When Jersey Shore first hit the airwaves and became wildly popular, I distinctly remember a conversation here at the agency about how and why this new reality show was exploding into the powerhouse that it has become.
The discussion involved trends, both entertainment and economic wise. We discussed how The Hills grew to be successful in a period of prosperous economic times. The show paralleled a lavish and extravagant lifestyle that seemed attainable for so long for so many (against all odds).
Then we talked about how Jersey Shore was The Hills of the new era, appealing to the masses because it speaks to the working class, “common” folk. The over-tanned, over-juiced cast of characters is relatable in spite of itself, and the country traded coveting daddy-funded trips to Cabo and $2,000 hair extensions for all-night beer parties and Snooki’s poof. There was a great analysis along these same lines this week on Slate.com, in fact.
So as marketers, why and how does this consumer behavior matter? What does the shift to Jersey Shore mean for your business?
The answer is simple. Messaging needs to cater to current economic trends, just like reality programming. Consumers are interested in what seems relatable and attainable. In booming times, luxury sells, but in times of recession and recovery, reality comes back into view.
And although Jersey Shore is relevant in terms of marketing, by no means should one find it necessary to partake in the fist pump or preach the practices of GTL.
