Is advertising becoming just a punchline?
JDate, the Jewish dating service, has a new ad campaign running and they launched it with billboards in Tme Square.
The headline reads "Find Mr. Right to Left" as the company shifts its messaging away from "someone else's romantic success stories" to more of a "me right now" vibe that's aimed at millennials.
The next two ads in the series will feature headlines like "Because Dating Shouldn't Be as Hard As Parting the Red Sea" and "Matzah Ball Recipes Don’t Survive on Their Own."
What most people will find interesting about this campaign is that JDate didn't hire an agency to create this campaign -- they crowdsourced the lines. At this point in time, I find the crowdsourcing angle to be old news -- seems like half the SuperBowl ads were crowdsourced over the past couple years.
Here's what has my attention and concern. Good, effective advertising used to be well crafted from a strategy that made sense in every medium and to each of your key target audiences. But as our attention spans shorten and companies like JDate take short cuts to creating their campaigns -- everything is reduced to a funny bit or clever punchline.
In some ways, that works for the bigger consumer products. We don't really have to be told how they work or why they're useful -- we know what beer does ("Bud" "Weiser" frogs). We get what a Wendy's hamburger is for (Where's the beef?"). And no one has to think too hard to figure out why someone would go on JDate's website.
But for most businesses -- that method does not work. You're not a household name and what you sell isn't as obvious as beer, burgers or insurance. Your marketing needs to be built around a strategically sound plan that moves a prospect through the necessary steps of the know • like • trust = sales model that we've talked about before.
You can't rely on a funny line or sight gag to actually get someone to want to learn more or to wonder if they need what you sell.
Don't get fooled by all these punchline ads all around you. You're going to actually have to do the hard work of understanding your customers and why they would be interested in what you have to say.