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The Cialis Dance Disaster | Mary Biever | One Writing Mother

The Cialis Dance Disaster

Huh?photo © 2007 Goddess Adrasteia | more info (via: Wylio)
Several years ago, I watched a dance disaster with a children’s talent show. A video glitched that was to be the background to a group of fourth grade girls dancing. The girls were going to dance a “Rise and Shine” tribute to Marcia Yockey, a beloved, infamous lady who used to forecast the weather in Evansville, Indiana. The girls were going to sing and dance to “Rise and Shine” while old footage of Marsha’s weather forecasts showed on the screen behind them.

Marcia was a character unto herself, making her forecasts as much entertainment as information. Legend has it she once quit a TV station and went to another because she didn’t like the old station’s new theme song.

A funny thing happened on the way to the performance. The video glitched. As the girls started to dance and sing, a Cialis commercial aired without the sound. So we heard “Rise and Shine” just as the Cialis logo appeared on the screen. The adults in the audience struggled to maintain their composure. The girls dancing spun around, and you could tell they were puzzled by the screen and kept going. Thank God they were too young to know what Cialis treats and how their lyrics conjured all kinds of images never intended.

Businesses can learn from the Cialis Dance Disaster. How many times is a business marketing, getting its message out without realizing what’s going on the screen behind them, that their audience customers see but they don’t? Do they know what’s being Tweeted about their products?

Take it a step further. Does that business understand its customers well enough to really engage with them? Those girls didn’t know what Cialis was, but the audience did. What happens if a business talks iCarly, but their customers are more familiar with Hannah Montana, Happy Days, or – dusting off the cobwebs – Family Affair? What if a business’s client base includes multiple demographics? Do they tailor their message and their communication message to each?

Or are they still old school one message fits all let the dollars roll in?

Businesses who market old school in the new social world run the risk of being like the girls dancing “Rise and Shine,” while their customers laugh and then walk next door to the competitor who integrates marketing efforts to reach clients where they already are.


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