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What Do Consumers Really Want?

By: Dwayne W. Waite Jr.

Determining the best way to connect to our consumers can be challenging. If it is true that people enjoy stories, developing the narrative that best fits the brand we are working with is the top priority. In these times, we are trying to figure out how to tell the best story we can while navigating the online, interconnected world. Now it is not just making sure the story is relevant to the consumer, but that the story is noteworthy enough for it to be shared throughout the ranks.

How do we do it? If we were cross-trained with public relations, we know that there are gatekeepers; those who control the flow of information, and therefore are the ones who are seen as the opinion-makers and influencers of certain groups and audiences.

As advertising professionals, we must use our creative strategies to attract and retain these gatekeepers in order to be effective. Attempting to connect to every single consumer is a noble attempt, but the most efficient way of operating is touching one point that has influence on many.

People like stories (and in our world, advertisements) that have people like them and include experiences that they can relate to. Also, if we can take a cue from the terrible "reality" TV out there, people like to be entertained by the absurd. Consumers like an escape from reality at times by indulging in the drama of others. It is no surprise that trashy romance novels and trashy TV are still popular. We as storytellers have to take that into account.

Now, for my creatives and strategists, this kind of hurts, right? Because when it comes to what we call good advertising, creativity takes a piece of art and a dash of research, all bundled up in a pretty package. But we don't see that kind of beautiful advertising being picked up by the masses. I'm with you, it's a bummer.

Consumers clamor for "real beauty" and less sex in advertising, and when we give it to them, the crowd disappears. They flock to the trashy creative, because there lies the kind of story they are looking for.

It is a struggle for the AdTeam that needs to please a client, create a good story, and yet package it in a way that the team won't be embarrassed to claim as its own. It is hard to come to terms that our audiences (for the majority) do not appreciate the art in advertising that we do. To think, we can relate to the photographer that wants to create moving pictures, yet is stuck doing high school senior pictures.

Earlier this blogger wrote about the next creative revolution in advertising. If data and behavorial targeting continues to reign, what will advertising look like? If we focus on where the consumer is going to be, we can essentially place information (content) anywhere, and it will be seen, regardless of what it looks like.

Here's a call to action. Consumers are influenced by each other, especially the gatekeepers. If we can educate the gatekeepers by showing awesome, intelligent advertising, we won't have to worry about getting Snooki in a web video anytime soon.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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