Looking back to advertising’s fascinating, and sometimes controversial past, it’s clear that the industry has changed with the times throughout the past several decades. In the past, advertising was a projection of a better life, a sneak peek of a utopia that one could experience only by purchasing a product or buying into a brand. One of the most prominent changes in marketing today is a shift in the way that consumers are represented and targeted by companies.
Consumers now demand accuracy and authenticity in marketing over idealism. The days of picturesque scenes, with exclusively beautiful people, places and things are in decline. Instead, brands have sidelined these visions in favor of more accessible narratives. Modern marketing more often utilizes people who look much like ourselves with products and messaging that support consumers in their everyday lives, instead of imposing a vision of luxury tying unrealistic fitness and material objects to personal happiness and success. Thankfully, the days of perfection are limited.
One prime example of the authentic topping perfection is the Dove “real woman” campaign. Utilizing social media and television spots, Dove has used everyday women as opposed to supermodels. As a result, they have grown sales and brand loyalty as consumers who can’t identify with models see Dove as “the soap for people like me.”
This approach lends itself to every aspect of marketing from brand alliance and discovery to the point of purchase. Everywhere along the path of the consumer’s journey, people are wondering whether a product is right for them. They hope it can solve a problem they have or enhance their life in some significant way. Our job as a brand advocate is to reach people and help them understand why a particular product is not just right, but perfect for them. Consumers are looking for a realistic, authentic solution, that accurately reflects their lifestyle.
For more on the new trend of professional imperfection, visit Forbes.
About The PM Group: The PM Group was founded in 1988. Over the past 30 years, the agency has continued to grow and is currently listed as San Antonio’s Largest Advertising Agency by the San Antonio Business Journal. The PM Group’s client roster spans numerous industries including automotive, CPG, entertainment and sports marketing, legal, business services, non-profit, real estate and fitness. In addition, the agency hosts an annual Charity Gala every February that to date has raised over $2.5 million for local San Antonio area non-profit organizations in the last 15 years! It is our way of giving back to the community that we so humbly serve.
