Marketing: It’s How You Frame The Shot
The other night, I was getting ready to turn off HGTV and do something productive when the preview for “My House is Worth What?” came on. Hey, that looks like New Mexico! Hey, that looks like my neighborhood! Sure enough they were reviewing a house two streets over from my ’50s flat-top faux adobe ranch.
Aside from the utter coolness of seeing my “Abq Uptown” neighborhood on television - the featured renovated house showed really well. Who wouldn’t be interested in such a great-looking home?
Well, here’s the thing - HGTV had to frame the exterior shot of the house very carefully…so you didn’t see the huge green Statue of Liberty and big globe with a screaming eagle in the front yard next door…which is right around the corner from ANOTHER house that has a similar statue and globe…All of which are lit up at night.
Now, I like the funk fun factor of the statues and globes - but I’m also really glad I don’t live next to them. And, I’d certainly never buy a house next to them.
So - what you showing or not showing in your marketing? Eventually people will see the reality. (And, they may think something is “fun” or creative but they won’t buy it.)
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July 8th, 2008 at 10:56 am
Geez… sure hope the conservatives aren’t watching HGTV - they might accuse the network of not being patriotic!
You’re right, though - business owners and marketers spend WAY too much time on covering stuff up and leaving stuff out - which is dangerous in a world that’s increasingly pushing for transparency.
July 8th, 2008 at 5:23 pm
Well, the conservatives would have to live in my neighborhood to know this (and we tend to lean toward liberal pinko tree-huggers around here…;-)
(There’s also usually a big flag - not on the flag pole today when I took the shot.)
July 9th, 2008 at 12:09 pm
[…] as she pointed out yesterday, how you frame the shot matters not only because showing people pretty pictures can entice them to […]