Well ‘Isle’ Be…
Love Island. Whether you love or loathe it, I’d put money on the fact that you’d been privy to a conversation about it and the adventures in Majorca this summer.
Personally, I’d rather eat my way through a mountain of avocado than watch all the equally slimy and far too beautiful contestants get it on. And I really hate avocado.
Still, I am clearly amongst the minority… It appears to be the big hit of the summer when it comes to TV viewing.
The last time I saw an episode a couple of years ago, it appeared to be nothing but soft porn for Prime Time.
Apparently though, according to the show’s ‘morning after Podcast presenter’ (yes, that really is a job!), things have changed.
Arielle Free says the show is now less focused on sex and more on relationships and believe that’s why it’s been such a hit this year.
It seems as though, as a nation, we want to watch people fall in love and want things to work out for the couples involved.
Free herself says she feels heartbroken when it doesn’t work out for any of the contestants.
Lights, Camera, Action…
Fans are also adding that it’s an authentic insight as to how modern-day adults function when it comes to relationships.
Of course, uncertainly, love and lust do come in to play in the real world.
And both sexes behave differently when they are around friends, compared to how they do when face to face with a love interest.
So, I guess some of it is relatable.
But for a TV show to offer viewers an emotive end user experience that has them lamenting the fate of a (probably fake) onscreen couple…?
That’s the bit I am struggling with.
Ok, so I’ve never actually been on TV. But if I was, I can’t imagine I would actually be my true self.
Surely you would want to put on a show for the camera?
And you are not telling me that all those beach beauties and hunks in trunks all signed up for the show because they were genuinely looking for love.
Call me cynical, but I assume it was more because they were hoping to be spotted and to get some fame and fortune out of it.
Still, even if that is the case, plenty of Brits out there clearly don’t have my cynicism and were glued to the screen 6 nights per week.
In brought ITV2 a record number of viewers on launch night, with an audience of 2.9 million.
And a few weeks into series they tipped the scales at 3 million.
So, clearly, what do I know?!
Meanwhile, on the high street…
When not consuming the Love Island goings on, on the box, consumers have been going wild on the high street.
The show is having so much of an impact on people, that high street sales have been on the rise.
Apparently, all the boys on the show are fuzz free, well-polished and tanned.
And it seems that end-users who watch the programme believe it’s a good look.
So, it appears that sales of male skincare products have been on the increase.
According to Fraser McKevitt, the head of retail and consumer insight for research company Kantar Worldplanel, the show has tugged on consumers’ purse strings as well as their heart strings.
And is therefore solely responsible for the 16% increase in the sale of men’s beauty products for three months to August 12th.
Superdrug, also saw profits rise by 16% thanks to its links with the show.
They ran a campaign saying the Love Island boys will be using tan-stimulating sun cream, charcoal toothpaste and avocado and Manuka honey shampoo all summer, amongst other delights.
The high street chain was clearly onto a winner when they paired with the show.
I assume they had foresight that the male contestants would all be well-groomed (and probably narcissistic) posers.
Clearly, none of us need lessons in love now. Let’s just look to Love Island to see what’s what and how it should be done.
It does offer a good lesson in life for the business folk out there though.
Consumers clearly observe more than the basics.
They watch, they listen, they like what they see and so they spend.
(Can you just imagine some of the torsos that male skin care products are being rubbed into?! Presumably in the hope it makes them look like a Love Island participant?!)
So, when it comes to marketing your products and services, make sure you are aware of what’s going on outside of your bubble.
Here at The Monachie Project, we can help you assess what it is your customers really want or how they perceive your brand.
So get in touch.
But in the meantime, here are a few thoughts for consideration…
What are your consumers watching on TV? What’s trending on social media?
Do you offer something that ties in with popular culture?
If so, make sure it’s at the forefront of your promotions. Or is on offer.
Or, if people want to smear themselves in Manuka honey because it’s the thing du jour… Well, just make sure it’s on the most prominent display stand in your store.
After all, if it’s good enough for Love Island contestants, it could work wonders for us mere mortals.