Although retirement is not a word in my vocabulary, I’ve been noticing all the tv ads designed to appeal to those taking the plunge.
There’s the whimsical Raymond James ad telling the story of the fastidious librarian Emily Skinner who lived to the age of 187 without running out of money.
Then there are the When I Grow Up ads from AARP which inspire viewers to realize that it’s never too late to try something new. Seniors wistfully describe their plans for rescuing old houses, running a marathon or becoming a teacher.
Charles Schwab takes a different approach. Using something called rotoscoping animation, the series seems to favor cranky clients who have been abused by other financial service companies.
The current Schwab ad may be the most curmudgeonly of the batch. It features a man who begins by saying (and I’m paraphrasing since I couldn’t bear to watch it once more), “Some financial planners seem to think retirement is a dream. It’s some magic number or beaches houses or vineyards.”
After ranting for a moment in this vein, he ends with, “A vineyard? Give me a break.”
When I hear that, I don’t think, “I’d better call Chuck.” My reaction is, “I’m glad I don’t know that guy.”
And that’s just fine. I’m not in the market for Schwab’s services, but that’s not the point here.
All three of these ads are designed to appeal not just to anyone thinking about retirement. They’re designed for a specific group of people who might be in the market for what they have to offer.
Who do you want to do business with? Make sure you’re speaking their language.
I totally agree with your comment on the Schwaab commercial…..I tend to stay away from anyone with that mentality — only those those who would say…’A vineyard…hmmmm. Interesting idea!’ are in my circle. I think that in this age demographic too….many people are too set in their ways and aren’t open to possibilities. I wonder if they ever were?
Thanks for your great writings!
I agree completely about the vineyard guy – sounds like he’s the first to rain on everyone’s parade. I also find it ironic because the Schwab commercials say something at the end along the lines of “Get Real with Chuck”…and they use animated characters. I’m not sure who they think they are going to attract for customers – but is sure isn’t me.
I loved the way you started out the article – that the word retirement isn’t in your vocabulary – excellent!
Bob
When I was working on this piece, I came across an article from an advertising blog that raved about the brilliance of the Schwab campaign. I believe the gist of it was that it captured perfectly the way people are talking these days. If so, I do not find that encouraging.
That blows me away that they think it captures the way people are talking. Anyone I’ve ever talked to about the commercial dislikes it. I guess maybe it all depends on who you talk to…or their research is faulty…
Bob
Thanks for the laugh – and I completely agree. Unfortunately, there’s a world full of people who think – can’t and a world full of people who think – why not. I agree that they are all targeting specific markets but honestly, I don’t think any of them have what it takes to make me think they really care about my hopes and dreams. Marketing without anything to back it up is wasted on people who know the difference. Amazing, caring, engaged customer service is an incredible experience and in my experience none of these types of organizations can deliver it.