Psychographics
A contemplation of the Authentic
and the value of Trade Journals
Psychographics Defined: Market segmentation by lifestyle;
“Said I'm running but I'll take my time,
Friend of tFind your specific industry niche association
As far as reason--or good sense--is concerned, since it is the only thing that makes us human and differentiates us from the animals, I should like to believe that it is entirely present in each of us.
(René Descartes: Discourse on Method (1637))
“If two things don't fit, but you believe both of them, thinking that somewhere, hidden, there must be a third thing that connects them, that's credulity”
(Umberto Eco)
The Introduction
The following is an excerpt from an article posted on AdAgeDigital.com It discusses on-line dating. The relationship between the modern digital world and our humanity doesn't get any more significant than that. Commercials for dating services have now taken a significant strategic relevance in today's modern society. The digitalized relationship brokers are faced with the challenge of transforming the bits and byte of the Internet into emotion. Not an easy task and very relevant in regard to this post.
We can besiege people, be they potential lovers or consumers, with all manner of facts and figures. But it is the little things, the delivery, timing, chemistry and damn luck, that make all the difference. Forget metrics and science and whatever else they teach in business school. While the tools of communication change, the truth will always come down to this: We are just people trying to connect with other people in the same way we always have, whether we're selling love or linen sheets. It's just that simple and just that complicated. Having done both and having had only middling success with either, I'll take marketing any day. In the ad world, I know I'll never get stuck having to pick up the tab after a night spent with a lousy focus group. (Source:
http://adage.com/article/digitalnext/digital-marketing-learning-online-dating-sites/138543/)
Here is a little bit about its author: Matt Brennock is a creative director and consultant who's logged time at DDB Chicago and JWT Chicago and was co-owner of Fusion Idea Lab, a boutique shop in the Windy City. He's worked on clients such as Anheuser Busch, McDonald's, Orbitz and Kraft and is a member of both SAG and DGA. (Source: See above quote)
Here are my comments that do not discuss the pros and cons of on-line dating but offer insights into the character of the concept itself in regard to the overall character of the digital experience in regard to psychographics. Nowhere is the issue of trust more essential than in matters of the heart.
By way of preface
It is useless to deny one's true nature and core values. Mine are, have and always will be guided by the philosophic, the spiritual and the creative. I have long struggled with the notion that all too often these attributes are inconsistent with the street level gut pragmatism and utility that the entertainment industry has set up as their golden calf. My work on my project I call CabaretSolstice and at Full Sail University has been an epiphanic and clarifying experience.
So if my writings and what they communicate seem somewhat obscure and indirect perhaps this is because genuine communication occurs somewhere in the midst of our humanity, always elusive and forever seductive. It is my firm belief that the entertainment industry has always had to redefine itself, that the truth we bring to this industry is in degrees and never tautological. I offer this post in the spirit of learning the difference between the journey and the destination. I challenge the reader to look between the lines for their own unique truth which is in essence the foundation of effective branding.
The Inspiration
The notion that assessments of authenticity in objects are
underpinned by consumer goals is based on the notion that
consumers actively seek authenticity to find meaning in their
lives, and in line with associated personal goals (self-rele-
vant objectives people pursue in their daily lives; Emmons
2005) prefer brands and experiences that reinforce their de-
sired identity (or identities). Arnould and Price (2000) offer
insight into why such goals have become a critical part of
the authentication process. They establish that the loss of
traditional sources of meaning and self-identity associated
with postmodern market characteristics (caused by global-
ization, deterritorialization, and hyperreality) has encour-
aged consumers to become active and adept in appropriating
authenticity.
(Source: Beverland, M.B. And Farrelly, F.J. (2010))
This blog was inspired by the article “The Quest for Authenticity in Consumption: Consumers' Purposive Choice of Authentic Cues to Shape Experienced Outcomes.” (BEVERLAND, M. B., & FARRELLY, F. J. (2010).) It is also inspired by something I recently read although I cannot recall the source. So I will paraphrase lest the Gods of Plagiarism deliver me to the 'shadowlands.' Strip away the marketing executive and you discover a creator and artist who has chosen a different road. Speaking for myself I have chosen to remain the artist first and the marketer second. How else can I honor the emerging creative talents that I want to see succeed not only financially but spiritually, philosophically and creatively? To be anyone else would not be authentic to myself and my customer.
The task at hand
Since this blog by definition of the assignment is to consider some slice of the entertainment business I will discuss the recent difficult situation of Myspace. I suggest that its lagging demographics is directly proportionate to the content of this Blog. MySpace, in its infant stage, delivered a promise to emerging talent who could display their wares through a powerful page that featured emerging talent. In effect they failed to fulfill this promise. MySpace has abandoned this path due to what they describe as 1) budgetary constraints and 2) a top-heavy platform on their site. In addition MySpace has actively courted the attentions of larger labels seeking to feather their own nests. I will not judge this as the world of Internet has developed far beyond a social convenience into a monetized driven business endeavor assuming of course this was not the underlying intention of this media from the 'get-go.' What can be said is that this sense of commercialization of this media has certainly risen from the background into the foreground. That having been said the situation of MySpace is far from an anomaly. MySpace has lost a great opportunity. It could have developed a true sense of community where emerging talent and high-powered record labels could have mutually benefited. By offering a separate page to emerging artists it offered them an opportunity to differentiate themselves, a key concept of branding that I take as artist and businessman very seriously. It is only one example of an overall symptom that rides the thin high wire between skepticism and optimism that guides the gods of digital marketing. Has this wonderful promise of technological promise turned into a monster that will not obey? An open-ended question to be sure.
A look at where MySpace missed the boat:
Did they fail to keep their promise to their audience?
Was this a bad date with the Consumer?
In my opinion MySpace gurus and like others peering down from the heights of Olympus would be wise to heed these words: focus on authenticity, be genuine, avoid appearing clever..
The consumer is driven by the desire to discover Authenticity in Consumption, discovering something that is genuine and true from which they can nurture and sustain their self-identity and authentic self. Thus, the successful marketing strategy involves providing the consumer with 'objects or cues' that successfully communicate this message in way that is at the very least perceived as having personal value.
It is no great secret--albeit a highly repressed reality--that the speed at which we travel in this modern world of technology that there has been a serious restructuring of moral and ethical values. A shadowy and palatable cloud of skepticism has found its way into our daily way of life. It is equally fair to say that we as a society are secretly feeling dissatisfied. Some respond to this by simply saying its is a symptom of modern times. Others strive towards authenticating acts to reestablish ourselves by examining and reevaluating our belief systems. It is my firm belief that the only reasonable way to developing any sort of branding that communicates a positive message that genuinely connects with the consumer is by simply facing up to the facts, by not trying to sweeten up the message with shallow codes of communication.
The marketing of politics and digital media
The same symptom. Just a different field of reference
I recall President Obama's inaugural speech. It was not an optimistic one when one compares it to the rather ridiculous and naïve speeches of Reagan and Bush that offered an endless parade of patriotic altruisms dressed up in the red, white and blue , and in God we trust ritual diatribes. It was more a challenge reminiscent of the Kennedy speeches tinged with an underlying skepticism and hardcore dose of reality.
A majority of the public took it on enthusiastically until the fundamental complexity and paradox of the commitment translated into a day-to-day taking it to the street reality. If one takes a genuine and authentic look around them they will see that the enthusiastic rally to the cause mindset is being seriously challenged by the inherent difficulties in quantifying genuine, , and quantifiable results as a consequence of 'sacrifice' to the greater good. For in theory it is the contribution of the individual to the community and the communities recognition of the individual that fuels this very process.
Back to the world of marketing and trust.
Marketers must develop a core reciprocal and dynamic relationship with the consumer that transcends the mere tossing about of code words. The word must come to mean something that has individual and community meaning that operates within the context and content of identifiable meaning.
As professionals in the entertainment business we can have enough degrees and awards to fill the walls of our houses, we can have an industry driven vocabulary that identifies us as a community, we can pour out theory and practice into the wee small hours of the morning but we cannot fake authenticity. The public is just not that stupid. There is a large bulk of the community that sees beyond the bells and whistles of clever images and words.
A lesson on branding taken from personal experience
Dating 101
When I perform before an audience I always treat my audience with the respect that they deserve. I do not pander to the worst in them but celebrate the best in them. I honor them as thoughtful, intelligent, and insightful. Now that I've taken on the responsibility of translating my creative vision into a successful business with a powerful brand I can do not less when creating my branding. Because let's be dead honest. Branding will remain nothing more than a word, a verb or noun, if the actions and applications applied to that term are not honored. Social responsibility attached to the concept of branding will remain little less than a cheap ploy to con the customer unless that sense of social responsibility has genuine and authentic content. Trust me, as a long-time performer, songwriter and poet, the public sees right through me when I offer up the same Ole, same Ole Clever doesn't work. It is transparent and transparent implies shallowness.
The current trends in digital media and advertising suffer not from a lack of vision. Rather their vision is confuse, the intention is not clear and their audience has become concerned. In other words, those with the power to be a true leader and transform its audience are only confusing them. They do not clarify personal vision. They blur it, homogenize it until the message has been obscured. There are far to many currents in the river and so the journey down to the sea has been made perilous.
What is true for the songwriter is true for the marketer. All the technology, software, and media of today's modern world will not replace the customers desire for the deep satisfaction of a life well spent filled with meaning and purpose. We are at what Robert Frost once beautifully described as a as a driver of driver on a Winter's road in the yellows and browns of a New England woods. The driver arrives at a place where the road diverges. He must choose a road. One road is well worn, the other pristine and untraveled. All the time knowing he can never truly look back and understand his choice. Rather he may reflect. The question is whether we as creative spirits and entrepreneurs can live in integrity with the path we choose.
Some conclusions
Getting ready for the next date.
Forewarned is forearmed!
Through such articles as the one quoted in this blog we can see that the digital world of marketing is ambitious and it is confusing. Trade journals such as these offer the professional pause to contemplate precisely what they are up to, why they are doing it, how it can be altered to change the bottom line, and—most important is the best time to do it. The journals do not provide tautological answers rather alternative perspectives to contemplate in developing their marketing design for the clients.
There are some who will simply follow the herd mentality. But that number who remain in the herd are dwindling quickly. It is of great value to the professional to use trade publications not only to monitor audience trends but to re-evaluate peronal and professional strategies of their real-time world since it is accepted that effective branding should reflect the 'person' as part of the community in real-time. Further it is important that the professional attend various 'events' offered by the journals. There is much to be said for real-time conversation that simply cannot be communicated through the Internet. Clearly the latter scenario has distinct advantages. I would argue that there is also something to be said for hard copy. There is something visceral and rewarding about this. This experience translates into beter understanding of their target audience.
The aesthetic perspective: a metaphor
Two roads diverged in a yellow wood,
And sorry I could not travel both
And be one traveler, long I stood
And looked down one as far as I could
To where it bent in the undergrowth.
Then took the other, as just as fair,
And having perhaps the better claim,
Because it was grassy and wanted wear;
Though as for that the passing there
Had worn them really about the same.
And both that morning equally lay
In leaves no step had trodden black.
Oh, I kept the first for another day!
Yet knowing how way leads on to way,
I doubted if I should ever come back.
I shall be telling this with a sigh
Somewhere ages and ages hence:
Two roads diverged in a wood, and I--
I took the one less traveled by,
And that has made all the difference.
(Robert Frost: The Road Not Taken. )
“For the world is all so hollow,
And I have touched the sky.”
(Bill Gerardino, I have touched the sky”
Taken From “Things The Ocean Told Me”
Authored by Bill Gerardino
Source of inspiration
Beverland, M.B. & Farrelly, F.J. (2010). The Quest for Authenticity in Consumption: Consumers' Purposive Choice of Authentic Cues to Shape Experienced Outcomes. Journal of Consumer Research, 36(5), 838-856. Retrieved from EBSCOhost.
