noises from dog n’ moon.

Here in the hallowed halls of Dog n Moon HQ, we’ve been having a discussion lately. Actually, let’s call a spade a spade: we’ve been having a debate. The point of contention?

We have been asked to sell coffee (more than once), plumbing, concerts, musicians, musical instruments, continuing education, faith & salvation, electronics, furniture, carpet, child development aides, arts & crafts, ideas, inspiration, and a whole host of other things. In each case, we spend time trying to learn the product as if we’d created it ourselves. Then we try to learn the market for which it was built. Then we spend some time trying to pinpoint the demographic to whom the product would most appeal. And then we decide on the best language to use. These seem like Advertising 101 to me. But if we unpack that last one, I think it’s more complex than we initially thought.

For instance, let’s take two products- a banana and a university- and compare the ways that we might sell them.
For starters, each one has obvious benefits to the user. The banana is rich in potassium which helps muscles recover after a workout. Besides being rich in B6, fiber, vitamin C, and magnesium, bananas are also considered a “good mood food” because of the natural serotonin and norepinephrine that could be of benefit to sufferers of depression. In the case of the university, those who care to find gainful employment will be more marketable after receiving a degree. Average annual income (based on the 2007 U.S. Census) goes from $32,500 for those with a high school diploma up to $53,000 for those with a bachelor’s degree. Obviously, Master’s Degree and Professional Degree holders would do much better financially.

Secondly, we’d consider the market.
To oversimplify, bananas are for just about everyone, college is for just about everyone.

Third, we pinpoint the target demographic.
In this case, to manufacture a close race, let’s say our target is people who are in a point in life where they’d like to make a change. Our core message will be, “You are unhealthy/unmoving and x (x = banana/university) will make life more rewarding for you.”

Lastly, we consider the language.
This is where we define the personality of the campaign. It’s also where client/agency relationships get stressed, where agencies earn their money, where superstar ad guys and girls are created, and where the romance of advertising lives. We could attack a banana from a dozen angles. Heck, there’s the first campaign by accident. What of we mocked up hundreds of gladiators going to war using bananas for swords. It’s the only weapon you’ll need to win today’s mental and physical battles. Or we could take the clean and clinical approach: 10 out of 10 doctors prefer bananas to apples each day. OR something clinical but clever: An apple a day keeps the doctor wishing you ate more bananas. As for the university, we could do the same thing. We could extoll the virtues in a clinical way, or we could appeal to the youthful rejuvenation that comes with being inspired by education and possibility.

Here’s where the snag hits. There is a culture that tells us that universities are sacred ground. Universities are gateways to core virtues like success, responsibility, integrity, and virtue. The result of that is that university clients often feel like any ad campaign that is taken lightly would do harm to the virtue and sobriety (irony alert) of a 4-year accredited school of higher education (pun alert).

We have pitched ad campaigns to multiple universities before and we have almost always come back to the office with the same feelings. Each time, we’ve felt like the school is too close to the product. The people who are coming to college are either a) teenagers or b) people who are ready to do something drastic to make a life change. These fields are fertile for some unconventional messaging. Having said that, I would argue that one of the main goals of advertising is to get potential customers to engage. NOT to list the entire feature set of a product in bullet-list format on the first advertisement. Remember that the relationship between ad and potential customer is similar to that between two people dating. On the first date (first ad), you want the other person to see intrigue and beauty (inner or outer). You want him or her to believe that life would tangibly improve by continuing the relationship. And then you want him or her to be willing to meet again, to engage (not get engaged, unless in this case the product is AOL…). And dating experts would agree that one of the fastest ways to kill a potential love connection would be to say too much about yourself on the first date. So an ad campaign that is outside, quirky, and full of possibilities might be just what the doctor ordered.

As for the debate around here, I will admit that my personality leans towards the quirky side. Bright orange patent leather chairs are the perfect piece of furniture and I will save up to buy a pair of vintage flared bottom jeans on ebay (even though tapered jeans are all the rage right now). I believe that people want to be moved. People want to be lifted from the normalcy of their own lives and their senses would prefer to be tickled by words and imagery that extends beyond their everyday conversations with family members and coworkers. The whole point of advertising is to offer people possibilities, no?

Let’s try a test. From where you’re sitting right now, close your eyes and picture a figure coming to take you to the future. He or she is on a soft and billowing floating carpet. It stops in front of you and he or she extends a hand to help you on board. What words are used to assure you that the future is brighter? Is it something fantastic? Is it something inspiring? Is it something that MAKES YOU WANT TO GET ON THE FREAKIN’ CARPET? I think yes. As a small business owner, manufacturer, advertising agency, freelance designer, PR Department Mgr. (Hi, Chalise), you have the opportunity to be the figure extending that hand to others. When the carpet stops, you have one chance to to say the right thing to the passenger you’re trying to collect. You have one chance to say something worthwhile. You have one chance to get them to engage. Which words will you choose?