1. Know Your Target Market
The group selected by marketers as the best prospects.
|Survivors of the Great
Depression and two World Wars, Matures are conservative spenders who
raised their families while younger themselves. They are conformists,
have a strong sense of duty and know how to be team players.|
||1946 to 1964
|Great acquisitors, the Baby Boomers are
unapologetic consumers, often newly liberated parents ("Empty-nesters")
with high disposable income. They are individualists who can be
self-absorbed and fearful of aging (word and image sensitive) and are
value-driven despite indulgences.|
|Generation X||1965 to 1981
|Generation X is edgy,
savvy, and diverse. Smaller in total numbers due to a decline the
birthrate, once rebellious, they are now becoming an economic force.
Alienated and alternative, Gen X is the first generation with great
numbers of single parents and those having their children later in
Y or Millenials are technologically savvy, grew up in a media saturated
world, are accustomed to sex, violence in the media and have always
lived in a world with AIDS. Very diverse, one in three is not
Caucasian, one in four lives in a single parent household, and three in
four had a mother working outside the home.|
2. Identify Factors that Motivate Purchase Behavior
3. Maximize Unique Characteristics of the Brand with
- Current Users: Simmons Market
Research Bureau (SMRB, VALS)
- Demographics: Objective facts
including Age, Life Cycle, Religion, Gender, Rent or Own, Occupation,
Race, Nationality, Marital Status, Education Level, Family Size, State
- Psychographics: Subjective
opinion including Personality, Lifestyle, Ambition, Quality of Family
Relations, Quality of Marital Relations, Interests, Attitudes, Level of
- Geographical Emphasis, Seasonality and
Purchase Cycle:Neilson's Designated Market Area (DMA)
- Creative Requirements: (match
message and medium)-Comp. Media Report
- Competitive Sales: Media Mark
Research Inc. (MRI)
- Competitive Media: Leading
National Advertisers (LNA)
- Competitive Public Relations:
Information Resources Inc. (IRI)
4. Create Powerful Positioning:
Let Benefit or Value Sell the Product/Service...
Positioning is the basic selling concept used to motivate
consumers in selecting a given product over that of the competition.
- Positioning sets a brand apart from competitive
alternatives and makes it more desirable.
- Positioning strives to carve a special niche in
the marketplace and distinguish the product/service from competition.
- Positioning establishes a convincing reason to buy
- Positioning places the product/service in the mind
of the consumer as preferred. (Perception is Everything—Perception is
Distinctive characteristics or product/service features
- Benefits: What the
product/service can do for the target audience, it’s advantages
- Value: A need internal to a
person, emphasis of positioning
Solid positioning is single-minded and
- Keep Message
Simple and Straightforward
- Understandable at a Glance
If possible, take advantage of meaningful
- Be Positive
- Make Target Audience Feel Good
- Don't be
wordy. Be simple
- Don't give ambivalent messages
- Never talk down to target
Don’t tell target audience what to do
- Don't include perceived
- Never nag or preach
- Don't promote the category-Sell
- Don't talk to yourself. We have
number one market share. Customers don't care, or respond negatively
- Don't use price (usually)
- Beware of forsaking existing
customers to pursue new ones
5. Develop Creative Strategy:
- Who is our
(Demographics, psychographics, geographical characteristics)
- Where are we in the mind of the
- They don't know us because,
- Where is our competition in the
mind of the consumer?
- Know your enemy.
- Where would you like to be in
the mind of the target consumer?
- The impression you'd like to
leave is, "____________________________."
- What is the Consumer Promise or
"The Big Idea"?
- Positioning or focus of
campaign in one brief sentence.
- What is the supporting
- What proves the Consumer
- What is the tone of voice for
the advertising? "______________________."
e.g.: Warm, humorous, newsworthy, formal, or edgy, etc.