This blog is my space to share how I feel about current advertising strategies directed at Millennials – the demographic I belong to.
Advertising is not a new thing.
Consider that early adverts include papyrus prints from ancient Egypt and we’re talking fourth millennium BCE early. There are religions out there with shorter lifespans.
We’ve come a long way since then. Advertising has exploded and is now deeply entrenched in popular culture. Most of us live in cities where we can’t leave the house without coming across some form of it. We can’t use the Internet without seeing it. Sometimes, you can’t even get onto a WiFi network before watching an ad.
So, has advertising’s gotten better?
It’s no longer limited to papyrus. In fact, it’s practically limitless. You can ask a man to fall to Earth from space in the name of selling a beverage. It’s an art, not a science – so mistakes are still being made.
Lately, though, I’ve noticed a surge in articles focusing on how advertising is failing to reach the Millennial market in particular. This made my own Millennial ears perk up. I can attest to the fact that yes, advertising does have to work hard to get my attention.
But, we’re not completely immune. You just have to be sure you’ve got a great strategy in place first.
When I say strategy, I’m referring specifically to the strategic plan.
It’s also referred to as the creative brief. This is the key component in every advertising campaign. Ads don’t get made without one. It’s the blueprint the creative team uses to come up with ideas. It tells them how they should be speaking to their audience. In this crowded marketplace, more than ever smart strategy is what makes an ad succeed.
In this blog, I’ll be focusing on the ads and strategies directed at me – a Millennial. I’m not the voice of all people born between 1981 and 1997. These opinions are mine and mine alone. I do, however, enjoy putting myself in the shoes of strategists. I like asking questions and figuring out why we’re doing something before actually doing something.
Generally, I’m a very positive person. I love connecting to a campaign and going, “Wow, they did it right. They got me.” So I’ll be writing about successful campaigns.
But sometimes I wonder if any questions were asked. Because not every campaign is successful. So I’ll be writing about some misses as well.
If you’re reading this, you likely have an interest in advertising too. I’d love to hear from. Let me know if you felt the same way I did, or if not why not; share campaigns that have also grabbed your attention… if it’s related to advertising strategy, I want to hear it!