matterblog

It seems to be generally accepted–certainly in the direct marketing world, if not in the wider advertising arena–that targeting is everything. That the goal is to try and figure out what people are interested in (and who’s interested in your product) and give them information on it. What could be simpler?

So, why does so much advertising and marketing seem like it’s all for someone else?

Is it because there’s now so much choice of products, media and culture that our interests have become completely fragmented? Have we now become utterly unpredictable?

With so much science, analysis and sophistication applied to understanding consumer behaviour, you’d imagine there would have been great strides made in the ability of direct marketers and advertisers to hone in on their targets with pintpoint accuracy. Yet, despite everything digital technology has to offer, it seems response rates and measurements are pretty much where they were when everybody watched, bought and did the same thing.

So, I wonder if the problem is with the idea of targeting. Could it be that focussing on people’s interests as they are now isn’t the answer? Many would argue that there’s no point in sending information about lawn mowers to someone who lives in an apartment block. But, what if he knew lots of people with vast, unkempt lawns? It might be better to engage him so that he might, in turn, evangelise to his mates?

Is the problem with targeting that its premise is wrong? Is it always unpredictable because it’s not possible to accurately predict when people will be interested in something? Someone might be in the mood for car insurance renewals now, but not in ten minutes’ time because the kids will back and demanding to be taken outside etc etc. Trying to engage people via their interests is depended on their needs, their motivation and their mood aligning. It’s a crap-shoot.

One thing we wanted to test with Matter, is whether it’s better to give people something they’ll like, rather than what they’re interested in. This seems to be much more predictable. So that if they like it, they’ll think about in their own time, see how they feel about it (hopefully better), live with it and maybe they’ll tell their friends.

I know it’s heretical, but isn’t that what advertisers want?

Photos: Dice–topher76; targets–wili_hybrid

Matter was always an idea with a clear purpose–to create a vehicle for the creation of real, physical objects that communicate ideas and feelings and that people feel good when they get them. From my point of view in putting it together, I’m thrilled to say that the reality of the very first manifestation of this idea has thoroughly met my expectations.

The simplicity of the idea belies the work and creativity that’s gone into getting Matter this far, and the list of people who’ve helped it along its way is as impressive as it is as long. To everyone who’s given me a helping hand, thank you indeed. Here’s a quick run-down of what’s in the very first edition of Matter, along with a little back-story. Let me know what you think…

Sony Ericsson. Iris were the first agency to get onto the Matter trail with the Music Monster, a cult-ish figure that represents your personal musical desires that becomes real in its own straw-lined packing case complete with bite-marked brochure. And after an extended amount of will-they, won’t-they anxiety, Andy Smith made it happen.

Stolichnaya Vodka. Peter Riley at 20:20 was unwavering in his willingness to join the Matter trial and created this intricate and ornate enamel lapel badge along with a miniature guide to Russian cultural icons. The badge is a jewel and the tiny format brochure is perfect in its red-stitched execution.

Nintendo Wii. conceptual thinking guns-for-hire Rebecca and Mike helped with the idea for this, which turned out to be easier to make than expected. The defining characteristic of the games console is perfectly communicated in a single, simple object–a Wii wristband.

EVO Magazine. The original idea was to create the ‘EVO Apex Finder’, a self-adhesive road stud similar to ones they use in Motorway contra-flows which would have allowed car enthusiasts to mark their favourite turn-in point on any corner. However, social-responsibility issues this raised their head and the idea was swiftly abandoned in favour of a game of EVO trumps which more accurately reflect EVO’s position as an unrivaled source of automotive knowledge.

Original Source. This shows that Matter can also work as a sampling channel, which I’m happy with–providing there aren’t too many samples and they’re the right ones.

Virgin Atlantic. Martin Muir at Start Creative helped secure this contribution–an award-winning calendar about how the airline’s changing–and even pursuaded the client to offer Matter recipients an exclusive invitation to use the new Upper Class Lounge on their next Virgin Atlantic flight. Nice.

Nissan. Daren Kay at TMW brought his team together to create this item to prompt people to think harder about the Nissan brand. It’s brave in that it’s about the Nissan brand and not any specific model. A set of crayons that are really soap tell a story about how Nissan’s not what you expect.

Sony Bravia. Paul Beier at Iris helped bring this idea to reality just minutes before the client disappeared for three weeks. Pots of Play-Doh allow people to create their own version of the award-winning Rabbit TV commercials.

Jordans Cereal and Penguin Books. Mark Waites at Mother has long been interested in Matter and his colleagues Jo Forel and Iskra Tsaneva came up with the idea for Cereal Poetry, which turns breakfast into a new literary occasion–because everybody always reads what’s on the cereal box.

There were many ideas that came and went and fell by the wayside, such is the way of these things. Thanks once more to everyone who helped me with this including all those poor individuals who let me loose with my overly-excited presentation.