Whether you are hooked on
reality TV or not, you have to respect the empire rendered by the Housewives
franchise.
Why is that?
This very popular TV
franchise has struck a chord with viewers. It manages to take you on a journey
and allows you to feel an array of emotion; everything from luxurious fantasy
to vile loathing.
This is important for
marketers to pay attention to. Not just for the obvious reasons regarding
popular pop culture and its impact on consumer behavior, but the subtleties of
why these shows are so popular and subscribed to across the offerings.
Emotion. These shows make you
feel. As said earlier, the ‘feelings’ range and are varied, but each episode is
usually a roller coaster ride, taking the viewer along to love and hate and
fear and protect all in one episode.
Good marketing does the same
thing. But I caution that just evoking emotion is not enough. There must be
content and branding.
I am certain that you can all
cite examples of commercials you recall or remember but do not know who or what
the Product or Company is associated with the spot. This is poor marketing.
Good branding is like the
Housewives franchise. Each episode, across the various versions, evokes
emotion, provides an experiential ride and continuously delivers consistent
branding in imaging, format and content. While flipping channels and landing on
one of these shows, you know it right away and you know the ‘real’ Housewives
shows versus those that are spin offs or replicas. That’s good marketing.
So as the characters … um
real people… in NY, OC, NJ or BH are sharing their lives with you, pay
attention to the consistent display of emotion, format, branding and content. Then ask
yourself how you can inject this consistency into your marketing across
channels, venues, media, etc.
Happy Marketing!
