Will You Accept This Rose?

If you’re like me, you’re one of the 6.9 million people, ahem women, who tune in each week to ABC’s “The Bachelorette” (or “The Bachelor”) to follow a “regular” person’s journey to find love in the most abnormal circumstances – starting with 25 potential suitors, going on dates you could only dream of, and in the end, if all goes as planned, getting engaged to one of them. It’s my favorite TV show and has been one of the longest-running TV shows in recent history. At the risk of a shameless plug, if you’re bored on a Monday night, you should tune in. In honor of this season’s finale airing tonight (#teamJosh), my colleagues at KCG have allowed me to dedicate a blog post to this cultural staple.

I’ve concluded there are four major things marketers can learn from “The Bachelorette.”  Trust me on this.

They say as a writer, you should write what you know and love. Well, in addition to this show, I also love marketing. So, I’d like to take a moment to examine how the two intersect. I’ve concluded there are four major things marketers can learn from “The Bachelorette.” Trust me on this:

1. Use your time wisely. In “The Bachelorette,” each suitor has a limited amount of designated time to show and prove to the bachelorette that he is, in fact, the one. There is so much noise. As marketers and as consumers, we hear that all the time. The time you have to share a message about your brand is vital, so you must do it right. Research, research, research your target audience so you know you’re not only reaching them in the right places, but also with information and creative messaging that will speak to them and resonate.

2. A primary education in native advertising. “The Bachelorette” brand integrations are some of my favorites to watch. Suave® and Clorox® (it’s second season partnering with ABC) are prime examples, and lest I fail to mention the incredible amount of Stella & Dot jewelry adorning the lovely cast of this show. Is it an ad? Is it part of the show? It’s native advertising, my friends. See two examples of the show’s trendy brand integrations here:

3. Have a hashtag. I know, hashtags are almost old news, but acknowledging and encouraging online and offline conversation is here for the long haul. During each episode of “The Bachelorette,” I love searching #BachelorNation tweets to see what the world thinks about what has just taken place on “the most [insert choice adjective: dramatic / emotional / surprising] episode of ‘The Bachelorette’ ever!” Giving fans a forum to share and discuss helps encourage more conversation about your brand or company. Participate in conversation already happening, embrace it and encourage it.

4. Be honest or be eliminated. Every season of “The Bachelorette” and “The Bachelor,” someone is identified and called out under the dreaded accusation of “not being there for the RIGHT reasons.” The same goes for brands and companies – if you’re not “in it for the right reasons,” you will also be called out and your reputation damaged. If your brand story is not an authentic representation of who you are, you will not be trusted and thus, “sent home.” Authenticity in marketing is key in a time of very high skepticism of advertising, brands and companies. As a brand or company, know who you are and communicate it authentically.

I hope these tips help you get that final rose in your next marketing endeavor. Check out all the chatter from #BachelorNation tonight. Until next time, Kaylan.

 


 

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Kaylan Gisi serves Koch companies as a KCG senior account director. She helps guide and manage marketing and advertising initiatives including internal communications, B2C and B2B campaigns. With six years of industry experience, her love for seeing concepts on a whiteboard magically come to life is what keeps her energized day after day. Since moving to Wichita from Kansas City, Kaylan finds her weekends consumed by adoring her dog and her new husband as well as tracking down the hottest restaurant spots in town.

Honesty in Advertising

In this culture obsessed on winning, it’s hard for anyone to accept second place anymore. Only the “idol” gets the record contract. Only the champions get the parade. Somehow, we’ve managed to convince ourselves “if you ain’t first, you’re last,” to quote Will Ferrell’s character from “Talladega Nights.”

Unfortunately, many brands have taken the same approach. Marketers feel it’s shameful not to be the best and they shudder at the thought of mentioning a competing brand could do something better.

But that’s just not reality. Consumers crave honesty so they can make their own decision based on the information.

Tapping the truth is exactly how Avis positioned itself so successfully years ago with its “We Try Harder” campaign. They knew they weren’t going to beat Hertz and they embraced second place with open arms.

“Whatever you are, be a good one.”
-Honest Abe

We see it happen when a company has multiple brands within one category, too.

Take paper towels, for example. Georgia-Pacific offers a “premium” product with Brawny® paper towels but also offers a “basic” alternative with Sparkle® paper towels. That’s why Kerri the Sparkle® Fairy speaks straight to value in the television commercials.

Maxwell House is taking a similar course after a solid decade of explosive growth by competitors in the gourmet coffee café industry. The hundred-year-old company had a big question. If they couldn’t compete with fair-trade, hours-fresh, hand-roasted, freshly ground java, what could they offer?

The answer was just good coffee. Not great. Not amazing. Not a unique coffee experience. Just good. Refreshingly and honestly good.

So whatever happened to good? We’ll have to see how it all percolates.

 


 

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Nick Gebhardt is associate creative director for KCG. His responsibilities include the management of the copywriting and proofreading team, as well as the overall generation of marketing and advertising concepts across media. He finds creative collaboration particularly rewarding, drawing on 13 years of experience as a copywriter in digital and traditional agencies across the Southeast. Outside of work, Nick plays bass guitar, writes short stories and chases his 3-year-old boy around his home in suburban Atlanta.

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