The Musings Of An Opinionated Sod [Help Me Grow!]


Where Pregnant Women Roam …
March 7, 2012, 6:15 am
Filed under: Comment

So I was flicking through some magazine recently when I came across [not the best choice of phrase] this …

As I was sat in the Doctor’s reception, I first thought it was an ad for water births, but on closer inspection – and accepting my French goes as far as asking where the tourist information is and how much is a kilo of pineapples – I worked out it’s simply an ad for a holiday destination.

At first I thought it was mad.

Then I realised it was genius.

You see so many tourist ads try and appeal to everyone.

They fill their full page ads and 30 second TV spots with snapshots/vignettes of as many varied activities as is physically possible to do … and all it ends up doing is looking like every other holiday ad that’s running at the time.

That’s why I loved the Tourism NZ campaign [“Pure”] because they talked about a single emotional benefit rather than a bunch of varied activities … even though they seem to have now succumbed to the ‘pile it high’ approach favoured by so many tourism destinations.

It’s also why I was so proud of the work we did for Taj, because we not only targeted a specific group of people [rather than everyone] we created the reason for them to actually come and it went way beyond just making some ads.

And it’s why I like the island of pregnant ad.

It focuses on a particular segment of society.

A segment of society who are very aware of their need to stay rested and relaxed … but even smarter, a segment of society who have husbands and families who – in the main – will do absolutely anything their wife needs/wants/asks [at least during the pregnancy] so they can feel they’re doing everything they can, to encourage a healthy, happy birth.

Evil genius.

While I appreciate all brands want to gain as many customers as possible in the cheapest way as possible, this ‘one-size-fits-all’ ad approach is getting less and less effective, simply because they’re becoming more and more common.

Of course that doesn’t mean they all fail, but I find it interesting that many companies prefer putting all their eggs in one basket over maybe doing multiple ads, with each one focusing on a specific audience segment.

Sure that could add to the cost.

Sure, that could add to clutter.

Sure, that could add to confusion.

Sure, that could lead to a less-than-good brand experience.

But it doesn’t have to be that way … especially if the media you use is as targeted as the strategy.

And besides, ‘effectiveness’ isn’t about how much it costs up-front, it’s how much you get back from it.

Look, maybe what I’m saying is all complete and utter bollocks, but I still believe the difference between good advertising and wallpaper advertising is doing/saying something that is meaningful to someone … and at the end of the day, if you’re making communication that wants to attract and appeal to young, old, boys, girls, single men, single women, married couples and families, it’s highly unlikely you’re going to find – or say – something that is powerfully motivating and attractive to each and everyone.

Then, of course, there’s the fact that there’s nothing more likely to put people off going to a particular destination than the belief they’ll be spending their 2 precious weeks of holiday at a destination that is basically filled with all the people they come into contact with at home, just in a sunnier environment.

Unless that actually is what you’re looking for.

No judgements, just saying. Ahem.

At the end of the day, it’s worth remembering a target audience means having a target.

Sure, a rifle and a shotgun can both hit it … but one can do it from distance with stunning accuracy while the other only works if you’re standing up close and even then, leaves it in a tattered mess that’s no use for next time.


53 Comments so far
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An ad of evil genius – Piscines Diffazur will encourage the prospective parents to visit the resort of their choice while their front garden is dug up for future, chlorine fueled activities.

Comment by Chris

i like you chris. youre fucked in the head but i like you.

Comment by andy@cynic

you think i cant tell what youre soon campbell? youre more transparent than a fucking traveling salesman in a bar at midnight with a load of cheap hookers scattered around the fucking place.

Comment by andy@cynic

Yep. And I don’t care.

Comment by Rob

i know, because even a hooker would fucking walk past you. well, until you offer her cash to talk to her. and youre the only sad fucker who actually uses talk as a euphemism for fucking talking.

Comment by andy@cynic

“Effectiveness isn’t about how much it costs up-front, it’s how much you get back from it.” Amazing how many people forget this.

Comment by Pete

you mean media and brand fucking managers.

Comment by andy@cynic

Only you can make a post about destination marketing cover topics about pregnancy, targeting, effectiveness, guns and the value of multiple executions. And you somehow manage to make them all flow seamlessly together. It’s one of the most impressive and dangerous skills I’ve ever seen. All great points for planners and marketers alike.

Comment by Pete

pregnant, emotional and irrational women and guns go together fucking more easily than youd think pete.

Comment by andy@cynic

I’m too scared to ask for any more information.

Comment by Pete

wimp.

Comment by andy@cynic

but youre right campbells skill in the segue is fucking frightening. how he hasnt been snapped up by some cheap ass cable channel is beyond fucking me. he could go from announcing a show on suicide to a baby fucking shower in the blink of a bad fucking eye.

Comment by andy@cynic

you might be talking a modicum of fucking sense in this post, im not sure, i havent read it all, but the bits i have make you sound a holiday fucking snob. this from a bloke from nottingham. the fucking nerve of it.

Comment by andy@cynic

If you want to call it snobbery that I think Skegness is better than Cleethorpes, that’s your problem, I just call it fact.

Comment by Rob

stop quoting your viz poster you sad twat.

Comment by andy@cynic

women go on about wanting fucking equality but when theyre “with child” they fucking love the inequality shit as much as “women and children first.”

get this. do that. buy this. demand that.

doesnt matter if its 3am, they all think their word has become law and men are their fucking on demand slaves.

just saying. but saying very fucking quietly.

and george, if your wife reads this i will hold you personally fucking responsible.

Comment by andy@cynic

It’s such a fine line between truth and stupidity isn’t it Andrew. My wife is her own person and I will not be held responsible for the violence she will subject you to for your entirely inappropriate comment regarding gender equality. See Andrew? That is how you play the game.

Comment by George

fuck me, a planner i can learn from. whod of fucking thought. you might act like youre florence fucking nightingale but you scheme like youre a republican party member.

Comment by andy@cynic

Welcome to my world

Comment by northern

And Andy’s … though he’s still in denial.

Comment by Rob

Forest lost. At home. To the 2nd from bottom side.

Comment by DH

Oh dear.

Comment by George

fucking excellent.

Comment by andy@cynic

Well they can’t be expected to beat a team that’s above them in the league.

Comment by John

I know Dave. I know. I’m gutted … especially after we’d been doing [finally] so well as of late. But yet again, at the point where something genuinely good for the club could happen, we decide to bugger it up and put ourselves back in peril. Not that I’m taking it personally. Oh no.

Comment by Rob

I agree with Pete, this post crams in more points than your average FMCG TV commercial.
The difference being what you have written is valuable and important but it a shame that even now, with all the information and data we have to hand, many agencies and clients have a very rudimentary understanding of what people want and what drives communication effectiveness.
What you have written is excellent Robert, but I’m sure you’ll agree it’s common sense, though that appears to not be so common these days.
Enjoyable read with great points and observations.

Comment by George

so lets get this straight, what campbells written is nothing special, just basic shit. im amazed he managed to do that, but its better than saying hes written something special so i agree with what youre saying auntie. now promise you wont tell your missus about my comment above.

Comment by andy@cynic

but if you think you can blackmail me, ill remind mary about the fucking inappropriate cake you had made for me. the one that you destroyed your kids hopes and dreams with. the one that got you living in a shed for 6 months. see auntie, 2 can play that fucking game.

Comment by andy@cynic

I agree George, it’s common sense – nothing special – though now Mr Dodds has pointed out its got nothing to do with tourism whatsoever, it’s not even common sense is it.

Comment by Rob

Pedantic point no 56743

It’s an ad for a swimming pool company.

But you make some good points.

Comment by John

thats not pedantic, thats fucking sad because it means you read the froggy lingo. thats like having syphilis unless youre using it to get in emmanuelle bearts pants.

Comment by andy@cynic

1 piscine is known to everyone

2 it undermines the whole post and thus by definition cannot be sad.

Comment by John

1. I don’t know what Piscine means. [Which is obvious given the post I wrote despite it]

2. Knowing French [unless, as Andy stated, it’s for female attraction purposes] does not constitute a valid excuse to undermine my post. Especially when there’s so many other ways you could do it.

Comment by Rob

fair fucking point doddsy. except for point 1. only perverts know that fucking shit. and french bastards.

Comment by andy@cynic

I know what piscine means, are you telling me you didn’t do French at school and laugh like the immature kids you were?

Comment by northern

I told you, I didn’t get past a kilo of pineapples and ask where the tourist information was located.

To be honest, that’s all I needed.

Comment by Rob

Is it? In that case it’s shit. Well, unless they’re using the same strategy to get sales as the one I [wrongly] wrote about above. If that’s the case, then it’s evil, evil genius. And probably responsible for a rise in water births. At least in France.

Comment by Rob

cock.

Comment by andy@cynic

But it does mean that you an sell the strategy to a destination client and spend even more of your year on holiday.

Comment by John

Now that’s a comment of yours I actually like …

Comment by Rob

you fucking will wont you campbell. whats the fucking betting youre on the phone to lee now telling him to buy it for virgin fucking holidays or something.

where the fuck is lee? how come hes managed to avoid this blog for the last few weeks? he gives campbell loads of fucking freebies, the least his punishment should be is having to visit this shithole blog.

Comment by andy@cynic

I bet that was in the contract too…

Comment by Rob Mortimer

you said he made some good points. undermining him but congratulating him for the shit he said is sending out a mixed message doddsy.

fuck me, mixed messages. seems some of that marriage guidance shit from #1 got in my fucking head. need to get pissed immediately.

Comment by andy@cynic

As George pointed out – he did make some good points. Obvious ones, but good nonetheless.

Comment by John

sellout.

Comment by andy@cynic

Whatever that ad is for, showing a pregnant chick would stop me buying it.

Comment by Billy Whizz

That was probably intentional.

Comment by DH

100% definite.

Comment by Rob

Fuck this.
I want to know if Heather Lefevre is bunking with you and Jill and how long it will take her run from looped Fat Bottomed Girls and Daleks serving her Diet Coke as fast as her Nike Airs can carry her

Comment by northern

We’re trying to work that out, the issue are the dates courtesy of [i] The Olympics and [2] Family visits.

She might end up coming but without the risk of Queen songs and Daleks. I know that’s what she’s hoping for.

Comment by Rob

You know full well.

Comment by northern

6 months before that they were on the party holiday…

Agreed on the message. Hitting a wide audience is more than just mass targeting.

Comment by Rob Mortimer

It better be close by. You can’t be THAT big and get on a plane can you? (I don’t mean American “big”)

Comment by Jacob Barry ♕ (@aidenjbarry)




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