Coldwell Banker Ad in Today’s EnvironmentBy Tom Dougherty
Coldwell Banker ad fails with today’s human motivators
Marketers all over are desperately trying to find ways to impact target audiences during this time of the COVID-19 virus. Few have answers and a new Coldwell Banker ad demonstrates what most brands are attempting.
The ad, called Hometown Heroes, is actually a version of what the realtor hoped would flood the airwaves during March Madness. With that basketball tournament and other sporting events canceled, the Coldwell Banker ad looked to be in the dust.
But the brand simply re-imagined the spot as a celebration of essential workers, ending with the theme of “Home. It’s never been more important. Please stay home and stay healthy.”
“Sure the Coldwell Banker ad is better than many out there, but the brand itself has trouble identifying with its target audiences. Is this really the highest emotional intensity in this market?”
The Coldwell Banker ad is a better version of what is currently clogging our airwaves, in which brands say a version of “we’re in this together” or “we care.” Basically, it feels like desperation.
In fact, most ignore what Stealing Share has identified as the changes in key human motivators, as explained here. In fact, the model demonstrates that motivators like leadership (we’re in control) and scope (variety of offerings) have changed.
Aligning with key human motivators would help the Coldwell Banker ad resonate
What marketing like the Coldwell Banker fails to recognize is that audiences are still willing to prefer one brand over another if they hit the key human motivators. There is still an opportunity to market. In fact, audiences are more emotional now than before and thin messaging simply doesn’t resonate.
While celebrating essential workers should be applauded, from a marketing standpoint, it’s a little cheap. And expected.
Sure the Coldwell banker ad is better than many out there, but the brand itself has trouble identifying with its target audiences. Is this really the highest emotional intensity in this market?
It doesn’t identify the differences, for example, between wants and needs, or the increased search for comfort or being part of a community.
Coldwell banker recently rebranded, including a star in its logo that represents the brand being a “north star” for its clients. That means it’s about Coldwell Banker, not its clients.
The Coldwell Banker ad addresses our situation, but not the key human motivators that create preference at this time. We’re helping clients right now wade through the muck and emerge with greater preference. Time to reach out to us now.
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