Motrin campaign shows need for informed targeting

Share this content:

When it comes to properly targeting your marketing mes­sage, understanding your audience — what it wants to know, how it wants to hear what it wants to know — is essential. So the first word that comes to mind when I think of the Motrin/Twitter mayhem of last week is “oy” — the traditional Yiddish term of dismay.

You don't need to be a mom to get what was wrong with Johnson & Johnson's video campaign for Motrin, featured on their Web site, which tried to connect the back pain many women feel when using baby slings, or other “baby-wearing” items, with the pain relief of Motrin. A vocal group of Twitter­ing mom bloggers found the video condescending — and even I, with no kids, could see why right away. The video pointed out that carrying your baby seems to be “in fashion,” is a good idea “in theory” and was “supposedly” a bonding experience that “totally makes me look like an official mom.”

Oy (with a hand to my forehead).

Sure, non-moms like me can get the joke and giggle a bit when we see mothers wearing their babies like the latest Prada bag, but I'm not the target audience for this campaign. And with a sister currently toting an adorable two-month-old around her house in a baby sling, I feel comfortable saying that she probably doesn't care one bit about looking fashion­able, or like an “official” mom. But she might appreciate a dose of compassion and empathy about the inevitable back pain; some pain-reducing baby-wearing tips; a few stories from other moms in the same boat; and hey, maybe a promotional offer from Motrin.

Do marketers need to develop more understanding of their target audience? Does proper targeting require more pre-plan­ning and research to determine the right tone? As an “official” editor, I'd love to hear your thoughts.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here