As the Millennial population has emerged as the largest generation, marketers from all industries are trying to figure out how to market to them. There’s no shortage of books, articles, guides, and posts outlining the best pathway to connect with Gen Y. And yet, many marketers struggle with the best ways in which to connect with these young consumers.
At various times throughout this year, this blog has discussed this issue, especially while we were in the process of conducting “The Millennial Project” – a group public radio effort spearheaded by PRPD. That study eschewed data, and instead focused on ethnographic interviews of a dozen young public radio listeners.
It was a fascinating study, and a reminder to all of us involved in radio programming and marketing that the myths, and broad generalizations about any group of people – whether they’re defined by their gender, their ethnicity, or their age group is both dangerous and irresponsible.
And we heard that type of feedback from our Millennial MRP respondents. While they didn’t mind the label, many took exception to the stereotypes older folks unfairly assign to their generation.
All of that came to mind when former Jacobs consultant Chris Crowley – now expertly programming Entercom’s KGON/Portland – sent me this new Motel 6 :30radio commercial. It’s voiced by long-time, folksy spokesman Tom Bodett. Here’s how they’re approaching going after Millennials:
https://audioboom.com/posts/5551957-motel-6-millennials
So, how does this approach go over with real Millennials? Does humor and sarcasm “print” with them? What about all that Millennial slang? And do they even know who Tom Bodett is?
But without paying for a focus group to answer theses questions, where do you go to reach a sizable group of Millennials? For me, the problem was solved by simply walking down the hall to the jācapps end of the building. Most of our mobile app employees are, in fact, Millennials. And it wasn’t hard to find a great sample of bright, opinionated, and thoughtful young people.
Here’s what they had to say about this Motel 6 spot:
Alena Annarelli – Sales & marketing intern
I understand what they’re trying to convey in this ad, but as a “Millennial,” I get tired of businesses saying the only way they can relate to our generation and seem current is through the use of slang.
I would be more inclined to stay at a Motel 6 if they focused on highlighting their lower prices, room sizes, and trendy/technologically current amenities they have in the rooms and motel since most of the people in my generation are in debt from college, without a full-time job.
Beth Ayers – Director, Business Development
Lame!
Not only did I have to Google half of the slang terms this Tom Bodett (?) character used in the commercial, I didn’t see how any person (Millennial or not) would find value in the Motel 6 chain from this ad.
Since when is it “hip” to have “contemporary floors” or “flat screen TV’s”?
What would’ve been better for the brand to do is focus on how they make doing business with them easier on me. They have an entire My6 program that incorporates features like quick social sign in, exclusive member only deals, and even have preferred rates for logged in app users!
Jeff Arcel – Senior Web Application Developer
Didn’t know who Tom Bodett was/is. But I get it, it’s funny to hear someone not “of the generation” use slang and I see why they do it.
Even though at 33 I’m one of the oldest millennials and I don’t feel like I’d sound any more convincing using that sort of slang.
Eric Carter – Mobile Developer
I enjoyed it quite a bit. I think it works.
I personally don’t use some of the terms used in the commercial but i have/ know people who use them in everyday language… (It took me a while to understand them all and I like it.)
It more than modernized the motel 6 commercials that I used to hear growing up.
Kate Coyle-Levy – VP of Software Development
I’m slightly past the Millennial age range… but my reaction is it isn’t clever enough to be funny.
While I get the tongue in check language, the delivery loses me. I don’t hate it but I also wouldn’t tell my friends about it.
Chelsea DuFour – Client Services Manager/Developer
I understand the direction the advertisement is taking, and how it could appeal to a certain demographic, however I was not enticed by it.
I don’t use the majority of the slang (heard in the commercial) in my vernacular and found it to be annoying. To be honest though, I dislike the association with Millennials because of the increasingly negative connotations with the generation.
I don’t feel like I relate to most Millennials, and didn’t feel like I could relate to the commercial in a way that would make me seek out a Motel 6.
Christina Lee – Client Services Specialist
In regard to Motel 6’s Millennial campaign, I found the commercial pretty hilarious in a corny parent kind of way.
Some of the terminology was a little outdated but, Tom Bodett’s voice put a new twist on certain phrases.
Speaking of Tom Bodett, I had no idea who the voice behind Motel 6’s ‘We’ll leave the light on for you’ was until today! Finally putting a face to the voice — Lit AF!
Kelsey Neveu – Graphic Designer
I don’t think this campaign works at all. A majority of the words he’s using are rarely used in an actual conversation and typically used solely in text messaging.
Honestly, because of all the slang he’s using, it totally distracts from the actual message of the advertisement. If anything, this campaign tends to insult the Millennial generation rather than get them to stay at Motel 6.
Also, who’s Tom Bodett??
Kyle Strait – Mobile Developer
For luring in the business of Millennials, I’d say no it doesn’t work. Millennial slang coming from someone that’s older than a Millennial doesn’t appeal to them.
It borders on cringeworthy.
I’m only aware of Tom Bodett from hearing other Motel 6 ads/commercials.
Paige Templeton – Lead UX + Project Management
I like commercials that poke fun at current culture trends so this made me chuckle.
Sadly, I do not know who Tom Bodett is.
Nathan Turner – Director of Product Development
I didn’t get all of the Millennial lingo, but thought it was a pretty clever spot.
I only know of Tom Bodett to be the voice of Motel 6.
Leah Watt – Web Application Developer
To be honest, I’m really not familiar with much of the lingo in the advertisement, although I’m not technically a Millennial.
That being said, it sounds like language that is used more frequently by the younger members of the generation (today’s teens, as opposed to 20-somethings), who aren’t necessarily in the market for hotel rooms.
The ad itself is fairly amusing and therefore catchy enough; I’m just not sure they’re catching the attention of their target audience.
So, there you have it.
A dozen Millennials. A dozen opinions.
And while there is some commonality, it’s not hard to get the sense that Motel 6’s approach struck their target (assuming it IS Millennials) in many different ways.
And that’s the point.
Millennials are a diverse generation (just like Boomers and Xers), and can’t be pigeon-holed or stereotyped. After the three ethnographic studies we’ve conducted in the past decade – but especially this newest Millennial Project for public radio – I’m convinced that “Generational Generalization” as I’ve come to call it is one of the dumbest things we can do as marketers.
Or maybe the lamest.
BTW who’s Tom Bodett?
He’s an author, voice actor, and radio host. He’s been part of the panel on NPR’s “Wait Wait…Don’t Tell Me!” and has been the voice of Motel 6 commercials for more than three decades. His tag line on those spots has become iconic: “I’m Tom Bodett for Motel 6, and we’ll leave the light on for you.”
And he’s a graduate of my alma mater, Michigan State.
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Jay Cresswell says
Fred – I don’t think the ad is aimed at Millennials at all. All us Baby Boomers can talk about the last 3 days is the hilarious Motel 6 spot. One of my younger co-workers asked me if I knew what “AF” meant in the spot. It’s just part of their overall branding to be clever, even corny. This works. And it has achieved its goal – we’re all talking about “the Motel 6 commercial” for the first time in forever. I don’t know if it will sell hotel rooms, but it has achieved heightened brand awareness.
Fred Jacobs says
Jay, you may be right. Although it’s interesting that none of our Millennials picked up on that (nor did I). Listening to Tom Bodett stumble around Millennial slang has elements of humor, but the lack of clarity strikes me as a problem. Curious what others think.
Jim Alkon says
Great column Fred. And great to hear from “real people” Millennials describing how they feel, rather than just seeing a survey list of characteristics generally associated with a group of some 80 million people. I get tired of being labeled as “self-assured,” “competitive,” “mentally focused” and “disciplined” just because I’m a Baby Boomer.
Fred Jacobs says
Yup, the “Generational Generalizing” wasn’t fun in 1970 either, Jim. Thanks.
Steve Edelman says
Great column. I thought your Motel 6 posting was “dead on”. Yes, I’m from the Boomer generation and know who Tom Bodette is. I always thought his folksy approach created great branding for Motel 6. But the spot you presented, tried too be too clever and ended up talking down to its audience. Tom sounded like a senior citizen trying to be hip and mocking rather than being empathetic with his audience. From what I’ve seen, Millennials actually don’t like being called Millennials or singled out as a group. They would rather have their special needs/attributes addressed, like love of technology, feeling of financial uncertainty, and love of interacting with automated things that can reduce their need for face-to-face interactions.
Could it be the ad was actually aimed at Boomers and intentionally treated Millennials comically, in an attempt to resonate with Boomers?
Fred Jacobs says
Other commenters are asking whether it’s actually aimed at Boomers. The fact that no one is sure probably isn’t a good sign. Thanks for the observations, Steve.
Tim Cawley says
I also doubt that this was specifically aimed at millennials. But, whoever it was, all that really matters is getting the listener to remember the copy points. Motel 6 has been pumping out spots like this for decades. They must be working. This is just one of hundreds of attempts to be humorous and memorable. However, it WOULD be nice to know who they were targeting…
Fred Jacobs says
As someone mentioned earlier in this comment string, the fact is we’re all talking about Motel 6. And that’s got to be a big part of the goal, too.
Debbie says
Yep
Thom Mandel says
Outside of this blog, I have not heard this spot. Where is it airing? In the past, I’ve only heard Motel 6 air their spots in network clearances only. That doesn’t strike me as a good place to reach millennial aged consumers. Whether the script is clever or not is immaterial if they don’t change their marketing plan.
Fred Jacobs says
Not sure where it’s scheduled or when. And as you can from various comments, some people don’t think it’s aimed at Millennials.
Gene Gates says
Great engagement on this post. You did a great job of starting an interesting conversation!
I too feel like it is aimed at older people who make fun of Millennials, as opposed to actually trying to attract Millennials.
Fred Jacobs says
Could be, Gene. Thanks for the comment. After all these years of coaching morning shows, I’m finally figuring out how to write blog posts that stimulate comments (but the phones are slow. 🙂 ).
Debbie says
Nice work
Screamin says
Motel 6 ads have always been tounge and cheeky. And used to grab the listener. In everyday life we all at one time or another have used a Motel reference. Like Soup is to Campbell’s
Leave the Light on with always be associated with Motel 6 and no other Motel at any age. Great read to any generation
Fred Jacobs says
Thanks for that, Scott.
Debbie says
Nice work.
Ron Smith says
Agree completely with Jay Creswell. This is not aimed at Millennials or Tom Bodett would not be doing it. It’s a clever spoof that appeals to those already comfortable with Motel 6– Baby Boomers. Leave it lit, guys. I’m loving it.
Fred Jacobs says
Ron, Jay may have it right – or not. But whatever the case, the spot is generating buzz. Thanks for the comment.
Bob Bellin says
I’m inclined to agree with those who say this isn’t really aimed at Millennials – and maybe that’s why I thought it was so funny.
I also thought that the millennial response was almost an audio Rorschach test. IMO, some of the respondents seemed to have a hard time discerning that this wasn’t meant to be taken seriously and that it wasn’t really a straight on attempt to communicate with them using their own slang. The comment about this lingo being more typically used in slang than conversation brought that home for me.
FWIW, I got the AF reference right away and in this age of Boomers and Xers being told how to deal with millennials, here’s a piece of advice for them: the incongruity of the VO and the slang didn’t miss the point, it WAS the point and the being able to laugh at yourself will always serve you well.
Fred Jacobs says
OK, based on some of these comments, I’d better start laughing at myself. 🙂
Joe Geoffrey says
Here’s “the news”, BBDO’s Chief Creative LOVES radio.
https://www.adweek.com/creativity/30-years-later-motel-6-and-tom-bodett-are-still-cranking-out-the-worlds-best-radio-ads/
Who else can say “AF” on the radio in a benefit statement and get people to smile. Well done Richard’s Group and Tom Bodett.
Tom had a presentation about “target markets” at an RAB conference many, many years ago; stating that a moose in Alaska knows when it’s hunting season and has a target on its’ back. It’s best when your market doesn’t think it’s “the season”.
Fred Jacobs says
Joe, thanks for the great comment and the insights in Motel 6’s strategy and Tom’s great contributions to the campaign.
Craig Jones says
I am a 44 year old father of four. Two of them are teenagers and I can promise you that commercial was targeting me, not the millenials. Especially since my demo travels the interstate with the family all of the time staying at value hotels. I laughed myself silly because I hear those words in my house. Tom Bodette and I are sharing the awkward “dork dad” moment of trying to relate. Radio gold right there. But someone definitely needs to tell him what Low AF means!
Fred Jacobs says
Thanks, Craig. Appreciate the perspective.
Harvey Kojan says
Just had a chance to read this. Don’t mean to “pile on,” but — as most commenters have already pointed out — this spot doesn’t target millennials. It pokes fun at the ridiculous idea of trying to do so. Tom makes that very clear at the start. It’s a spoof. You’re supposed to laugh at Tom … or, really, laugh at the writers’ (intentionally) lame attempt to make “boomer” Tom sound “hip.”
Oh, and I bet the agency agrees with the ultimate message of your post, Fred!
Fred Jacobs says
Oh, you love piling on! Thanks for the instructional comment, Harve.
Geary Morrill says
When one considers memorability (attention) is one of the first objectives to be achieved in any ad, I’d say they are getting their money’s worth with this one.
Fred Jacobs says
And then some. Thanks to my obviously misdirected “take” on the campaign, it looks like Motel 6 has made a lot of noise. Thanks, Geary.
Marc Rettus says
I’m a geezer, and I picked up on what I perceived to be mockery immediately.
Presumably, a company or corporation should know its core customer.
A 411. (Wow, did I just write that?) While I’m a “budget motel” kind of guy, I have stayed at a Motel 6 exactly two times. The first time, I remember having to pay extra if I actually wanted to watch the TV in my room.
Marc Rettus says
I forgot to mention that from 1982 to 1995, I stayed in motels roughly 25 nights a year.
Fred Jacobs says
Marc, thanks for the update. Let us know if any of these bills get to the floor. It’s a fascinating project.
Marc Rettus says
Huh???
Mary Prevost says
it’s sad that Tom Bodett and NPR are targeting a group that might not be aware of the poor reputation Motel 6 has in the community as well as in the hotel industry.
And I’m offended that your article is “how good is this marketing?” rather than “Is this ethical marketing?”
Motel 6 was designated the worst popular hotel chain in the country in 2018 by the American Consumer Satisfaction Index, staying the worst since 2017. https://www.rd.com/culture/worst-hotel-chains/
And Consumer Affairs has rated it a 1.5 stars out of 5 stars highlighting the bedbug infestations,filth and crime rampant in this motel chain across the US.
Fred Jacobs says
Ethics and marketing- perhaps it’s an oxymoron, Mary. The intent of the blog posst was not to castigate Motel 6 as a hotel brand, but to look at their advertising campaign. Appreciate you weighing in.