What Maroon 5 reminded me about marketing
Recently, I was watching videos on VH1 with my 13 year old. (Yes, VH1 does still actually show music videos sometimes.) While we were watching, the video for the Maroon 5 song, Moves Like Jagger came on. After watching it for a few moments, my daughter said, “This is a really stupid video.” Meanwhile, I was watching it thinking it was a really clever video.
In the video, there are shots of Adam Levine dancing like Mick Jagger interspersed with other people dancing like Mick and actual footage of Mick Jagger performing on stage. At the end, when Christina Aguilera sings, she’s dressed to look like Jerry Hall, Mick’s long-time girlfriend.
After I explained the video to her and pointed out the real footage of Mick Jagger, she suddenly got it and decided that the video wasn’t so stupid after all.
The experience reminded me about the importance of perspective when crafting your messages. One of the biggest challenges every business faces when building their marketing messages and campaigns is remembering what the target audience knows, understands, and cares about. Just because something is important to you as a business owner or as an employee, doesn’t mean your customer gives a hoot about it. This is why defining a target audience is so important. The more closely you can define your target, the easier it will be for you to choose words and images that will resonate with that group of people.That way, you might not be trying to appeal to a teenager using images that only make sense to her forty-something year old mom.
Check out the video here:
Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve