A Cat's Tale

Based on a True Story

I traveled to Target to pick up a strange, but much needed combination of items: ketchup, deodorant and cat food. On a busy holiday weekend, I soon realized how much I didn't want to be at the store, no less on the road with all of the crazy Floridian drivers. Could I wait to pick up ketchup? Sure. Should I wait to buy more deodorant? Probably not. Can my cat, Uno, motivate me to shop in 100 degrees? Yes, anything for him.

When you work in the ad industry, it's safe to say your brain doesn't quite work the same as all the others. As I'm standing in the cat food aisle, I'm watching an older woman stare at the wall of cat treats and I think to myself, "Ah, a fellow crazy cat lady." I start thinking of the decision making process one goes through when selecting just about anything for their cat. While acknowledging there's an age gap, I start asking myself what goes through my head when selecting cat treats for my cat. Are they healthy? Do they have a flavor I think he'll enjoy? What if something new bothers his stomach? I realize my thoughts likely echo hers.

Once she clears the aisle, I head over to the same section to browse the cat treats. I see a few I've tried in the past and Uno's beloved meat sticks. I grab the chicken flavor without hesitation and stare at the rest, admiring the packaging and all of the different styles. Keep in mind, I came to this section strictly just for cat food. I'm already adding more dollars to my purchase.

The next aisle has new Halloween themed cat toys. Any cat lover will tell you the options are slim pickings, maybe just a small section compared to what's available for dogs, yet we still find ourselves trying to find a sweet surprise for our furry angels. It didn't take long before I stumbled upon a vampire kicker toy. I'm sold and it didn't take very much.

I left Target with more than I originally came for and did not experience even a sliver of buyers remorse. In fact, as soon as I returned home, I greeted Uno and my boyfriend, ripped open his treats and sat down to give him the new kicker toy while I told my boyfriend about the new goodies I saw at the store.

You're probably wondering, "What does this have anything to do with advertising?" The answer is... everything. While storytelling is a major part of your brand, the customer's story should be a huge factor of why your products look, feel and sell the way they do. Put yourself in their shoes:

• How do they experience the decision making process?

• What questions do they ask?

• How are they exposed to your product? Through what channels?

• What are the triggers causing them to walk out of the store with more than they came for?

You're not selling me a cat toy, treat or can of food. You're selling an investment into my cat's health and happiness. You're selling me a priceless moment to spoil my cat who's had it rough before he found his forever home. Take time to really understand your consumer, your ads will be better and the treats will be tastier. Take it from Uno.