Sometime last year I was listening to Pandora on my phone at the gym when my music was interrupted by an advertisement. At first, I felt annoyed, until I found myself giggling at what I was hearing.
A few days later when listening to the ad for a second time, I immediately grabbed my phone to watch the video that accompanied the clever audio. This time, I actually laughed out loud, topping my previous reaction.
Not only was the spot witty for Valley Ride, it was also extremely relatable. I’ve spent more than enough money on my own vehicle toward gas, car insurance, car washes, parking, and maintenance. I’ve had to leave work on multiple occasions to take my car to the shop, which is not an ideal way to spend my time. Reflecting on my own struggles as a vehicle owner, I recognized how this piece of marketing was strategically placed, speaking directly to me.
Which leads to my next point: the importance of connecting with a target audience.
Every piece of marketing should consider the following three objectives:
Is it relevant to the audience?
One size doesn’t always fit all. Not only is it important to connect with your audience, but it’s also crucial to find the right audience in the first place. What a waste of time and money to advertise a message to someone that had no interest in or reason to associate with that brand.
I fell perfectly into the targeted demographic for the Valley Ride video. I work in downtown Boise and live conveniently near a bus stop. I am single, with no children to drive to daycare or school throughout the day. I own an automobile that I was struggling to park in downtown on a daily basis. Relevant? You betcha!
Does it provide a solution?
There is no need to force a brand or product onto a consumer. The Valley Ride video demonstrated a solution to my own commute challenges in a fun, memorable way. Not only was this a reminder that driving a personal vehicle is not the only option for getting around town, but also that other commuting options might even be easier and more convenient for people, opposed to owning and driving a car.
Does it evoke emotion?
What better way to grab an audience than with emotion? I connected immediately with the emotion evoked in the Valley Ride video: Frustration. I felt it, too, along with a little light-hearted laughter and relief that other options did in fact exist.
These three objectives were addressed in the Valley Ride video. Personally, I connected with the message and decided to take action. Now, not only is riding the bus my primary method of commuting for work, but I also started working for the agency who created the Valley Ride video. I just figured it was time to move on.