Lessons from the “Target: Women” Hotseat
Satire isn’t only for Jon Stewart and politics (though he surely reigns eternal). It is also a great mechanism for consumers or the pop-culture media to raise up the disconnections in a brand’s understanding of their markets. One (with its many sub-segments) that can be so misunderstood – and, thus, its related marketing efforts so well satirized – is the women’s market. But, don’t be afraid for your brand! Rather, realize that the easy access today to the video, audio and written words of 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, for good and bad, what gems we do find therein…
I recently spent some time watching Sarah Haskin’s Current TV Target: Women clips, and they were incredibly telling. Her storytelling work – not unlike Stewart’s – in collecting snippets from history and various forms of media to make a broader point, should be considered a major learning tool for any brand marketing to women. 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 Haskins work and monitoring other online or social network conversations, a brand can really get a feel for whether or not a particular angle will resonate or be ridiculed. Perhaps the simple wrinkle-smoothing skincream message, without the technical discussion and bizarre imagery of epidermal layers, IS enough? Read the comments on any of the Target: Women snippets and see for yourself.
And, yes. It is certainly very hard for a human being (this means you) to take on even the most constructive of criticism. But, those that learn how to take it in, evaluate and possibly make changes in their lives because of such input, can really grow into themselves. There’s a level of maturity apparent in those people and brands that are clearly comfortable with self-examination and known for taking responsibility when issues arise.
To be sure – Haskins’ work is particularly appealing for the Gen Y and younger set. However, don’t automatically discount the lessons in her sarcastic and humorous take if your target isn’t exactly that particular woman! 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, they do exist.
The discovery process may hurt a bit at first. But, where there is the space for open discussion and constructive criticism, like Target: Women, much wisdom can be gained (in work and life). If you laugh and learn along with it – the hotseat shouldn’t burn so much.
