen before and can relate to, but it turned into them over embracing the culture and therefore, becoming sort of a laughing stock on the internet. So relatability works, that's true, but we don't want to use it to the point where it becomes so over-saturated that the message loses all meaning and feeling to the demographic.
And I think that brings us one step closer to understanding the marketing of cool. (thumping) Oop! (speaking faintly)