The Joneses
Upon watching the movie, The Joneses, the technique used can be classified as personal selling. From a family perspective, the image was to be seen as the ideal family to entice other families within the neighborhood. Another noteworthy personal selling point was the family structure used, a nuclear family which allowed The Joneses to target individuals within a demographic: Steve can focus on husbands, Kate – wives, Jenn – teenage girls and Mick – teenage boys. By presenting this “American Dream” ideal, it encouraged the neighbors or in this case potential consumers to ask questions to influence their decision making.
When it comes to influencing consumer decisions, marketers may employ various tactics. The personal selling by The Joneses was similar to the way big brands incorporate “influencers,” whether paid or by sending free merchandise, to promote or sell. For example, popular NY sportswear brand Eric Emanuel who specializes in mesh shorts teamed up with popular streamer Kai Cenat by sending him free merchandise to be worn on stream with the hope that his popularity or influence would encourage viewers to search for and purchase the product. The key with The Joneses was, by promoting themselves to the point where the products they are consuming (by wearing, using or driving) became desirable to the neighbors with whom they interacted.
This type of marketing and sales, while having its strengths, some may not agree with and question its ethics. We understand that ethics focuses on what is right vs wrong and while on a personal level pretending to be an affluent family named The Joneses to gain business opportunities may lack some moral compass, from a business/marketer perspective I do not believe they acted unethically. In my opinion the tactic used was no different to marketers using commercials to influence decision making e.g. paying actors to pose as a family around a table at thanksgiving dinner to perhaps promote a new gravy product or when brands like Coca Cola use fake condensation on their drinks to give the effect that it is cold and refreshing to the viewer. The only difference is The Joneses were tasked to create the same connections but in a real-life setting. At no point did they directly force any of the neighbors to make any purchases. By promoting the family unit as the ideal product, they were able to successfully tailor their presentations to meet the needs, motives, and behaviors of their targeted individual consumers.
On the contrary, if The Joneses were to move in and promote themselves as who they truly were – 4 separate, unrelated sales/marketing reps with products for sale it would have not been as effective and therefore they would not have been received in the same manner by their neighbors. There would have been a disconnect between the product and potential consumer. I am of the view that within marketing and sales to create the desired perception there will be a modicum of deception even as small as using photoshop to enhance photos of a product, at which point we accept marketing for what it is – persuasion by way of perception or we label it all as unethical.
As a friend, prior to learning of their secret I would have believed The Joneses were who they portrayed themselves to be as nothing would have made me think otherwise. The reality is many people do live the lives The Joneses did and many view the products they were marketing as a measure of success. I would have viewed them as simply successful people. However, after finding out their secret, from a personal and friendship point of view it would be natural to feel betrayed and deceived.
In the end The Joneses executed the marketing strategy effectively. They presented the lifestyle all their neighbors wanted and added perceived value to their lives by connecting consumer with product.
