Why Did It Go Wrong? When Brands Use Influencers for Social Impact and Don’t Gauge the Target Audience First.
Jim Joseph, CEO, U.S. and Global Chief Marketing and Integration Officer at Ketchum, highlights the importance of synergizing the marketing messaging with the target audience’s wants, needs, desires, emotions, and pressures.
This article originally appeared on Boston University Hospitality Review.
Jim, how would you define or identify an “innovative” marketing initiative? Can you give an example?
Innovation is in the eyes of the beholder. What is innovative to one brand may in fact be a standard practice for another. I encourage my clients to always try something new because that will be innovative for them. Even if it’s tried and true in another category, it will still be new for that brand and will be viewed as innovative. DoorDash had a very innovative Super Bowl campaign this year where the brand offered a lucky winner one of every item advertised during the Super Bowl. That’s not been done before, and although it used old-school promotional tactics, it was innovative in the moment. And it forced viewers to actually proactively engage in the Super Bowl spot rather than just casually view it. That’s innovation.
You’ve had an incredible career in top-notch organizations as a thought leader in branding and marketing. Can you share a highlight or two in your more recent role of inspiring your team for an “innovative” marketing effort for a client?
We’ve been talking a lot about AI, and many are fearful of it because it is so unknown and so variable still at this point. I find that exciting. I’ve been around enough to have seen innovation after innovation come into our industry and change the dynamics of it. That’s exciting. Websites at first were very scary. Social media was terrifying. But then they became the new standards. I think AI is the same thing … just the next new innovation that will change the dynamic for the better. We just have to get used to having it and knowing what to do with it. An example that we’ve been exploring as a Communications firm is the use of Predictive AI, where the technology can move past reporting what’s already happened and actually predict what we think will happen. And then what will happen next. Completely changes how we think about marketing a product, service or corporation.
You’ve represented varying brands and industries. Are there any sectors that are more willing to take risks or execute marketing that distinguishes itself from the noise of competition?
In general, we tend to see consumer goods as a leader in attempting a new innovation or embracing a new technology. Brands in the consumer space are often eager to try new ways to engage with their consumers. So many like to be out in the market first. P&G, for example, has been a leader in tackling social issues around race and DE&I. Starbucks was amongst the first to tackle social issues around Marriage Equality and Gun Control. Then as more of a follower, you might need pharmaceutical companies to tackle the issue through a Health Equity lens.
Have you seen examples of “innovative” attempts at marketing that have gone awry?
A classic example lately is the Bud Light influencer campaign for Pride Month last year. It was innovative to feature an influencer on the actual packaging, which could have been quite engaging. But I’m not sure the brand understood its audience enough to know if they would embrace that particular influencer the way the brand would have wanted them to. Or their audience is engaged in Pride activities. It’s a great lesson learned that no matter how innovative the idea, the brand needs to make sure it meshes with the target audience. If not, pass.
Do you have any advice for hospitality brands that advertise through mass media, like the larger chain hotels, about what they can do to “cut through the clutter” and prove “innovative?”
The best advice always is to have an understanding of the target audience, beyond the demographics. Mass media can often be broad sweeping, reaching a very broad demographic. It’s important to understand the psychographics of the target audience, especially in hospitality which is such an emotional path to purchase and experience. It’s important to understand the wants, needs, desires, emotions, and pressures of the target audience so that you can tailor the messaging (whether macro or micro) to those issues. Then you will get engagement.
Do you have any insight for aspiring marketers of consumer or lifestyle brands to use new tools or take risks in some way to be considered “innovative?”
I would encourage everyone to embrace new technologies and give them a try. You don’t have to be the first, but be a fast follower. Experiment. Beta-test. Go for a test drive. It’ll spark your imagination and creativity, and who knows where that will lead you! As I said earlier, experience with AI for example. Go onto some sites and play with the technology. See how it can enhance your research, your writing or your creativity. Don’t run away from it because you think it’ll replace your skills. It will enhance them!
Categories: Features