Content Be-Where?
Targeting your audience. It’s a simple concept but one that is often done poorly.
This weekend I caught a reflection of the inside of fly on my Lucky Brand Jeans it reads “Lucky You”. Funny and bit risqué, but definitely memorable and a good example of content placement. The designer jeans business is driven by fashion which is driven by sex appeal and Lucky made a remarkable play with this.
Later in the day, on a weekend warrior Lowes run, I passed a homemade sign on the side of the road that read “Childcare Available”. The sign was one of those wire stakes in the ground jobbers—but this one was ultra special. It was stenciled with silver spray paint, on cardboard, at a busy intersection. This sort of advertising breaks all the rules—poor design, lack of a targeted audience and shoddy execution. The childcare business more than most industries is built on trust and I would bet the farm the company who made these signs didn’t receive a single call.
I can hear the conversation now.
“The economy is down, we need more sales and we can’t afford to do more advertising.”
“We’ll let’s stay late and make some signs.”
Three cans of spray paint later the company unknowingly branded themselves as sloppy, dangerous and uncaring—not the kind of people you want handling your children.
Is your organization thinking creatively about content or haphazardly tossing signs on the side of the road?
