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Nationwide is on your (Blind) side

Wow. Just wow.

Sitting there. Watching the Super Bowl. Loathing the Seahawks. Bemoaning the already mediocre set of commericals. And then the Nationwide commercial came on.

 

Now I'm not going to go down the road of how much of a downer it was. I'm not going to dog-pile on Nationwide for their insensitivity. They claim their goal was to start a dialogue about safety in the home. Very noble. Very necessary. As a parent, I've spent the last 15 years being neurotic about my children.

Two words: audience and setting

Whenever we try to communicate ANYTHING - from commercials on the Super Bowl to telling our kids to take out the trash, from a sales pitch to win a multi-million dollar account to an uncomfortable meeting with your project sponsor when things aren't going so well - one should always consider, beside the content of the message itself, the audience and the setting.

With the audience, to whom are you speaking? (Yeah, duh, but stick with me here.) Is it one person or many? What do they care about? What are their hot buttons? Why should they listen to you? Why are they in YOUR audience? Why should they listen to YOU? What's your past relationship with them? How much credibility do you have?

With the setting, you're looking at the broader context of the message delivery. Are people in the right mindset to hear what you have to say? Are they stressed about other things? Are you using the right channel? The right words? The right tone?

Nationwide failed on both of these tests. When watching the Super Bowl, we expect to see commercials about the misuse of Doritos, about puppies and horses making us want to buy beer (okay, I still struggle with that connection), and about what happens when a Viagra drops into the gas tank of a Fiat (my personal favorite of the evening). We want to laugh, to be amused, to be entertained, and (maybe) to be informed about the actual product.

I can't say whether heads will roll at Nationwide, but the decision-makers need to do a better job of explaining how they dropped the ball on both audience AND setting. They certainly seemed to be blind to both.

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