A Wren Says

Fear was triggered by something that seemed innocent: Let’s all work together to find lost dogs.

When the ad Ring’s Search Party debuted during the Super Bowl an ad, many people got concerned. The very thing that they brought to their homes to protect their families could become a mass surveillance tool and threaten the sense of peace they thought they had. Or maybe their neighbor’s camera, which they have no control over.

You can read more on the backlash and how the company responded. But that’s not what I’m doing here. This is a reminder to read the room.

When you debut a product, or in the case of Ring market one that already exists, you have think about how the market will respond. That includes thinking about the benefits you can provide. It also includes the current culture and climate. I think Ring got so focused on cute dogs that no one in the room thought about the other side. People care about their dogs, but they also have increasing fears about AI or growing distrust in the government. Releasing a product that uses AI for essentially mass surveillance in a climate where people are weary of mass surveillance requires more tact. You have to address those concerns.

As you think your marketing strategy, take notice of the social trends. What is the general sentiment? What are the major issues that people are feeling? And how can you take that approach to make your products and communications better for their lives?