Who's your marketing really about?

  • Nov 10, 2017
  • IN Branding
  • BY: Steve Gallagher

It's getting easier and easier to spot relevant marketing these days. Not because there's more of it, but that it sticks out by its rarity.

The best work makes it very clear that the marketer has decided to shift the focus from what they're about to what their audience is about.

Skittles is candy. Candy has precious little feature benefit, yet those clever people at Mars manage to sell the hell out of those little gems. They don't talk about flavour, size, convenience, hunger management, no product benefits whatsoever. But the brand has everything its audience desires: randomness, irony, humour and a touch of sketchy.

That's Relevance. Realizing that consumers buy when the product or service is about them. Not you.

The tragedy here is that some would say well, we can't all be Skittles and do funny ads... and totally miss the point. The Skittles example simply serves to illustrate the potential when a brand works to be relevant to its audience. And it's been working for them for years.

Being relevant to an audience might take a bit more effort but it doesn't need to break the bank. And the ego might need to be broken a bit. Remembering that to sell an idea, a product or a service requires that we make our work about them, the audience, not us.

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