Setting the Ad Geek Aside

Being involved in the Ypulse Youth Advisory Board has given me an opportunity to create the "Our Side of the Screen" series, where I write about youth-targeted campaigns.  Since Ypulse is aimed at marketers who talk to ages 8-24, I try to express my reactions to the campaigns from a consumer standpoint, not an ad geek.  To be honest, it's really hard.

I started writing a post about Skittles.com this morning, and I had a tougher time than ever separating my consumer self from my marketing self.  What's that quote about not seeing the forest for the leaves?  The leaves of "OMG they didn't register @skittles_com and @skittlescandy" are blocking my view of the consumer experience.  Is this giving me the information I need?  How does it affect my perception of the brand?  Will I think about it next time I'm in the Target check-out staring at the gum--and not "I wonder if their sales have been impacted by the blog buzz?" but "Mmm, I like Skittles and should buy some"?  Well, I thi--OMG look, Flickr search!

I'm not saying that my own reaction is even close to a substitute for account planning research and analysis, and I don't want to even hint that my impressions are representative of my peer group's.  Article upon article has been written about the importance of putting aside our own biases and mindsets to create campaigns based on our targets' needs, and I could give you dozens of testimonies on the merits of planning research.  But we get so caught up in taking ourselves out of the equation that it almost becomes impossible to put ourselves back in.  

Erin challenged us to expand our horizons with media and events we wouldn't normally experience.  I'm challenging us to explore these experiences with a consumer's eye once in a while.  Not your target's or your agency's, but your own.  It will keep you grounded--not to mention help your sanity.  Now I'm gonna go re-visit Skittles.com as Libby the candy fan, not a researcher or media analyst.