• by March 30, 2005

By Jane Lacher

What I do for a living is very simple. I study human nature in order to sell things more effectively to people. In this pursuit, I use several techniques, such as inviting myself into people's homes to raid their refrigerators, peeking in their bathroom cabinets, and asking them to let me watch them as they go through their mail or watch tv. My hope is that I will uncover some nugget of truth that will help me and help my clients make a lasting and effective connection with the consumer in question.

On some days this can simply be boiled down to, "my job is to find ways to get you to notice and respond to ads" or put another way, "where else can I put an advertising message that will make a meaningful and lasting connection with the consumer?"

This may not be the most noble of professions. I am not curing cancer; that is what my father does. But I do believe that ultimately, I am helping to make your life a little better. I know there are people who think that what I do is reprehensible. They are quick to tell me how annoying some ad was and how irritated they are by seeing ads in elevators and urinals. But let's face it, we all consume in some way or another and a fundamental part of consumption is knowing what to consume. Now, someone could argue that "word of mouth" is all you need, but unless you are really connected and have a lot of experimental friends, this can be a very inefficient method. That is where my fellow marketing compatriots and I come into play.

We are not in the business of wasting the consumer's time; everyone knows that the consumer's time is a precious commodity. Our intent is not to blanket the world with worthless information in intimate places that have been auctioned off to the highest bidder. To the contrary, our intent is to intellectualize the sell, make smart connections, and give the consumer what they want. Imagine if we didn't study the consumers' habits and apply our vast knowledge of likes and dislikes  advertising would run amok. Messages would appear willy-nilly with no tangible application; the consumer would be forced to wade through a morass of information.

The truth of the matter is that we have not yet even begun to tap into the many opportunities available to make a lasting connection. Think about all the places that are currently without media messages and are just crying out for the right media vehicle. These are areas that could benefit from some of the smart synergies we in the marketing business attempt to achieve. For example, for the traveler, the security lines at airports are an excellent opportunity to convey targeted messages. A few strategically placed tvs might be a welcome diversion. A loop could run demonstrating what you need to do when you get to the x-ray machine. Marketers and concessions in the airport food court could sponsor the entire thing.

What about new parents? There are several communication areas that are still untapped here. How often has a new mom or dad left home on a rainy day without an umbrella because the weather on "Sesame Street" is always sunny? Wouldn't it be nice to have the cnn news ticker run along children's shows that air in the morning, or if not the news, at least the weather and traffic updates? And what about the inside flaps of diapers? This is an excellent media vehicle for kids' juices or "drink milk" messages. It would also help remind new parents to rehydrate their kids.

Then there are untapped seasonal opportunities, such as the unused ad space on the bags urban dwellers use to dispose of their Christmas trees. A smart mop or broom product could easily own this sensible media contact point.

These are the things I think about after I have left someone's home. I am no sooner out the door, than I am thinking about ways to bring my client into that person's life in useful and informative ways. So for all of you who pooh-poohed advertising in elevators, think about the alternative: You may have to talk to your fellow man or woman on the ride up to the office. Or what about that awkward moment in the urinal? Strategically placed messages keep your eyes peeled in the right direction at least.

Jane Lacher is vice president, director of research and consumer context planning, at MediaVest, New York. (jane.lacher@mediavestww.com)