It\u2019s clear to everyone else that it did <\/em>fail, though. Spectacularly. As reported by The New York Time<\/a>s, Peloton\u2019s stock even fell nine percent <\/em>after the ad aired. <\/p>\n\n\n\n There are several lessons we can glean from that failure. <\/p>\n\n\n\n From the moment the ad first went live, one thing was abundantly clear: Although Peloton makes incredibly high-quality exercise products, they\u2019ve only a middling understanding of their audience. One user’s commentary on Twitter best sums this up.<\/p>\n\n\n\n \u201cI am one of those weirdos who got a Peleton for Christmas from my husband and I love it,\u201d writes Joanna Schroeder<\/a>. \u201cI hate this ad so much it hurts…I\u2019m the target demo and I agree with you that this is the beginning of a Black Mirror Episode.\u201d <\/p>\n\n\n\n If the ad doesn’t resonate with the kind of people it aims to portray, then who exactly is its target audience?<\/p>\n\n\n\n Whether you\u2019re paying out for a television spot or planning a social campaign, you need to understand your target demographic. Not just their age and income bracket, but who they are as people. <\/em>In the case of the ad, Peloton clearly didn\u2019t.<\/p>\n\n\n\n Everyone fumbles every now and then. We\u2019ve all been responsible for an ill-conceived advertisement or social post. And those of us who haven\u2019t probably will be <\/em>eventually.<\/p>\n\n\n\n In such a scenario, the best thing to do would be to apologize, take the criticism of your audience to heart, and endeavor to do better next time. This is not the route Peloton chose. Instead, the company dug in its heels, insisting that the problem was not with their marketing team, but with the audience.<\/em><\/p>\n\n\n\n \u201cWe constantly hear from our members how their lives have been meaningfully and positively impacted after purchasing or being gifted a Peloton Bike or Tread, often in ways that surprise them,\u201d explained a company spokesperson in an email to CNBC<\/a>.\u00a0 \u201cOur holiday spot was created to celebrate that fitness and wellness journey. <\/p>\n\n\n\n While we\u2019re disappointed in how some have misinterpreted this commercial, we are encouraged by \u2014 and grateful for \u2014 the outpouring of support we\u2019ve received from those who understand what we were trying to communicate.\u201d<\/p>\n\n\n\nUnderstand Your Audience<\/h2>\n\n\n\n
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When You Make A Mistake, Own Up To It<\/h2>\n\n\n\n