Connecting with Your Audience

November 17th, 2008

Have you seen the latest HSBC television commercial? The one that captures “green” protesters causing a ruckus on a logging job site?

As MSNBC’s Allison Linn points out in her article I’m a Lumberjack, and I’m OK …, the global financial services company put together a very interesting, yet esoteric commercial. And the underlying message is somewhat puzzling.

In an effort to convey that HSBC values the opinions and differences of its customers – according to the voiceover – the takeaway may be too deep for the intended broadcast television audience to comprehend. This brings me to my point.

As you develop your marketing message and brand, it is important to test it, and find the appropriate channel to deliver it. What you think you are projecting may not be easily understood, and may not easily translate from one medium to another.

For the record, I actually like the HSBC commercial. But it did not compel me to think about banking, and more importantly, run to the nearest branch to open an account.

What is your take? We’d love to hear from you.

Domenick Cilea

Domenick founded Springboard in 1995. When he is not working on marketing, PR, branding or content strategy, Domenick can be found in a gym, on the road or pool training to survive his next triathlon.

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