In this episode we talk: MOUSETRAPS. Is it necessary for an exterminator to know every mouse’s name, before they can do their job? Is a floor full of traps, better than a big piece of cheese? When you bait a trap with too much cheese, where does the mouse fit in?
If one of the main goals of marketing is to lure buyers out of their homes, using associated, maybe cheesy, memories, to guide behavior, action, and close the deal, then the mousetrap is a perfect metaphor to explore.
Mousetraps help explain marketing & advertising in a few ways…
To catch a lot of mice – do you need to know each one personally?
Imagine, if an exterminator came to your house and before handling the mouse problem, he wanted to get all their names.
Seems silly, but for marketers, we spend more time obsessing over “sales personas” than obsessing over selling.
In today’s hyper-targeted world, advertisers believe that marketing budgets are wasted on not understanding every movement and click of every mouse – that with enough data, we can ID all personas, find the loyalists, and get them to buy, buy, buy.
But serious research, from Byron Sharp, Ehrenberg Bass, and others, shows that personalized ads perform poorly next to generalized ads, buyers are extremely brand agnostic, and loyalty isn’t a growth strategy, if not an outright myth.
Would you rather oversee ONE plan to market and capture the attention and intention of a single category audience, mice, or have to manage MULTIPLE plans, based on THOUSANDS of individualized, market-segmentations?
That’s where AI comes in, you say? Deep learning in your martech stack? Yeah….no.
You want to attract & catch the most mice, which of the following do you think would perform the best?
Giant Cheese on Floor – think of this as mass media. Expensive.
Floor full of traps – Think of this as direct response. Exhausting.
AR projection of mice eating cheese – Think of this as social media, or influencers. Exhibitive.
Pretty sure every CEO would be interested in the AR mousetrap – low overhead, low stakes for failure, no one get’s hurt, and no one wastes cheese. Actually, nothing happens!
Most marketers think if they push out enough sales messaging and activity, if they lay traps all over the floor – that the mouse will show up, eventually.
Nothing wrong with this. But overtime – the mice become wise to it, ignore the inticements. The ROI for short activations like this, diminish overtime.
In initial polls, everyone chose the giant cheese. Why? If the main point of advertising is to bring awareness and drive action, then the giant cheese hits it – it’s less important that certain mice show up, and more important that ANY and ALL cheese eating mice show up, and remember the experience.
“When baiting a trap with cheese, leave room for the mouse.” – Saki
This quote merits deep reflection – marketers tend to bring too much of their own cheese to the marketing trap.
Too much brand puffery, too much “We,” very rarely a “You”
Every customer is looking at a brand’s advertising asking, “What’s in it for me? Where do I fit in?”
Your marketing should be relatable, not just BULL.
Before you write that next cheesy bit of copy, ask yourself, “am I leaving enough room, for the mouse?”
So – to summarize – In order to capture the most attention and intention for your brand, focus on categorization rather than segmentation, utilize broad-reaching campaigns, and make sure your marketing copy is focused on, and leaves room for, the buyer.