Using the afternoon to prep for an upcoming presentation, I came across an ad that my company, MacLaren McCann Direct and Interactive, created last year for self-promotion. I’m of a generation that doesn’t tow the company line too easily, but I’m proud to make an exception here*.
Too many marketers overlook the consumer in our business. Too often the dialogue is between the agency and the client. The consumer is left to fend for him/herself. It’s no surprise that we’re witnessing the rise of the “On-Demand Consumer”. Let it be known: they are here, they are affluent, and they demand our attention.
And so they should.
The photo is a man in his late 20’s, early 30’s looking all young and hip. The copy reads…
Don’t call me. I’ll call you.
I Say: Search and ye shall find.
You can come to me. But more likely, I’ll come to you.
I’m unpredictable. I know what I want.
I buy a lot of stuff.
I am not my mom & dad.
I’m already overwhelmed – don’t push me.
My phone means more to me than my TV. So does my PC. So does my best friend.
I’m a hunter and gatherer.
I have very little time for you.
I have all the time in the world.
And I buy a lot of stuff.
I’m not listening (la la la la)
I’m smarter than you think.
I don’t expect a lot. I demand a hell of a lot.
I love to be amused. Surprised. Respected.
Did I mention I buy a lot of stuff?
MEET JOE ON-DEMAND
the opt-in consumer who doesn’t care about the way things used to be.
Forget what you know about the average consumer. Times have changed, and so have they. Have you?
…….
*Disclaimer: I didn’t create this ad, nor am I up for review anytime soon. (Although I do hope the boss is reading 
)
I genuinely support this message and am proud to be associated with the company communicating it.
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3 Responses to “The On Demand Consumer”
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January 28th, 2007 at 8:36 pm
Meet Joe On-Demand……
MEET JOE ON-DEMAND, the opt-in consumer who doesnt care about the way things used to be.
“Dont call me. Ill call you. I Say: Search and ye shall find. You can come to me. But more likely, Ill come to you.
Im unpredictable. I know what I want. I bu…
January 30th, 2007 at 2:36 pm
Today’s (Jan. 30) ClickZ eNewsletter included a link to an article by Chad Stoller entitled “Can Your Brand Hack a Customer’s Life?” (http://www.clickz.com/showPage.html?page=3624750). In the article, Stoller addresses what he calls “life-hacks”, “…helpful information that can improve your life and provide solutions to everyday problems or address unmet needs.”
Sounds perfect. Well, that is, until you read the suggestions for how an organisation can tap into “lifehacking”:
- “Get involved. Get in on the ground floor by helping solve a problem or supporting efforts….” – “Sponsor a site….Craft your messages…”
- “Seek advice from the community.”
This is hardly new. Even lowly IA/UXP/ID people like myself were advocating, then evolving, these kind of approaches many years ago. Ultimately, the “Hack a customer’s life…” line is the same lame crap I’ve been hearing from marketers and professional services organisations (Stoller’s an Organic man) for the last 18-24 months. It is, essentially, too little, too late. To cut to the chase, what’s missing is any discussion focused on the notion “be trustworthy.”
(I’m not even going to touch the link included in the article that leads to a domain parking page.)
Being trustworthy is not something that can be dismissed ‘out of hand’ by suggesting such a condition can be assumed. Current marketing practices are all to often (by default?) antithetical to the kind of transparent trust people (consumers, users, clients, etc.) can personally validate and in which they can engage. (Such is one of the underpinnings of the “Radical Trust” blog.) Ultimately, the difference between what is epitomized in approaches like “hacking a customer’s life” and “building trust in which people invest” lies at the crux of selling in the age of the networked consumer–the one who can check-up on you and rapidly inform others of the experience.
Then again, what do I know? I’m just a simple prairie boy who grew up near enough to the natural version of bull shit that he has no patience for the artificial, corporate version.
January 30th, 2007 at 10:59 pm
I think you know more than you give yourself credit for Daniel.
thanks for your insightful comment.
collin