Here is my attempt at a nano advertisement. Kerpen (2011) states that a nano advertising is an advert the only one person can answer. It is specific, personalised and targeted.
Nano advertisements are a development from the market segmentation model where you define your audience according to psychographics, demographics, behaviourists and geography. These are the people who will relate to your ad and, ultimately buy your products.
Well, nano advertisement takes that theory on step further by defining their audience as individuals.
Feasible? I would argue that it is unrealistic. Even in small business terms it is highly unlikely that they can keep up with the demands of targeting each and every one of their consumers.
In my opinion nano targeting can only work in one way and that is by targeting a few consumers and then making an example of them. Make the advertisement personalised, funny and light hearted, whilst also ensuring that everyone can understand the ad.
Through research I have found that KFC get a lot of negative feedback on their Facebook page. KFC should choose a post from a customer and form a reply that is funny and relatable. One of KFC's brand values is fun, so this approach would work entirely in KFC's favour. This however, probably would work for say, Smith and Caughey's.
Although Kerpen's Likeable Social Media made for an interesting read, I do think they make many assumptions e.g. company resources. Kerpen's frame of reference is based on his business dealings in New York- the epicentre of business and commerce.
However in little ol' Aotearoa, we simply don't have the company budgets nor the people power to fund such an enterprise. I think we can take Kerpen's philosophy and adapt them to how we do business is Aotearoa, without jumping in too deep.
