By Kimberly Reyes (@CommDuCoeur)
Its the low-brow reality show thats captivated audiences across the country, earning record-high ratings among 12- to 34-year-olds. MTVs Jersey Shore follows the (often drunken) antics of eight Italian-American housemates vacationing in a summer share at Seaside Heights, NJ. Among them are Mike “The Situation Sorrentino, a womanizer with rock-hard abs dedicated to a routine of gym, tan, & laundry referred to as “GTL and Nicole “Snooki Polizzi, best known for her short stature, artificial skin color, and the unfortunate luck of being punched, both intentionally and unintentionally, every few episodes.
Believe it or not, this quirky cast of characters have not only taken pop culture by storm, but provide exemplary insight into how we can all become better marketers. The blockbuster program, which averages 6.9 million viewers in their key demographic, seems to have discovered a perfect potion for success, which I will attempt to outline here:
“After I have sex with a guy, I will rip their heads off.
These famous words, from the shows opening sequence, are uttered by Jenni “JWoww” Farley, the busty, abrasive party girl with a penchant for dangerously low-cut tops. Theres also Vincent “Vinny Guadagnino, the relatable mamas boy looking for love, and Paul “DJ Pauly D” DelVecchio, the resident comedian with the heavily-gelled coif. Although often stereotyped, each of Jersey Shores cast members possess unique characteristics that distinguish them from each other. Re-examine your brands. Do each of your brands have distinct “personalities that your consumers can easily recognize?
“I invented the poof.
One neednt resort to extensive research to come to the conclusion that Snooki Polizzi did not, in fact, invent her signature hairstyle. However, if a woman passed by sporting a half-updo teased about six inches high, chances are, Snooki is the first thing that comes to mind. Synecdoche is a powerful technique that allows for a partial image to symbolize a whole whether or not it is associated with your brand. Think about the strength of your logo, or the art on your website. Would your consumers be able to identify your brand if you remove any of its components?
“New Shore. Same Crazy.
So goes the tagline for promos of MTVs Jersey Shore Season 2¢‚Ç¨¬¶which actually took place in Miami. After returning to Seaside for Season 3, MTV confirmed rumors that the upcoming fourth season is scheduled to be taped in Italy. Despite the changing locales, viewers and fans can count on one thing: the same excessive drinking, fighting, tanning, and “smooshing as in previous seasons. Every now and then, brands reinvent their image: new logos, new spokespeople, new campaigns. But its important that despite the changing environments, we still remain true to our brand philosophy.
“Tan, guido, juicehead, gorilla, big sense of humor, likes to party, fist-pumps, frolics, isn’t a jerkoff, a dork at heart, smells good, pays for meals, nympho, likes pickles, takes on interest into my hobbies, very protective, not so serious, likes to sleep in.”
This is Snookis list of qualities that she looks for in an ideal mate. Do I have to stress the importance of having clear strategic marketing objectives?