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Custom is Clutch
By: Dwayne W. Waite Jr.
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When devising a marketing or advertising campaign for multiple locations or outlets, it is tempting to submit to the magic bullet theory.

It makes things easy. It makes the campaign simple. Why put so much on the team with a multi-faceted campaign when they are already rolling out a major effort? 

Because the times call for it.

The consumer market, as we are sure you know, is fragmented. The audiences we try to gather and reach differ in age, gender, occupation, geography, and backgrounds. Though they may all be interested in the brand you represent, convincing them to act on their interest will take more than a single solution.

Let's take fitness, as an example.

Many people want to find a gym that works for them. But each potential member may be motivated by something different. A young man may want to find a gym that will complement his football workouts. A businessperson may want to join a fitness center to relieve the stress and anxiety of their daily grind. A young woman may want to find a place that gives her a good workout, and a group of people who are determined to do the same.

All want a gym that fits their need, but each of their needs is different. In this case, a cookie-cutter formula, a formula you can use again and again, won't cut it.

It is interesting that in today's environment we still have marketers and advertisers claiming that their "program" can fit the needs of brands without changing a thing. How insulting to the business owner, and the customers whom patron the business. 

As you continue to grow into the field, and practice advertising, it is important to keep in mind that customization is clutch. It's necessary. Yes, being specific will take more investment in the advertising budget, but your brand deserves it. The customers deserve it.

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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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