The 2016 POTUS election has given advertisers pause. The advertisers who thought their audiences only resided on the elite coastal cities are all rethinking strategy thanks to the latest U.S. presidential election. The new whisper on the street is that advertisers are missing the mark because the new normal is small-town and rural America.
Advertisers are seeking middle America, to the chagrin of large, luxurious brands. This new demographic has put advertising and marketing into a tailspin that is missing the mark. The former elite consumer on Michigan Avenue, Rodeo Drive and 5th Avenue with disposable income for luxurious products is no longer the majority in the U.S.
Advertisers are even considering adding local branch offices to middle and small-town America to better connect with the folks living there. That’s probably smart as the country is in deep divide on more than just politics.
In this episode, you’ll go down three rabbit holes with me, Jayme Soulati, while John Gregory Olson scratches his head with wonder at how I can tie it all up in a nice, neat bow.
We opine in and out of this continuous marketing conundrum we’re seeing more and more with advertisers trying desperately to find their way home.
Are you feeling the pinch of not knowing or understanding your customer?
Collect your data. Plot some inference. Draw conclusions. And revamp the strategy. It’s the only way to get in touch with the new normal. The customer is still accessible; it’s only the marketers finding it a challenge in how to best communicate.
Listen to this episode of The Heart of Marketing and get some tips for your own business about connecting with the new normal.