A few months ago I was the victim of a well-executed marketing campaign.
It started as a normal Sunday morning. The sun came in through my Battery Park apartment while I sat drinking coffee and reading book reviews on my iPad. Admittedly, I love reading about reading. On this particular Sunday, a blogger wrote a piece about Todd Snider’s short story collection “I never met a story I didn’t like. ” The review painted the book as a smart and funny tell-all by an American folk singer who struggled with love and addictions, but persevered. I stored it in the back of my mind as a potential read, not realizing just how soon I would have this book in my hand.
A few mornings later as I was getting ready for work AND watching the Today show [at the same time=talent], Snider appeared on a segment discussing his book. Side bar: Yes, I find the Today show digestible in the morning when I’m barely awake and I like to see how big Wrangler is getting. Back to the book, the author was showcased in an interview that summarized highlights of his stories while flashing the cover repeatedly. I paused to recall that I had read about this book on Sunday and considered writing the name down. But after being sucked in for a few moments, I was going to be late to work if I delayed any longer.
Walking home at the end of the week, I passed my local bookstore and noticed that Mr. Snider himself was the featured author and signing copies of his books that night. As seen on TV, I now had the chance to meet the author in person and purchase the book. I was sold; I made a sharp left in to the store and bought it right away.
As I left the bookstore, it wasn’t the excitement of having something new to read that got me about this purchase. It wasn’t the time Kanye tried to come up on stage with me either [although that still replays in my mind on occasion, i should have just let him]. What slowed my pace and brought a smile to my face was the thought of how a marketing group decided that I, Nick Anthony, was their target. And they got me at every point they planned out.
I could see them creating me as a persona on a white board…mapping out my week, my habits, where I go to read my news, what shows I watch, even down to how I get home from work every day. I smirked as I thought they probably had me pegged for a whole foods guy when I prefer Trader Joes. But then I could see them inserting their communications and strategies in to my life. Placing a blog post when they knew I would be most actively engaged in catching up on reviews, having the author hit a show I’d be watching and then the on-site appearance which, to be honest, was just too close for comfort and actually freaked me out a little. Their placement of their digital content, TV and an event, work together to guide me to a final sale .
As a marketer of integrated executions, the identity of a persona and knowledge of their user journey is an essential part of the process. Not only considering how users interact with content on a day to day basis, but where in their day our communication fits in, how a user will process that messaging and being able to combine all aspects in a non-intrusive and integral way is key to an effective campaign, in my opinion.
And in case you are wondering, the book turned out to be an excellent read as I sat in my apartment and drank coffee that Sunday morning.