There are actually a few people out there who do not have a single television set in their home. I have a lot of admiration for these people. Unfortunately, I’m not one of them. I do my part as a viewer of American television.
These days, with the advent of personal video recorders (PVRs), a growing number of TV viewers like me are fast forwarding through the commercials in the shows we’ve taped. But, once in a while, I do catch a live broadcast and get a bit caught up on what Madison Avenue has been up to.
I am actually very critical of 90% of the ads I see on television, but last night I saw a truly great ad.
The live-action story portrays a father leaning into the passenger side window of an automobile. He is giving last-minute good-driving reminders to his daughter who is in the driver’s seat. The daughter is a small child. In spite of not being tall enough to see out the window, she seems anxious to get the conversation over with so she can get going. After assuring her father that she will follow his instructions, he hands her the car keys. At that point, of course, the camera moves again to the daughter and you see that she’s a teenager of driving age. It’s then you learn that the car is a Subaru.
What does this beautifully done ad communicate? It says that fathers always see their daughters as little girls and that Subaru is a car fathers can trust to be safe enough for their daughters.
It’s what advertising should be, and it illustrates a good lesson for B2B marketers. That is, it illustrates the most important factor in B2B marketing programs, strategies and messaging:
Always see the environment and the product being sold through the customer’s eyes. It’s the only point of view that makes it possible to truly connect with them.