Uncommon Content: marketing

Showing posts with label marketing. Show all posts

Tuesday, February 4, 2025

"You'll get there" VS "You're not you..."

When I have a contrarian reaction to something, it inspires me to think of what I would like to see in its place. That happened today after someone in my LinkedIn feed shared the Snickers commercial that featured Betty White getting pounded in football practice back in 2010.

Another senior actor who appears briefly at the end is Abe Vigoda, who is famous for his role as Fish on Barney Miller.* (What's really remarkable is that he looks very much the way he did in the 1970s, and he happens to be playing to type, as Fish was constantly complaining of his aches and pains that he attributed to again.). No one focused on Vigoda, though who is not named in the commercial the way White is.

In fact, this commercial opened the door to other commercials in the snack category, so the actress was quite busy with lucrative work when she was already in her late 80s. That someone can continue to work in their profession even when past the standard age of retirement is a very good thing.

What is not a very good thing is the unconscious bias against older people that colors this commercial. They are not even themselves but stand-ins for the substandard "you" in the tagline "You're not you when you're hungry."

I get that it was played for humor and that it certainly resonated with the target market for the candy bar that experienced a surge in sales after this campaign. But success is not necessarily the reward for virtue or an absence of bias, as we see from the example of the Yorkie bar.

Back around the same period as theat Snickers campaign, the British Yorkie bar that put "It's not for girls" on its label with a female figure crossed out taking the play of the O in its name. Taking this so far that samples of the chocolate bar were only distributed to men and not given to women in 2002 did land the brand in trouble, but that doesn't mean that it wasn't finding the sexist messaging worked to increase sales to men. It must have worked if the company kept it going until 2011 despite the protests and even outright bans it incurred.

So we see that sexism is used as a marketing gimmick and can increase sales, and I'd say the same applies to ageism. Things are getting slightly better as marketers realize that older people -- particularly women -- are a viable market unto themselves.

What I'd like to see is a commercial in which older people are not just featured as the "you" that you don't wish to be but as the "you" that you aspire to be. It can be used to promote a rage of products and services related to building one's future through education, investment, health, etc with the tagline "You'll get there."

*Speaking of Barney Miller, Hal Linden, who played the title role is still alive and kicking and acting at 93 (AMV)!

Wednesday, August 28, 2024

Uncommon Marketing Content

Mammoth Cave Park image https://www.facebook.com/search/top/?q=just%20another%20cave%20park

What does it take for a post to go viral? Something that impresses people for its originality and relatability. Mammoth Cave National Park pulled that off by veering off the well-worn path of describing attractions like that.

While this is more marketing-centered than what I usually post on this blog, the theme of uncommon content made me decide to place it her rather than on my WriteWayPro blog.

This post is not about knocking generative AI. As I said in An Apology to Generative AI , the hackneyed that we see in ChatGPT output originated with humans who parrot each other instead of aspiring to fresher expressions. Ask generative AI to write up a paragraph meant to encourage people to visit Mammoth Cave National Park and you get nearly interchangeable results:

From Google Gemini

Descend into the depths of history at Mammoth Cave National Park. With over 400 miles of mapped passages, this underground wonderland is the longest known cave system in the world. Explore ancient formations, marvel at the beauty of nature's hidden wonders, and experience the thrill of adventure. Whether you're a seasoned explorer or a curious novice, Mammoth Cave offers unforgettable experiences for all ages.

From ChatGPT

Discover the hidden wonders beneath the surface at Mammoth Cave National Park, where adventure and natural beauty converge in a breathtaking underground labyrinth. With the world's longest known cave system stretching over 400 miles, this UNESCO World Heritage site offers an array of guided tours showcasing stunning stalactites, stalagmites, and ancient cave formations. Beyond the caves, the park's diverse landscapes beckon with lush forests, scenic trails, and tranquil rivers perfect for hiking, kayaking, and wildlife spotting. Whether you're a thrill-seeker eager to explore deep caverns or a nature lover seeking serene outdoor experiences, Mammoth Cave National Park promises an unforgettable escape into one of America's most remarkable natural wonders.

From Claude

Discover the awe-inspiring wonders of Mammoth Cave National Park, home to the world's longest known cave system. Explore over 400 miles of surveyed passageways, from vast chambers to narrow tunnels, each telling a unique geological story. Above ground, hike through lush forests, paddle scenic rivers, and spot diverse wildlife. Whether you're an adventure seeker, nature lover, or history buff, Mammoth Cave offers unforgettable experiences for all ages. Come uncover the hidden treasures beneath Kentucky's rolling hills and create memories that will last a lifetime.

From Copilot

Discover the wonders of Mammoth Cave National Park, home to the world’s longest known cave system with over 400 miles of explored passageways. Located in the rolling hills of south-central Kentucky, this UNESCO World Heritage Site offers more than just breathtaking underground tours. Visitors can enjoy a variety of outdoor activities such as hiking, biking, horseback riding, and canoeing along the Green and Nolin Rivers. With its rich history, diverse wildlife, and stunning landscapes, Mammoth Cave National Park is a must-visit destination for nature enthusiasts and adventure seekers alike. Plan your trip today and experience the natural beauty and hidden treasures of this remarkable park

Delivering an unexpected message

The social media content manager for this particular park decided to take a completely different approach. Likely this text was informed by the common experience of visiting a place that is touted as awesome and find that it just doesn't live up to the hype. This breath-of-fresh-air honesty proved so memorable that over 100K liked it, over 9K commented, nad 30K shared the post, giving it an impressive amount of reach at no cost.

Here's the text:
Come experience what has disappointed millions of people for over 225 years!
Mammoth Cave National Park recently rated as one of the “most disappointing U.S. tourist attractions”! While we think the world’s longest cave system and over 4,000 years of human history is AMAZING, others find that the cave is “very dark” and there is “nothing cool” here to see.
If you would like to experience the disappointment of Mammoth Cave, visit our website and choose from one of our many activities that will leave you unfulfilled! You can be disappointed by a “dry hole with very few stalagmites and stalactites” or discover nothing “other than trees” on over 80+ miles of hiking, biking, horseback riding, and water trails. (Fair warning – there are bugs in the outdoors, cellular phone service is spotty, and there are stairs on some of our cave tours.)
A world of regret awaits you at Mammoth Cave!

Make your cave tour reservations and find all the information you need to plan your very own “not enjoyable” visit to Mammoth Cave National Park at: https://ow.ly/8ifx50T59Eo

JustAnotherCavePark

The park rep kept the game going in the comments, replying to most of them with exchanges like this:

Mark Thornberry

I've been disappointed in the place since I was 6. 61 years of being let down (pun fully intended). I don't know why I keep coming back. I'm mean, it just takes forever for anything to change in that hole.