A Marketing Lesson From Stephen Colbert
As marketers, we sometimes forget there are individuals behind the audience profiles, segments, demographics and other classifications we use for consumers. This can lead to marketing copy that’s out of touch and impersonal. In this day and age when brands engage with consumers through various channels, rather than hiding behind an 800 number, we need to make sure brand interactions are relatable, not robotic.
Our friends at Little Duck Organics embrace this idea and their copy reflects their audience. Here are a few lines from the back of their Tiny Fruits organic snack for kids:
Ever experience a toddler meltdown at the bank or while jamming some J. Biebs in your super sweet minivan? Mom. Dad. Aunt Becky. We’ve got your back. Not only are Tiny Fruits perfect for mealtime and snacktime, but they’re also awesome for thwarting any impending disaster with a sometimes temperamental toddler.
Little Duck created a brand voice that’s fun, hip and down to earth, rather than corporate.
Recently the Stephen Colbert exposed the absurdity we sometimes find in marketing copy that doesn’t speak to real people.
Colbert explained to his audience that from time to time he’s presented with a ‘sponsortunity’ for the Colbert Report. Essentially he was talking about sponsored segments, sometimes referred to as branded content.
Take a few minutes to watch the video, you won’t be sorry.
I think the lesson here is fairly obvious. And while this doesn’t apply to every brand, it’s important for us to remember that marketing copy has to keep it real.
What’s your favorite example of a brand embracing a unique tone and style in their marketing copy?
Brady Sadler is the VP of Business Development & Marketing at GY&K. Connect with him on Twitter @BradySadler