Adland, It’s Time To Put Those Tired Assumptions (Clichés?) To The Test

Adland, It’s Time To Put Those Tired Assumptions (Clichés?) To The Test
SHARE
THIS



In this guest post, Pureprofile’s managing director, Kelvin Kirk (pictured below), argues adland is too often governed by assumptions that, when put under the microscope, don’t hold water…

A well-known FMCG brand recently made some assumptions about the target audience for a gluten-free product range and were on path to invest heavily in marketing to the trendy Millennial Mums category.  It seemed like the right plan; this consumer group fits the stereotype of being more tuned into food trends and fussier about their family’s diets. Kelvin Kirk

After soft launching with potential customers they discovered, whilst this target market was interested in their product range, other customer segments were more engaged with the product. These included dads, single parents and those of Asian ethnicity – none of which fitted the original marketing stereotype or the relevant imagery of the digital creative.  What a missed opportunity for that brand had they not tested their assumptions.
It’s human nature to assume most other people think and feel in ways that we can relate to.  It’s also natural to imagine the consensus view presented to us in product campaigns on packaging, billboards or TV screens must be founded in truth.

Of course, neither assumption is correct – as was highlighted in the recent AdNation report, which identified significant projection bias within our local advertising and media industries.  The polarising political outcomes of the US election and Brexit in the UK also underscore this reality rather painfully.

Poorly researched assumptions are common in Ad Land creative – here’s a few examples:

 

  1. “We all aspire to be hipsters.”I’ve lost count of how many creative campaigns feature twenty something consumers – whether it’s cars, appliances or travel – it seems the target market for almost every consumer category is a young male or female hipster.  Even a glance at some of the latest researcharound car ownership will tell us that 20-somethings have a lower rate of car ownership than previous generations, with the cashed-up trendy 20-somethings more often inclined to take an Uber than own a car.
  1. “Your postcode determines your values and interests.” Postcodes are a traditional segmentation tool for campaigns, but are often poor determinants of interests, habits or spend.  The spectrum of income levels and propensity to spend can be extreme even in wealthy suburbs – for example Bondi’s ‘Eastern Suburbs’ is a broad mix of $5 million houses, lower value flats, and everything in between. To truly engage with target consumers, we need to stop looking through the lens of suburban stereotypes and rethink individual values of those consumers.
  1. “Millennials are impulse spenders.”  We’ve all heard the stereotype of the fickle, naive millennial spender who will readily part with their cash if the right random opportunity (such as smashed avocado on toast) presents itself.  In fact, research and experience tells us that the majority of millennials are thoughtful, budget conscious consumers who spend hours researching before they make a purchase.  In this light, appealing to ‘impulse spending’ within this age demographic may be a flawed assumption which limits our impact.

Digital platforms have made it much easier and more affordable than ever to test our assumptions on audiences. It is hard to imagine why marketers would commit significant money to campaigns without first ensuring we are engaging the right people.

Beyond that, researching with an open mind can deliver valuable insights that turn into great opportunity for brands.  For example, a surprise finding recently was that Australians of all income levels are spending more money on their pets than they spend on themselves. This defies logic in a tough economy – but armed with that information, a pet food company or pet accessory brand can adjust their marketing strategy accordingly.

Recognising that our hunches or beliefs around our favourite topics don’t translate to universal truths can be disconcerting. Making those assumptions on behalf of brands can be fatal.

 

Please login with linkedin to comment

Kelvin Kirk pureprofile

Latest News

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
m2m Drives Away With $51 Million Hyundai Media Account
  • Media

m2m Drives Away With $51 Million Hyundai Media Account

Media agency m2m has been awarded the Hyundai media planning and buying account. The agency, under Omnicom Media group, was up against incumbent Initiative and Havas, with Hyundai’s Innocean Australia handling the pitch process. Speaking to B&T, a Hyundai spokesperson said, “We’d like to thank Initiative for their sterling service over the last 10 years – […]

Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]

WPP AUNZ Launches ‘The Bond & Associates’
  • Advertising
  • Marketing
  • Media

WPP AUNZ Launches ‘The Bond & Associates’

Advertising conglomerate WPP AUNZ has launched an innovative new stakeholder and community engagement practice called The Bond & Associates. Led by newly-appointed national director and former Newgate Australia adviser Gail Morgan (pictured above), The Bond & Associates will provide a complete solution for both government and private sector clients involved in complex public projects and […]

MYOB Partners With Network Ten’s Shark Tank
  • Marketing
  • Media

MYOB Partners With Network Ten’s Shark Tank

Accounting software provider MYOB has announced it has signed as a major sponsor of Shark Tank on Network Ten, which returns to screens tonight. In its fourth season, Shark Tank continues its format of having budding business owners and entrepreneurs pitch their ideas to the ‘sharks’, who have invested $21 million of their own money […]

Aussies Back ABC Over Budget Cuts
  • Media

Aussies Back ABC Over Budget Cuts

A new poll has found a resounding 70% of Aussies oppose cuts to the ABC despite only 7% actually bothering to watch.

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC
  • Advertising
  • Campaigns

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC

Leading comparison service comparethemarket.com.au has launched its latest TVC nationwide to announce its dream Safari holiday competition. The TVC – ‘Safari’ – which sees the meerkats back in their ancestral home ‘selflessly’ test-driving the amazing Safari trip that is up for grabs for one lucky winner. Narrowly avoiding an elephant trampling their picnic, an inquisitive […]

Women In Media Profile: Lauren Nicole
  • Media

Women In Media Profile: Lauren Nicole

We'd like to say B&T provides a delightful high tea for all Women In Media interviewees, but it'd be a scandalous lie.

by B&T Magazine

B&T Magazine