Brannigan of the Month - September 2019
AUDIENCES ARE… AUDIENCES AREN’T
WE GIVE BOTH SIDES OF THE ARGUMENT AS TO WHETHER WE’VE BEEN MISUSING THE TERM “AUDIENCES”. WHERE DO YOU STAND?
GLASS HALF FULL
Okay, we may not be (always) creating appointment-to-view television or the next big West End musical. We’re trying to find people when they are browsing, searching, stumbling. Thinking of them as audiences is maybe what Tim Smit, founder of the Eden Project, calls a future-truth. We’d like them to be attentive, so plan like they will be, and it might happen. And anyway, some of the best brand work has actually been something people have climbed over themselves to buy tickets for. Future-truth.
GLASS HALF EMPTY
Can we stop talking about *audiences*? No one is buying a ticket, pulling up a chair, and craning their necks to see our stories. It’s fuelling the misapprehension with clients that their brand is about to step on stage to a crowd that’s clamouring for the next performance. Apart from the obvious narcissism in a world where 89% of marketing isn’t remembered at all, it’s probably adding to the fingernail-chewing stage-fright of many brands. We gotta hussle to whip up interest, like a struggling comic doing naked handstands outside the Gilded Balloon.