Adland, It’s Time To Put Those Tired Assumptions (Clichés?) To The Test
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. 
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:
- “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.
- “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.
- “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.
Latest News
“Bots Are Programmed To Sell, Not Care!” AI & Algorithms Roasted In Creepy Robot Ad For US Travel Brand
Arguably no one’s copped it harder than the travel business since the arrival of the Wuhan bat flu. But with vaccines now rolling out, the hope is we’ll all soon be taking to the air (or boat, car or ferry) anytime soon for our next vacation. Enter a new campaign for US travel brand Internova […]
Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Mega Sports Blunder Wrap! Testicles, Streakers, IKEA’s Ronaldo Stunt & What’s Under A Scotsman’s Kilt
B&T's condensed a week of sports disasters into this handy read. Stranger still, it's sans any NRL players whatsoever.
HEADS UP: Entries For B&T’s Best Of The Best Awards Close This Week!
B&T’s Best Of The Best Awards close this Friday! So don't prove yourself the fool of the fools by missing out.
Fiftyfive5 Expands Local And Global Talent With 45 New Hires
Insight-led consulting business Fiftyfive5 reports continued growth with 45 new hires between June 2020 and June 2021 across all geographies and levels, bringing the agency headcount to 147.
Ben Roberts-Smith’s Defamation Trial Put On Hold While He Awaited COVID-19 Results
Yes, the Ben Roberts-Smith defamation case sent to run for weeks amid reports Ben's already run out of ties.
Samsung CMO Josh Grace Among Several To Exit Tech Giant’s Corporate Marketing Team
Samsung CMO Josh Grace announces departure. Can now reveal he was secretly watching Apple TV the entire time.
Everything You Need To Know About The New DDO Laws & How They Will Affect Your Marketing Campaigns
Here's all you need to know about the new DDO laws. That's design & distribution obligations, not Doris Day's obituary.
Shopper Media Expands ISPT Partnership To 20 More Shopping Centres Nationwide
Shopper Media, Australia’s fastest-growing retail out-of-home media company, today announced its expanded partnership with ISPT that will see it install 230 screens across a portfolio of 20 shopping centres nationwide.
Red Bull Launches An Office Games Tournament In Australia To Give Wings To Workers
Red Bull gives you wings. Although too much of it can also give you caffeine toxicity, anxiety and heart palpitations.
Witchery Partners With GlamCorner To Boost Subscription Shopping
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
MASH Appoints Damien Miller As First General Manager, Wins Work With Experience Co And Minor Hotel Group
Following significant new business growth, MASH has appointed former VICE head of client services Damien Miller as its first general manager. It has also announced two new major client wins.
“We Can Learn From One Another”: How Supporting Refugees Makes Australia’s Business Culture Better
To celebrate World Refugee Day today, B&T's bringing you this. Still, don't expect the same on World Gouda Day.
Akcelo And Miami Ad School Launch Brand Experience Boot Camp
Miami Ad School unveils new industry bootcamp that thankfully doesn't require carrying logs or any burpees whatsoever.
Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Global Study Reveals That Brands Turned To APAC During COVID-19, With Kayo Sports In Top 10 Most Loved Global Brands
Kayo ranks in the top 10 most loved global brands. Given the circumstances, no sign of Sorbent, Pfizer or Gordon's Gin.
“Until We Are Comfortable We Can Meet Demand”: Supply Concerns Behind Vaccine Ad Delay
Surely if Tim Tams made an AstraZeneca double-coated chocolate version, we'd be rid of this damn plague by week's end?
triple j’s Unearthed High Returns For 2021
B&T certainly encourages high school musical acts. We'd just hate to live next door to them, that's all.
Monday TV Wrap: MasterChef Beats Ninja Warrior While HYBPA? Tops Entertainment
If anything, recent TV numbers are proving highly unpredictable. Unlike the jokes on the recent 'Friends' reunion.
Ultra Commerce Acquires Vesta eCommerce
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Top Creatives Launch #OnlyOneInTheRoom Collective To Tackle Diversity In Adland
Here's a top initiative to drive more diversity in adland that doesn't require knowing Don Bradman's batting average.
Saatchi & Saatchi Melbourne And VMLY&R Melbourne Head Aussie Gold Winners In Day One Of Cannes Lions
Aussie agencies off to a solid start on Day One of Cannes. Not that there's been a rush on rosé down at Liquorland.
Radio Host Jackie O Becomes Weight Watchers Ambassador
Jackie O named Weight Watchers' newest ambassador. Yet, B&T reckons Kyle would've made a far more entertaining choice.
MFA Updates Transparency Framework For Advertisers & Agencies
The MFA updates its transparency framework that sadly doesn't come on a spill-resistant laminated card with wax seal.
Matt Cooney Joins Saatchi & Saatchi As National Chief Growth & Marketing Officer
Matt Cooney joins Saatchi & Saatchi. Has been awarded no special dispensation regarding the office footy tipping comp.
Inclusive Marketing: Microsoft’s Five Mindset Shifts Every Brand Can Make
Microsoft's five mindset shifts any brand can do revealed here. You could also chuck in more fishy omega-3s for a sixth.
New Council For In-House Agencies Launches In Australia
Nothing stirs industry debate like the merits of the in-house agency. That and the suitability of thongs in the office.
Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]
