When I sold radio advertising, I heard an expert say that businesses switch their messages way too quickly. This holiday season I have been watching an excellent example of this with the Target commercials. Have you seen them?
The first one which caught my attention opens with a close up of a dog whining. As the camera pulls out, the viewer sees an elderly man standing beside the dog. Next to him is another guy. All three are looking at the outside of a house which is overdressed with lights. The guy asks why the dog is whining to which the elderly man replies, “He doesn’t like people flaunting their money.”
“But I don’t have a lot of money,” the guy states.
“I know.” This statement by the elderly man ends the commercial.
The second one shows two boys helping their father hook up video camera to TV. “How’s this?” Father asks.
“Still can’t see anything,” one of the boys replies, and they both giggle.
The boys and the viewers can see Father’s backside in the TV. Obviously, the camera is hooked up correctly, but the boys are having fun at Father’s expense. The commercial continues in this vein, and the situation is never resolved.
The third commercial involves a couple and their two children opening Christmas presents. As they tear the wrapping off a new TV, the husband comments, “I thought that we were going to hold back on spending this year.”
The wife responds, “Santa knows how to shop.”
He responds that times are tough, and they continue to have a terse exchange in front of the children who both look concerned.
I have watched these commercials several times with mixed emotions. I find the one with the boys and their grandfather humorous and the one with the two men and the dog puzzling. When I watch the one with the couple, I become uncomfortable. Seeing a couple argue in front of their children on Christmas morning makes my stomach tighten.
I had always recognized Target’s past commercials instantly. They had a consistent look. Even if I had seen the commercial for the first time, I correctly guessed that I was watching a Target commercial.
I cannot say the same for these commercials. They do not have a consistent look. They do not have a consistent message. They do not look at all like Target commercials. I assume that someone at Target thought their look ought to be updated. Consequently, the company hired a new advertising agency and developed new commercials. In this change, they left their message behind.
Switching commercials because personnel become bored with the current ones or because they think the business needs a new look is not smart. In the switch, the message, as well as the viewer’s attention, can be lost. Regarding Target, I am uncertain as to what message these new commercials intend to convey. I certainly am not receiving it.
Take a lesson from Target. Before you switch using a long-time commercial or ad, stop and think again. What are you accomplishing? How is your message presented? What does your customer think?
Answer these questions before making any switch.
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