Tailor To The Individual (Not The Demographic)
Key Insights From FutureM Boston
In advertising, particularly at a small agency, we tend to think of consumers as a demographic. Males, ages 18–34. Females, ages 65–80. Young moms. Millennials. But according to the speakers at FutureM, that’s the wrong way of doing it.
As humans, we don’t like being thought of as part of a demographic. We want to be thought of as individuals. And when a brand treats us as such, we trust and respect them more.
During his Keynote at FutureM two weeks ago, Ram Krishnan, CMP & SVP of Fritolay, said marketers must create personalized experience for consumers, as understood through 6 main layers of data: search, location, purchase, social, interest and content.
We must understand our audience to give them the content they want.
Krishnan spoke about the Cheetos Project TP campaign, where they tracked social media conversations from previous Halloweens to gather information on what people were interested in, and tailor their campaign to something that would actually work. He also talked about how Doritos took on the trend of emojis by creating ads Facebook, using emojis tailored to individuals’ interests. And you know what? People responded to it.
In her workshop “Everything You’re Doing Wrong With Your Pitch & How To Fix It,” Tamsen Webster of TedX emphasized the same. Webster explained the necessary concept of sender orientation; when pitching or presenting, she said, we should think about what makes sense not to us, but to our individual investors/ clients. Everything from formatting, to order, to highlighted features should attract the individual it reaches.
According to Nondini Naqui in her panel, “Beyond Posters & Toasters,” that’s how Society of Grownups gained so much success. When MassMutual went out to research how to sell more life insurance, they found out younger people weren’t even looking for life insurance — they needed help with too much else. Society of Grownups is tailored to the individual by helping them accomplish what they want to accomplish, and it’s working because of that (and because of their awesome branding).
And the GenZ-ers, during their panel, confirmed it all. They talked about how they want to be treated as human by brands, and how they only want content that applies to them. Everything else, one said, was just clutter. “We don’t want to be classified…put in boxes,” another said. “We aren’t all the same.”
So maybe now with mobile being the main medium and targeting becoming easier each year, we can start moving toward the idea of individual advertising. Will it change the way marketers and advertisers have to do things? Probably. But change for the better has to start somewhere. And as Brian David Johnson, Futurist at Intel said, “Crazy ideas are only crazy until someone figures out their genius.”
Written by Lauren Beader