Maybe it’s because we are the target market for the network nightly news. Maybe it’s because of our age and experience. Whatever the reason, I am currently enamored with two Fidelity commercials that are running on NBC Nightly News. Maybe you’ve seen them, too. If you want to view the ads just click on the title of each one.
“Every Someday Needs A Plan” A successful career starts with a good-luck-on-the-first-day stapler. As you climb up the corporate ladder, make sure you’re properly prepared for retirement with Fidelity Investments.
“The Future is the Present” A woman reflects on her journey through life from graduation, to getting married and having kids to losing a parent and watching her own kids grow up, and how Fidelity Investments was there through it all, because she realized her future was actually the present.
Both ads center around a woman who starts life like many of us did back in the 1970s–college graduation, new job, marriage. Fast forward through her life. Retirement after a successful career in one ad; college graduation for daughter in the other one.
The concept in both ads is that you will live your life and you will come to an ending. End of career, end of raising a child. What do you have planned for the next step? Will you have the financial resources? Fidelity Investments has the answers. Or so the ads imply.
It’s the kind of marketing I like. Is it effective? I don’t know. When I was 25, did I know where I wanted to go and what I wanted when I got there. In other words, did I know I wanted to retire after a successful career? Did I know I would want to pay for my daughter’s (who hadn’t been born) college education? At age 62 I can look back and say, “yes, that’s what I want.” A bit late to need an investment company, though, to build the funds to do those things.
Are young women seeing these ads and feeling compelled to build an investment fund to do the things these women in the ads accomplish? I was fortunate to work for a company that paid into a good pension fund that I was able to access for education. Then I worked in education under a labor contract that provided a pension and allowed for an annuity.
Again, at 62 I see how fortunate all of that was to the life I have now. So, the ads appeal to me. How do they appeal to 30 somethings?