What are Marketers Thinking, Part 1?
October 14, 2008 | Posted by: Susan Kearney
I'm a huge baseball fan. Specifically, a Yankee's fan. Last night I wanted to watch the Dodgers play the Phillies so I could root for Joe Torre. I turned the TV on early and caught the latest news about the stock market: ANOTHER 800 point drop. After a few minutes arguing with myself about whether to leave my 401K money in stocks or to pull them out and stuff my mattress with them, the game started and I settled in for several hours away from the stress of the imploding economy.
Interestingly, the first commercial I saw during the game was from E*Trade. You've probably seen it: the baby sitting in the high chair talking to the camera about how easy it is to buy and sell stocks online; about the 100's of thousands of new accounts E*Trade opens every week. Now, I've seen that commercial many times, but last night it struck me differently. How could E*Trade put this particular commercial on TV in the midst of perhaps the largest global financial crisis we've experienced; when many, many folks are thinking the same thing as me? Given the failures on both Wall Street and Main Street, is it really so easy to invest in the market that a baby can do it? What were the marketers at E*Trade thinking? Did they stop over the past few weeks to consider how this ad would strike consumers? If they'd already purchased the air time, couldn't they fill it with a message of a different tone or substance? Was this a good use of marketing dollars?
The only thing that made sense to me about that commercial was the part at the end when the baby leans over the side of his high chair and loses his dinner. After living through the last month, I feel like doing the same.
What do you think? I look forward to your comments.
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Comments
October 15 2008 - 10:16 AM | by John Kyle
On the surface, it seems like someone was asleep at the wheel and that the ad probably ran under a bulk media buy.
Then again, I’m inclined to give the folks at E*Trade the benefit of the doubt on this one. That ad is pointed to the young investor community. E*Trade might be reaching out to the aggressive young investors that see the market shake-up as an opportunity to pick up some undervalued stocks.
March 21 2009 - 07:35 AM | by Jess
Very nice site. Will sure visit again.
I am from Austria and also now teach English, please tell me right I wrote the following sentence: “You can book and purchase tickets directly online to more than destinations within the air book your awards tickets update your profile claim.”
With best wishes :P, Jess.
June 30 2009 - 11:24 PM | by le corbusier
why do they have to include the baby? what has a baby gotta do with what they are thinking? well it is just their way of capturing a costumer. they want o hit the market.
le corbusier
January 29 2010 - 04:58 PM | by Drug Rehab for Women
Thanks for this read mate. Well, this is my first visit to your blog! But I admire the precious time and effort you put into it, especially into interesting articles you share here!
February 16 2010 - 10:14 PM | by valentines day gifts delivered
This is just to show how to be at eased in spite the odds. The baby depicts easiness whilst doing what is best and not be affected by any negativity.
February 26 2010 - 08:26 AM | by Collision Repair Lexington
I think they used the baby to capture the attention of the viewers. Another thing that they might wanted to convey as to why they used baby in it was to give a message that it is easy to sell stocks online that even a baby can do it. Well, that is how they want it to be. We don’t know if this would work or not.
February 27 2010 - 12:16 AM | by jogging double stroller
If babies can do it, why can’t the big men do? An easy example to capture the hearts and the right mindset of what a good marketer should be.
April 22 2010 - 08:35 AM | by Drug Intervention
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April 29 2010 - 06:00 AM | by Grow taller
You can book and purchase tickets directly online to more than destinations within the air book your awards tickets update your profile claim.
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