TARGET AUDIENCE & PREFERENCES
The Bubble Club
JoAnna Bennett, O’Brien Communications Group
6 February 2020
Have you ever started to read a book and couldn’t finish it? Or maybe you started watching a new television series and didn’t get into it. In those cases, I’ll fall asleep or find a reason to stare at my phone. It’s easy to blame the book or the show. “It was boring.” “It didn’t keep my attention.” But perhaps you’re not the target audience.
Everyone Won’t Like Everything
Bob Clarkson inherited his father’s laundromat, The Bubble Club, last fall. After renovating the interior and purchasing new machines, he was ready to create a new logo for it. Bob was the first of the Clarksons to graduate from college. He was also the first one to buy a house outside of his old neighborhood. But he could never recreate the feeling he got when he stepped foot in that laundromat.
Maybe it was the twelve driers running at the same time. If you listened carefully, you could hear the beat from A Milli by Lil Wayne. Or maybe it was the smell of six different laundry detergents doing their jobs at the same time. It was probably the people. They’d seen little Bobby running in and out of those glass double doors often – especially in the summer months. He was the only boy in the neighborhood who always had his nose in a new book instead of a video game. He was Mr. Clarkson’s pride and joy.
Bob called the designer to whom he’d been referred for the new logo. They chatted for an hour about the history of The Bubble Club, what it meant to the old neighborhood, and the people who were its regular customers. Bob was excited to see how the new logo would look.
The designer developed three variations of the new logo, and Bob fell in love with them all. He didn’t think he could choose one. So, he decided to ask his friends, some family members, and his co-workers for their opinions. After gathering their input, he shared it with the designer and asked him to make a few changes. The result was just okay in Bob’s estimation, but he didn’t know why. And he didn’t want to ask the designer to make any more changes. So, he accepted it as it was.
But just okay wasn’t okay with the designer. He believed in Bob’s passion for The Bubble Club. But when Bob requested the changes, it seemed as if their phone conversation never happened. Bob’s follow-up input directly contradicted things he’d said on the phone when he told the designer he wanted the logo to have a mom and pop feel. After incorporating the changes from Bob’s friends, family members, and co-workers, the logo lacked any distinct style, personality, or identity. The designer felt so strongly about what had happened that he called Bob and asked him what had changed and why. Bob was grateful for what the designer had to say. They agreed to use one of the original options.
The Moral of the Story
There is no logo that will be everyone’s cup of tea. We all have different preferences, experiences, and perceptions. But in the world of books, TV shows, or logos, just because it doesn’t sit right with you, it doesn’t mean it won’t sit right with the members of its target audience.
You don’t need to like everything. Your prospects do. The fact that you don’t like something doesn’t mean no one else will.
One man’s no is another man’s yes.