A local business is airing a commercial promoting Alter G, the anti-gravity, zero gravity treadmill, that works well for short term rehab. The commercial opens with references to two football teams. “The Badgers use it.” “The Packers use it..”
“Now you can use it, too.”
The commercial explains that after surgery you can “experience true weightlessness” with this treadmill and “make your therapy easier.”
Visually, a young person is shown running on the treadmill and part of the time lifting up and not running at all. After that, a person over 65 is shown slowly moving on the treadmill. The commercial ends by stating that this organization “brings you the latest tools to get you home faster.”
The first time I saw this commercial I thought, Something doesn’t work here.
The next time I watched it, I realized the commercial was mixed up. It wasn’t targeted to a market. It was promoting the Alter G treadmill to whomever might want to use it. Realize that the target market of the organization running the commercial is over 65. At least, that’s its main market. Perhaps it has a secondary market of young people with sports injuries, and that’s why the commercial uses the reference of the two football teams.
Whichever is the case, this commercial does not clearly target either market. Why would most people over 65 care if two football teams regularly use this machine? That might scare them from using it. How would true weightlessness help them? Even the name, Alter G, sounds unappealing to seniors.
On the other hand, young people with sports injuries might not be excited about doing rehab at a nursing home. While the name Alter G, weightlessness, and football teams might be attractive, the organization likely may not be. Can you imagine this conversation?
“Are you back from your rehab already?” wonders one runner.
“Yeah,” replies his friend. “I used the Alter G zero gravity treadmill. Did it ever help!”
“That’s great!” responds the first runner. “Where did you use it?”
At this point, do you think the second person says, “At the nursing home rehab?”
I don’t.
This commercial would have been more successful targeting its market and being split into two commercials. Tell the young person the cool-sounding name Alter G, its zero gravity, and the football teams who use it. In a separate commercial, share how the treadmill helps the person over 65 recover faster, have an easier time doing so, and go home sooner. Air each of these commercials at times when the target market for each is likely to be watching.
Doing this would have given the organization more response from both markets. Instead, each is left with a mixed up message.
This week's marketing trivia challenge is What mixed up message have you encountered? E-mail me your answer.
“Now you can use it, too.”
The commercial explains that after surgery you can “experience true weightlessness” with this treadmill and “make your therapy easier.”
Visually, a young person is shown running on the treadmill and part of the time lifting up and not running at all. After that, a person over 65 is shown slowly moving on the treadmill. The commercial ends by stating that this organization “brings you the latest tools to get you home faster.”
The first time I saw this commercial I thought, Something doesn’t work here.
The next time I watched it, I realized the commercial was mixed up. It wasn’t targeted to a market. It was promoting the Alter G treadmill to whomever might want to use it. Realize that the target market of the organization running the commercial is over 65. At least, that’s its main market. Perhaps it has a secondary market of young people with sports injuries, and that’s why the commercial uses the reference of the two football teams.
Whichever is the case, this commercial does not clearly target either market. Why would most people over 65 care if two football teams regularly use this machine? That might scare them from using it. How would true weightlessness help them? Even the name, Alter G, sounds unappealing to seniors.
On the other hand, young people with sports injuries might not be excited about doing rehab at a nursing home. While the name Alter G, weightlessness, and football teams might be attractive, the organization likely may not be. Can you imagine this conversation?
“Are you back from your rehab already?” wonders one runner.
“Yeah,” replies his friend. “I used the Alter G zero gravity treadmill. Did it ever help!”
“That’s great!” responds the first runner. “Where did you use it?”
At this point, do you think the second person says, “At the nursing home rehab?”
I don’t.
This commercial would have been more successful targeting its market and being split into two commercials. Tell the young person the cool-sounding name Alter G, its zero gravity, and the football teams who use it. In a separate commercial, share how the treadmill helps the person over 65 recover faster, have an easier time doing so, and go home sooner. Air each of these commercials at times when the target market for each is likely to be watching.
Doing this would have given the organization more response from both markets. Instead, each is left with a mixed up message.
This week's marketing trivia challenge is What mixed up message have you encountered? E-mail me your answer.
No comments:
Post a Comment