The recent M2Moms conference found that :
- 60% of moms feel that marketers are ignoring their needs.
- 73% of moms feel that advertisers don't really understand what its like to be a Mom.
Bottom line – advertisers aren't connecting with moms. Moms don't see themselves in the ads.
I believe this is one of the main reasons why so many marketing to women campaigns fail. The images/characters in the ads don't reflect the kind of person she believes herself to be (or strives to be)
I'm the kind of person who….
How does she see herself? What is her self-perception? What values does she see in herself? How does she answer the question….I'm the kind of person who…….
For example. I see myself as a good dog mom. When my lab got home from knee surgery this summer, she was in bad shape. So I pulled a mattress off the bed so I could sleep next to her on the floor. I'm the kind of person who…. goes above and beyond (and what other people might consider over the top) for the dog I love.
When I see a commercial featuring a person who goes above and beyond for her dog, I see myself in that person. The mental association is – women like me who are good to their dogs use this product, thus, I can picture myself using this product.
I'm the kind of person who…does the right thing.
Liberty Mutual got a huge response from the original commercial in their "do the right thing" campaign.
People watch this commercial and think:
- "I'm the kind of person who puts litter into the trash."
- "I'm the kind of person who chases after someone to return their dropped item."
- "I'm the kind of person who helps a nice old gentlemen when he needs a little assistance."
- "I'm the kind of person who helps make a kid's day."
- "I'm the kind of person who does the right thing."
This commercial connected with so many people at such an intense level it turned into the brand rallying cry for the company.
I'm the kind of man who…..is still in love with his wife.
Jeff Sexton has another brilliant post: Emotioneering Your Messaging: Four Steps For Inspiring Action. He talks about this same theme of tapping into how people see themselves.
"Emotional ads work their magic by reconciling your claims to the audience’s self-image and world-view, evaporating emotional uncertainty in the process and leaving your audience ready to act."
Jeff provides several examples including a radio ad by Roy Williams:
“Ladies, many of you will be fortunate enough this Christmas to find a small, but beautifully wrapped package under your tree bearing a simple gold seal that says ‘Heisenberg’s.’ Now you and I both know there’s jewelry in the box. But the man who put it there for you is trying desperately to tell you that you are more precious than diamonds, more valuable than gold, and very, very special. You see, he could have gone to a department store and bought department store jewelry, or picked up something at the mall like all the other husbands. But the men who come to Heisenberg’s aren’t trying to get off cheap or easy. Men who come to Heisenberg’s believe their wives deserve the best. And whether they spend 99 dollars or 99 hundred, the message is the same: Men who come to Heisenberg’s are still very much in love… We just thought you should know.”
I'm the kind of woman who…..uses credit card points for her own selfish whims.
I had to watch this commercial a few times before I got it. Chase Sapphire is promoting their new credit card with reward points. In the spot, the wife wants to talk to her husband about using their reward points. He's dreaming of a romantic vacation together, but it turns out she's already used the points to buy a dress.
I'm not including the video here because the comments are so crass I don't want them anywhere near me or my blog. Let's just say, most of the commenters would not be pleased if their wife snuck off and used the points to buy a dress without talking to them about it first. So it appears not only does this spot miss the mark with women, it's missing the mark with men as well.
I'm the kind of person who….doesn't take themselves too seriously.
Compare that to this commercial. In this Visa debit card commercial, who can relate to just letting loose and being yourself – no matter how stupid you look? (I sure can)
How to apply this to your own advertising.
Apply the "I'm the kind of person…." test to your own customers. If you don't know the answer, ask them! Include it in your surveys and focus groups. (Fill in the answer to the following statement: "I'm the kind of person who……) Look at the answers. Does your brand share any of those traits?
And talk about commercial ideas – the answers to this question are creative gold.
Remember, women feel like they don't see themselves in your ads. Use this technique to gain insight and create commercial messages that tap into her powerful self-perceptions.