We’ve all heard the saying: “When you assume, you make an ass out of u and me.” It’s a timeless truth, and in marketing, it’s a recipe for disaster. Making assumptions about your audience—what they want, what they care about, or even who they are—can lead to campaigns that backfire spectacularly.
Let’s not do that, please. Pretty please.
The Problem with Assumptions
Assumption-based marketing often happens when brands try to align with trending cultural narratives without fully understanding their audience. The danger lies in thinking that a vocal minority represents your entire customer base. This leads to decisions that may alienate your core audience or appear disingenuous to everyone else.
When brands prioritize trend-chasing over authenticity, the fallout can be brutal.
The Cost of Getting It Wrong
Bud Light’s Misstep
In 2023, Bud Light attempted to modernize its image by partnering with a high-profile influencer tied to the LGBTQ+ community. While inclusivity is admirable, the campaign missed the mark with Bud Light’s core demographic. The result? A sharp drop in sales and a PR nightmare that left the brand scrambling to rebuild trust.
Gillette’s Polarizing Campaign
Gillette’s campaign addressing toxic masculinity aimed to spark a meaningful conversation. Instead, it alienated a significant portion of their audience who felt unfairly criticized. The brand’s attempt to “challenge” its customers didn’t land as intended, leading to widespread backlash and declining sales.
These examples show what happens when brands assume their audience will align with their messaging without considering their core values or preferences.
Why Assumptions Hurt Your Marketing
When you assume, you’re taking shortcuts—and shortcuts don’t work in marketing. Bud Light and Gillette both fell into the trap of thinking they knew what their audiences wanted without digging deeper.
The issue lies in a lack of data and audience insight. Instead of crafting campaigns based on research and real connections, these brands relied on assumptions about what was trending or socially relevant. This disconnect is what drives audiences away.
How to Avoid Assumptions
If you don’t want to make an ass out of u and me, here’s what you need to focus on:
1. Do Your Research
Know your audience inside and out. Surveys, focus groups, and market analysis are your best friends. Who are your customers? What do they care about? What do they expect from your brand?
2. Stay Authentic
Chasing trends for the sake of relevance is risky. Instead, align your campaigns with your brand’s core values and your audience’s expectations. Authenticity always wins.
3. Test Before You Go Big
Run small tests to gauge reactions before rolling out a full-scale campaign. Testing can save you from costly mistakes and ensure your message resonates.
Marketing That Works
At its core, marketing is about connection. It’s about understanding your audience—not assuming you know them. When you take the time to listen, learn, and craft campaigns based on real data, you build trust and loyalty.
At Precision Digital Marketing, we specialize in helping brands avoid the assumption trap. We dig deep, analyze data, and create campaigns that truly resonate with your audience.
Ready to leave assumptions behind and start marketing smarter?
Shoot me an email - Aamir@precisiondigitalm.com
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