Inside IKEA’s Marketing.

If you want to test out that hot new relationship of yours, taking him or her home to meet Mom may not be the answer. Instead, the true test of compatibility is buying something at IKEA, taking it home and (maybe) assembling it. Later, you can see how well you two do at Anger Management classes, the ER or while sharing a handful of Xanax.

This is why IKEA’s Flash masterpiece ‘Come Into The Closet’ makes me so crazy. The 5 minute spot brilliantly lures you into five different closets, from Pax Stordal’s 5th floor cool glass look to an urban party room with shimmering disco ball to a craft room so pretty-in-pink that it made me want to buy a glue gun. Almost immediately you begin to believe that all this detail and design is possible to achieve in your own home. You believe that you can twist and wind and pound those shelves into submission. You believe that because ‘prices are dropping’ you’re saving some money, too.

This then is the marketing genius of IKEA. They make you believe. They tease and tempt and convince you to give it one more try. You forget that the cost of the handyman you call for rescue plus the price of your stitches will pretty much wipe out the savings from IKEA’s sale prices.

But call me old-fashioned. Marketing has always been about dreams, possibility and what could be if only you use my product.

Do You Speak IKEA?

From a great site named Pigtown Design comes this additional peep inside IKEA marketing and naming:

• Sofas, coffee tables, bookshelves, media storage and doorknobs are named after places in Sweden (Klippan, Malmö)
• Beds, wardrobes and hall furniture after places in Norway; carpets after places in Denmark and dining tables and chairs after places in Finland.
• Bookcases are mainly occupations (Bonde, peasant farmer; Styrman, helmsman).
• Bathroom stuff is named after lakes and rivers.
• Kitchens are generally grammatical terms
• Kitchen utensils are spices, herbs, fish, fruits, berries, or functional words such as Skarpt (it means sharp, and it’s a knife).
• Chairs and desks are Swedish men’s names (Roger, Joel)
• Materials and curtains are women’s names.
• Children’s items are mammals, birds and adjectives (Ekorre is a set of children’s toy balls; it means squirrel)

Who wants to find out where Fartful and Jerker come from?

“I’m A Focus Group Moderator and I Approved Obama’s New TV Commercial.

As a veteran market researcher and focus group moderator, I usually can spot Projective Exercises like Perceptual Mind Maps or ‘Design Your Ideal Product’ techniques.  Sometimes smart ad agency creatives, if they’re not too engrossed in either the Merlot or the M & Ms in the viewing room, pluck verbatims from the groups and sneak them into television commercials. There are countless anecdotes about this – like the classic McDonald’s theme “You deserve a break today”, which supposedly emerged during a focus group in Chicago.

One of the reasons to conduct focus groups is the off-chance that an expressive respondent in Cleveland will blurt out something so right on and real that it can quickly be transformed into a tagline or campaign that resonates authenticity. Another reason is to further understand what’s polarizing about potential products — in this case, fully figure out how Obama can satisfy the wants, needs and hopes of Hillary supporters who continued to passionately plead the case clear through to the bitter-end of Puerto Rico and South Dakota. And then there’s grokking to the likely toolkit of Karl Rove-style tricks that are already being emailed 24/7.

The minute I saw Barack Obama’s new television commercial “The Country I Love” now slated to appear in some 18 states starting this month, I knew that market researchers everywhere were nodding. The spot is so tightly targeted even a marketing newbie can’t miss the strategic genius in this commercial. Every sentence and shot, from the very visible flag pin to the neighborhoods ‘devastated when steel plants closed’ is perfectly calculated to resoundingly answer those persistent questions. Not only is the ghost of Hillary most decidedly flickering about but so are other symbols of white America — like Barack’s mother and grandparents. Carefully designed to be warmly reassuring with its message of Heartland working class character and values, this spot is a classic example of smoothly going from Me Media to We Media.

Much of this affecting and effective 60 seconds is subliminal.  While it’s all about heading off the negatives, it never feels anything but positive.

I only wish I’d been the Moderator facilitating those Perceptual Mind Maps.

Here’s the full transcript: (video link above)

OBAMA: I’m Barack Obama.

America is a country of strong families and strong values. My life’s been blessed by both.

I was raised by a single mom and my grandparents. We didn’t have much money, but they taught me values straight from the Kansas heartland where they grew up. Accountability and self-reliance. Love of country. Working hard without making excuses. Treating your neighbor as you’d like to be treated. It’s what guided me as I worked my way up – taking jobs and loans to make it through college.

It’s what led me to pass up Wall Street jobs and go to Chicago instead, helping neighborhoods devastated when steel plants closed.

That’s why I passed laws moving people from welfare to work, cut taxes for working families and extended health care for wounded troops who’d been neglected.

I approved this message because I’ll never forget those values, and if I have the honor of taking the oath of office as President, it will be with a deep and abiding faith in the country I love.