Who’s Your Daddy?

It’s amazing what passes for marketing these days. It starts with data crunching and micro targeting. Once they have us in their sights, bring on the onslaught of annoying pop-up ads, mid-roll clips and unstoppable commercials.

As if forcing themselves on us will put us in the mood to buy.

Whatever happened to the art of seduction? It seems that everything is transactional, but not seductive. Without an emotional connection, we can’t be bothered. Data-driven decisions tend to choke out creativity and dumb down the message.

Alright Geico, we get it.

Now it’s all about content marketing. And here’s a great example.

Here’s my take. My favorite TV show isn’t an HBO blockbuster. It’s the latest season of Finding Your Roots on PBS.The show scours the family trees of American celebs, from Cyndi Lauper to David Duchovny. In the latest episode, the host reveals life-changing info to Julia Roberts…and it’s riveting. Her reactions are raw and unscripted. You can’t stop watching her story unfold ‘before your naked, steaming eyes’, to quote David Lee Roth. https://www.youtube.com/watch?v=8sXCRjTtHNU

I thought how this show is Ancestry.com brought to life. They appeal to the exact same fans! Watching superstars learn shocking truths about their family tree will inspire viewers to do the same. Finding Your Roots is the best possible endorsement for Ancestry.com. Surely, the top genealogy website is aligned with this show.

So, I went to Ancestry.com expecting to find a partnership with Finding Your Roots. But no. Barely a passing mention. Instead of incredible storytelling, the Ancestry site is solely dedicated to selling trial memberships. Just Buy Now.

Probably a data point that was missed by the vulture capitalist owners who recently bought Ancestry for $4.7 billion.  A big opportunity missed.

Beau Phillips is President of Rainmaker Media. 
He’s a creative marketing consultant, strategist and speaker.
Reach him at 203-256-9347   

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