Well….I wanted to write about how well the Super Bowl ads did in connecting with women consumers. Unfortunately, I didn't see any ads that were targeting women. Really. Even Dove was promoting skin care products to men. Ok, there was one commercial for a chick flick called The Back-up Plan, but it was so horrible I have erased it from my memory.
I thought it was a little odd that the advertisers completely ignored half the audience.
Yes, women influence 80% of all spending, control 51 percent of the wealth in this country, and one in four women out earns her husband. But, for whatever reason, advertisers and their agencies seemed to feel this wasn't an audience they wanted to reach out to.
They DID, however, reach out to another consumer group – Beavers. Ok, they're really a rodent group, not a consumer group, but still. Several of the ads featured beavers - beavers looking for jobs, beavers buying cars, beavers using technology products.
Perhaps there's some research out there I missed. Here I've been focusing all my efforts on women. Maybe advertisers know something I don't know.
I'm not aware of the average household income of beavers or their consumer buying habits. Perhaps with the focus on building things like dams, they are the recipient of stimulus money. Perhaps, seeing themselves in more ads, they are becoming more aspirational consumers. I bet the housing downturn hasn't hit them as hard, enterprising little builders that they are they probably didn't overspend on those granite counter tops and 6 bedroom homes.
And they are awfully industrious:
"Beavers are the world's largest rodents. They are famously busy, and they turn their talents to reengineering the landscape as few other animals can."
Here are a few things I've learned about beavers:
- Beavers have transparent eye lids that protect their eyes while allowing them to see under water. I'm seeing some great underwater advertising possibilities.
- Beavers have an acute sense of smell that compensates for their weak vision and hearing. Be sure to use large font in your ads.
- A beaver chooses a mate for life. Only if a beaver’s mate dies, will a beaver search for a new mate. Bad news for the online dating sites.
I think there's a trend here. I even noticed squirrels getting in on the act.
Take it from companies and agencies advertising on the Super Bowl. Forget the spending power of women. Beavers, squirrels and other large rodents are the new sought-after demographic.