Jonathan Schein | Senior Vice President & Managing Director
This blog is often used to discuss what marketing messages don’t work, but this one is to express where one has been totally effective.
While taking part in the annual Treksgiving Marathon of the original Star Trek television series on BBC America, the bombardment of commercials was immense. It was seriously impossible to impart one message from the next because they all began with “Black Friday” specials, deals, sales, end of year clearances and every other adjective one could think of. In other words, between the Trouble with Tribbles and The Galileo Seven*, the glaze factor took hold and the turkey’s tryptophan kicked in until a message actually broke through.
This nearly impossible feat was accomplished by Match.com, the online dating service. As a happily married person for over 20 years, I have no interest in this website whatsoever. However, the message that hit it out of the park was so simple and direct. The entire spot was comprised of individuals saying to a friend, sibling, parent, workmate, and even a police officer was, “I met someone”. It didn’t go any further than showing the excitement of meeting the “one”, or who may possibly be this new person in their lives. It didn’t blast away with deals or bargains, but hit at the most essential part of an individual’s life and that is connection.
And connection, whether personal or professional, is what we desire most. How often do we come home from a long series of trips of client or potential client visits, conferences, seminars, events and a host of other meetings on the road and you come away with the same feeling or sentiment? How often do you report to your manager or team, “Hey, just sat with…for two hours…walked our pitchbook…,” and they liked it and they liked us?” In other words, “I just met someone” and it looks very promising.
What Match.com accomplished in 30 seconds and 3 words is exactly how successful messaging works and why it’s looking from this vantage point, the best commercial of the 2016. We spend so many hours honing in our marketing strategies and so often over complicate the simplest message of all, which is to connect.
*The Galileo Seven remains my favorite Star Trek episode of all time. What’s yours?