Where do great kids come from

Let's start with a disclaimer "Yes I have a view of this billboard .... And no I won't discuss that view today"

I've driven past this billboard many times and I'm confused (as a marketer) whom the target market is and what the intended recipients should do?

Let's look at some possible target markets :-

1. A person with a great marriage; Would this ad reinforce their good marriage and the good job they're doing with their kids? What should they do, or what action are they to take?
2. A person with a crap marriage; Would they feel good after seeing this? Would this promotion motivate them to change the situation surrounding their marriage? Would they be motivated to find out about the sponsoring promoter?
3. A single parent with a family, would they resonate with this message or would they feel insufficient and excluded! And what actions does the billboard owners want this group to do?

So, I'm left wondering whom the ad is for and what action they should take.... being curious I went to their website to learn some more and I discovered that they're a non political family centred organisation with two options of joining or donating. These are valid options and if the ad resonated with you then you may support their cause...

Conclusion, the marketing seems to be targeted, wanting to attract like minded individuals to grow the movement. So it's achieved it's goal, but how many more people did it alienate and does good marketing have to do that? ... Bet you thought I was going to diss it ;-)

 

Posted with Blogsy