Welcome to a new week! We hope your January is winding down nicely and your February marketing plans are at least drafted. Let’s get into customized consumer ad content.

Brands are Niching Down to Go Big

Niche audiences and localized content are the current advertising trend. Craft brewery Dogfish Head bought a $7,000 30-second spot during the Super Bowl to air exclusively in the Delmarva (Delaware, Maryland, Virginia) to and highlight the brand’s partnership with Tudor Games and their Electric Football game, specifically. Also focusing on an ultra-specific sect of their consumer base, Horizon Sports & Entertainment, InsideOut Sports & Entertainment and the Hard Rock Hotel have joined forces to host a pickleball tournament in Hollywood, Florida. 

This speaks to a broader trend we’re seeing in advertising—the “one-size-fits-all” big brand advertising moments like television commercials and billboards are losing their luster relative to the more deeply targeted campaigns—particularly when it comes to reaching Gen Z. After all, Tarte did just invest heavily in a branded trip for content creators, knowing what would resonate with their target demographic.

And Gen Z isn’t the only demographic where this works. Just look at L’Oreal’s recent campaign targeting women over 40—by using influencers over 40 to deliver personal, authentic ads. Consumers trust, and buy from, authentic brands who truly understand their needs. Adobe’s 2022 Trust Report found 57% of consumers "would stop buying from a brand following a breach in trust." And what better way to build trust than by joining forces with people from your customer demographic?

It’s always smart to find where your audience is and meet them there. It’s even smarter to do it in a big way. All-in, bespoke campaigns for specific marketing segments are the ways to win with an increasingly savvy and value(s)-driven consumer base. The numbers aren’t in on the success of Dogfish Head, Horizon, and L’Oreal’s initiatives as of yet, but there’s a reason they’re all taking a similar approach.

Around the Web

• News publishers like WaPo are turning to TikTok to reach younger demographics.

• 54% of small business owners worry about acquiring new customers in 2023.

• Heinz Ketchup has been waiting 57 years for Super Bowl LVII.

• 60% of brands will increase SMS budgets in 2023—expect a text.

• Q1 ad revenue is falling short of forecasts, publishers say.

Just Can't Get Enough

Side hustles: lawyers, nurses, and more know the benefits of diversifying revenue streams. In this economy, everyone hustles on the side.

• Lawyer Paige makes informational videos about the law (not legal advice!), plus random topics like hair care and hot toddies.

• Recently-retired ER nurse Danielle Bryant is the Multiple Streams Queen because of her many side-hustles.

• Licensed professional counselor Therapy Jeff recently went viral for his video about manipulative partners gaslighting people about their needs, but he also sells graphic tees.

Is marketing your full-time job, but you have your own side hustle? Are you using your marketing skills to promote it? Reply and tell us about it!

Thanks for joining us, and we’ll see you Wednesday!