Our Blog: where do you stand?

Tammy says:

Wed, May 06, 2009 at 1:29:pm

This so reminds me of Marshall McLuhan’s phrase, “The medium is the message” from his 1964 book “Understanding Media: the Extensions of Man.”  I first learned of McLuhan in College Comp in high school from my (I thought) nutty Ph.D. teacher. Turns out she and Marshall were both right - the medium influences the message received. Given that advertising is paid, I wonder if using real people versus actors will overcome the stigma of advertising being uni-directional, paid messaging.

Beth says:

Thu, May 07, 2009 at 1:22:pm

Well, Microsoft has certainly had success in softening their image of being “the man” and being too corporate by using real people in their PC laptop shopper commercials.

I wonder if those real people received any compensation (besides a free computer if they found one for under $1,000). I hope Microsoft’s spokespeople are ready to answer that question if asked!

Stacey says:

Tue, May 12, 2009 at 12:22:pm

I think consumers are savvy enough to notice when everyone jumps on the same marketing band wagon, quickly making a concept cliche, such as the real people. I think what is striking the biggest chord with consumers is not the real people, but the consumer authenticity. As technology has advanced, the consumer has been driven further and further away from a personal connection with a brand or company…. think of trying to call or email or mail a company. It’s a nightmare.

The success of the aforementioned ads is more about the strategy of the message and the long-term goals that these campaigns are trying to achieve is that they get the message and strategy right. Using the consumer craving for authenticity and framing it appropriately for the brand or company does not necessarily need real people. I certainly don’t think Microsoft is really giving a “real person” actor a computer for under $1,000, but the commercial makes its point loud and clear. Message. Strategy.

Beth says:

Tue, May 12, 2009 at 5:07:pm

Thanks for your comment Stacey!

True - there are many ways to build authenticity/connections with your customers, but the method/message must fit with the company’s brand personality. (By the way, it would drive me nuts if all commercials went to the real people/hand-held camera look.)

I’ve seen lack of authenticity in a variety of marketing materials that seem to cling to the old ways of using “corporate speak.” You’d think that the staid board of directors letter at the beginning of annual reports would be completely extinct by now. Yet, I see them everywhere.

Companies are still missing opportunities to create meaningful connections with their target audiences. To fix this, they need to give themselves permission to be more real and less guarded.