The Total Market approach definition would have made Cantinflas proud [INSIGHT]

By Pedro de Cordoba | Chief Strategy Officer – EVENTUS

It’s been bugging me for a while now. I just couldn’t let it go. When the brain trust of our Industry decided to unveil their collective definition of what a total market approach really means, I had to go back and re-read the press release on the ANA’s website more times than I care to admit. (AHAA Leads Marketing Coalition in Defining Total Market, September 2, 2014). I strained to understand it. Was it about a new way of doing things, or simply about the money?

Then I figured it out. It is a homage to Cantinflas and his wily way with words. Cantinflas was such a magnificent wordsmith that to “Cantinflear” became a recognized verb by the Real Academia Española, or as Wordreference.com defines it in English; “Cantinflear (as Cantinflas spoke) means to say a lot of words or sentences… that in the end do not express a single articulated idea.”

Surely the inspiration was subliminally driven by the movie Cantinflas, a biopic of the life of Mario Moreno the Mexican virtuoso who created the character, which was just released this year. A grand gesture of recognition by this multicultural marketing conclave of the best and the brightest that “lo nuestro” was finally taking hold in the bigs. Cantinflas, from “el más alla”, inspired those in charge of drafting this magna carta of Kumbaya marketing. How else can we account for the torturous beauty of these words stitched together with great craftsmanship to convey deep and powerful statements – revolutionary stuff really – only to be debunked or watered down by the very next sentence, in the very next thought? Let’s pick a few passages and you’ll see what I mean.

“A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness.” So far, makes perfect sense to me but you can see the beginnings of the Cantinflas-inspired rhetoric starting here. “In marketing communications, this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.”  Or to quote Cantinflas: “No es lo uno ni lo otro, sino todo lo contrario”

“Our consensus is that a Total Market Approach (TMA) must feature a carefully crafted cross-cultural message, based on a universal truth relevant to the main segments of brand growth.” clarified AHAA Research Chair/Santiago Solutions Group Chief Strategist, Carlos Santiago “To optimize effective growth, however, marketers also need dedicated segment strategies that create relevance and address distinct belief systems and triggers.” Or as Cantinflas said: “Como dijo ese gran poeta, que no dijo nada pues porque no le dieron tiempo, pero como dijo “Chicaspear”, la “filosofía” de la vida es “to be or no to be”, que quiere decir “te vi o no.”

“Total Market is a growth strategy that should be considered by just about every marketer,” said Bill Duggan, Group Executive Vice President, ANA. “However, great care must be taken in terms of both strategy and execution as total market is equally simple and complex.” Once again: “No es lo uno ni lo otro, sino todo lo contrario”…

It continues…

“In each model, the business problem is tackled by both the general market and multicultural experts, identifying the main source of growth for the brand and ensuring the brand DNA pervades throughout all marketing platforms. Then, the teams develop an overarching campaign, coupled with individual segment approaches that address cultural nuances and barriers. This multi-strategic approach should complement each other fluidly, capitalizing on efficiency without sacrificing effectiveness.” Cantinflas nailed it years ago: “Es que… como la vez pasada… porque las cosas se dan… y como cuando digo una cosa digo otra… además ni modo… ya al final como para qué, no?…” While these are just excerpts of the press release, I think you catch my drift.

My intent isn’t to enter the debate, if there is one, my intent is purely to have a little fun. Call me a cynic, but at the end of the day, it seems to me that the elusive total market approach might possibly be about who gets the bigger budgets. As the demographic scales tilt to a more colorful future, I think those accustomed to being served the larger portions at the budgetary banquet feel the need to embrace this total market approach pronto, or their portions will diminish.

What I do know about the total market approach is akin to the definition Supreme Court justice Potter Stuart articulated about pornography: “I know it when I see it” (and I have seen it, but that’s fodder for another time) or better yet, as Cantinflas said… “Mire joven… Usted no está para saberlo y yo para contarlo…”