#rightpersonrightplacerighttime

[lindsayzuelich]

There’s a saying of being at the right place, at the right time. However I think there’s a part of that statement missing. Which is, being the right person, at the right place, at the right time. You can be at the right place, at the right time, but not be fully the person yet to receive the rewards. Trust that you are where your at for a reason, and always strive to be a better person, so that you can be... the right person, at the right place, at the right time. #rightpersonrightplacerighttime #lovelife #trust #findyourpassion #woodwork #woodnerd #friend #letsbefriends #wood #woodlove #womanwoodworker #inspiration #notahandmodel #striveforgreatness

[theeventsseeker-blog]

Where are you on this scale? #Analytics #Content #Marketing #RightPersonRightPlaceRightTime

[bfgplanner]

Right person, right place, right time  Yes, cliche and elementary.  But essential.  

Perfect example of not respecting this combination: Audible.com.  Their most recent commercial which includes lines like “Enjoy a steamy romance while ironing the sheets” (ah yes, this must be why I’m not yet married- I’ve been doing it wrong all these years!) and something about a minivan (I don’t remember what it was- I shut off upon hearing the word minivan).  

Listen, I get it.  In fact, I applaud the agency who created this for having such a focused target audience although their message is so overt that I wonder if even their target demo sees right through their approach.  But here’s the problem.  I’m an independent single professional female who is probably at the opposite end of their demo and I see this commercial all the time.  All the time.  You name it- weeknight evenings when I’m catching up on the news, and worse… weekends when I’m having my coffee downstairs with my still unmade bed (with un-ironed sheets) upstairs.  It’s so off-putting when it comes on that I must immediately change the channel.  

Enough about me though (afterall, I’m not their target), do they honestly believe that their intended audience is tuned into tv at these times?  If these women truly embody the stereotypes Audible.com believes they do based on their ad, wouldn’t they be slaving over a hot oven?  Or fixing their husbands a gin and tonic as he reads the evening paper?  Or shuttling the kids in their minivan to some various activity?

I don’t believe this miscalculation was due to poor account planning, but media buying.  The ad may have garnered great results from this audience if it was also run during weekdays.  However, I can’t help but think that the Brand’s image suffered a bit from an unintended audiences being overexposed to such an alienating message.  

So what should we, as planners, impart from this?  Well, our ideas are only as good as their final execution.  Being involved in every part of activation planning is critical.  We may have a killer messaging strategy backed by solid consumer insights but if these target consumers never see the messaging, then we've failed our clients.