I’ve been in advertising my whole life. Even when I was teen, I worked part time at a local sign-writing company designing and also mounting the shopfront signage for local brick-and-mortar businesses.
Ever since then, it has always been me – and them. Me being the advertiser trying to get noticed and sell my stuff, and them being the people who need to be coerced, manipulated, persuaded and even scared into buying it.
Throughout all of my meandering through agencies big and small, in all these different countries, I always had the belief that advertisers were their own breed – incapable of themselves being affected by advertising messages of any kind. Because, after all, we are on the inside and know exactly the game that is being played with the minds of the public.
I’ve never gone as far as installing an ad-blocker on my browser, because I still want to be exposed to what others are doing – but never did I stop to wonder what it must be like to truly be “them”. All I know is that advertising works, and people do look at them, respond to them and act on them and that’s why I have a job.
But then, recently discovered to my shock, what I thought was indifference to the fruits of my own craft turned out to be simply that I don’t really care much about stuff. I realized that if I did care about stuff, I would be just as affected and influenced by even my own advertising as the next consumer.
This epiphany all started with a pair of shoes. Skechers to be exact. I put them on for the first time and not only did I feel better than James Brown, but I could also see more clearly than Johnny Nash. All the science I had learned about consumer psychology, brand loyalty and customer retention suddenly emerged from the dusty bookshelves of theory and I could feel what it was really like to be the primary focus of my clients’ hefty annual media spend.
Skechers are right in every way. I am someone with little time, little care for self expression and little patience for airport security. I despise laces with a passion; because they’re stupid, time consuming, old fashioned and also people hang themselves with them in prison.
I travel a lot, and if you added up all the minutes I’ve saved not having to bend down at airport security untying and tying my shoes while my name is being yelled over the PA system for last calls, you would have by now about 3 months. Ok, I’ve not used that saved time for anything constructive, but that’s not the point.
The black slip-on “Mens Work” ones I wear can easily straddle between casual, smart casual and formal (depending on the lighting at the place) so now I have a standing order with Skechers to get the same pair, over and over again every 3 months and that’s all I ever need to think about when it comes to footwear.
Now I get weirdly excited when I see a Skechers store and also a little disappointed that it’s not 3 months yet. I watch the Skechers online banner ad rotate a few times before getting back to my article – maybe just out of pure appreciation. If they did YouTube ads, I wouldn’t click skip. I’ve also joined the very generous loyalty club that gives you a whopping $10 back for every $100 spent. Skechers, you do too much.
Maybe it’s sad that I’ve never liked a consumer product as much (except for my Gibson Les Paul, but that’s my child, not a thing), but at least it proves that there’s a real point to my craft, and that advertising really is just a spotlight on what the people actually love.
Media dollars are best spent when we can predict with some certainty whether the consumer who views it will actually care about what’s being sold.