Metromix Memories, Part 1
In what has to be one of the most perfectly timed ad buys, a commercial for Detroit's version of Metromix came on the screen. I silently groaned to myself and resolved to be quiet for the next 30 seconds. It was late. I really didn't feel like having yet another discussion about psychographics and/or why it was that I despised Metromix with a passion.
The shocking thing is that I didn't have to hold those thoughts in. Within 5 seconds of this commercial coming on, one of my friends mentioned to no one in particular that Metromix was the web site that Kerry Doman loosely based After 5 Detroit on.
I continued to remain silent as this observation led to a 20 minute discussion about Ms. Doman, her web site and her latest venture of planning corporate events. During this conversation, the comments were almost universally positive about After 5 Detroit and its founder. No one mentioned Metromix again.
I should mention that all of those in the room were single and, with the exception of myself, everyone was between the ages of 21 - 34. This, by the way, is Metromix's target market.
To recap: the folks at Metromix spent a considerable amount of their money to produce and air a television commercial. The result of said commercial was to provoke a 20 minute discussion among members of their target market about how great one of their competitors is.
I guess this is why, even though Metromix has been making significant media buys for almost a year in the Detroit market, After 5 Detroit doesn't seem to be suffering at all. In fact, it turns out that After 5 Detroit is expanding their operations and hiring new staff members.
Somehow, I don't think this is was reaction that Metromix was hoping for when they spent all of that money.