MarketingProfs

Though Jon Stewart reigns eternal as the satire king on the political front, there may be a young woman who takes the crown on the marketing front: Sarah Haskins of Current TV. When I recently came across her work, thanks to MP’s own Ann Handley, I discerned a teaching tool within her Target: Women segments, in particular.

Haskins’ satirical observations on ads targeted to women raises up that which any marketer should think about in developing their next female-focused campaign: does the perspective, tone and delivery of the message really resonate, or are we making it up?
Target: Women is all about exposing the disconnections in a brand or industry’s understanding of their market. With the help of contemporary culture, known trends, and clever editing and copy writing, Haskins presents a wholly engaging view on how a particular marketing effort may not really hit that proverbial target.
Now, we all recognize that the women’s market – and its many sub-segments – is one that can easily be misunderstood. And, that’s what makes it all the more ripe for satire when a brand missteps. Still, I say, don’t be afraid! Rather, realize that the easy access today to the video, audio and written words of things like Target: Women as well as YouTube, Twitter and Facebook is actually a huge, modern technological gift. How else could we so quickly tap into the consciousness of the consuming masses and see where the disconnects lie?
Interestingly, storytelling, that which is often mentioned as a great tool for reaching women, is what makes Target: Women so compelling. Haskins’ creative process – not unlike Stewart’s – in collecting snippets from history and various forms of media to make a broader point, develops into lessons from which many a brand could learn. So, if you can take the heat, step into her kitchen and observe:
* “science-y” terms may not be helpful for selling skincare.
* “women who murder” may not be the most relevant theme for a women’s cable channel.
* most women don’t find eating yogurt the answer to all life’s problems.
By reviewing Target: Women clips and monitoring online social network conversations, a brand can really get a feel for whether or not a particular angle might resonate or be ridiculed by their core customer. Perhaps the simple wrinkle-smoothing skin cream message, without the technical discussion and bizarre imagery of epidermal layers, IS enough to reach women? Read the comments along with any of the Haskins’ snippets and see for yourself. Women are not shy to chime in if a campaign irks them.
Of course, it can be very challenging for a human being (this means you) to take on even the most constructive of criticism. But, as many of us learned in school, those that can do so – and more comfortably evaluate and possibly make changes in their lives because of such input – are more likely to really grow into themselves (or their brand messages). Just as with constructive criticism, so too should brands not take Haskins’ sort of satire “personally,” but instead maintain objectivity and scope out the real nuggets of brand-guiding wisdom.
To be sure, Target: Women is particularly appealing for the Gen Y and younger set, but don’t discount her lessons if your market isn’t exactly that age range. However you do your research and whichever segment of the women’s market you seek, the idea is to look for the elements of your messages or delivery that scream for satirization, and resolve any issues before you start work on your next campaign.
The discovery process may hurt a bit at first. But, where there is the space for open discussion and constructive criticism, however satirical, much wisdom can be gained (in work and life). If you laugh and learn along with it – the hotseat shouldn’t burn so much.