Monday, October 24, 2011
Targeting Your Audience                           10.12.11Monday, October 24, 2011
1.                           IntroductionsMonday, October 24, 2011
Dan Monroe                           Cayenne Principal/WriterMonday, October 24, 2011
Sarah McDonald                           Account Services DirectorMonday, October 24, 2011
Monday, October 24, 2011
NOW...                                         Targeting                                       [your audience]            ...
Goal:                1. Deliver a branded consumer experience                2. To a targeted consumer                3. I...
How:                1. Focus your target                2. Focus your message                3. Focus your deliveryMonday,...
START                           WITH    BasicsMonday, October 24, 2011
START                           WITH      Basics                           How do you define your target?Monday, October 2...
Basic Target Information:                                 Demographics                ‣ Age                ‣ Gender       ...
This is a helpful start.            But in order to be a relevant brand...            you really need to know your audienc...
Narrow your target                ‣ There is a BIG difference between targeting a                  mother who works at hom...
Uncover Key Insights                ‣ Effective engagement requires a deep                  understanding of the target, n...
Ways to find key insights                ‣ Ethnographic research – get out there and live                  among your targ...
Monday, October 24, 2011
WHAT                             TO    Say?                            Focus your message.Monday, October 24, 2011
Relevance, Relevance, Relevance                ‣ Apply what you know about your audience                ‣ What is the SING...
Monday, October 24, 2011
SO YOU                            SAY IT   Where?                                Focus your media.Monday, October 24, 2011
Choose the right environment                                for your message                ‣ Understand context around yo...
Take it one step further – match                          your target’s mindset                ‣ Messages resonate when th...
Monday, October 24, 2011
ORGANIZE                              YOUR     Plan                             THE CREATIVE BRIEFMonday, October 24, 2011
THE SIMPLE BRIEF:                           1. What do we want to accomplish by creating this piece of                    ...
Let’s try one...Monday, October 24, 2011
{this}Monday, October 24, 2011
{not this}Monday, October 24, 2011
{not this}Monday, October 24, 2011
{not this}Monday, October 24, 2011
Thank you.Monday, October 24, 2011
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Targeting Your Audience - Cayenne

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Targeting Your Audience - Cayenne

  1. 1. Monday, October 24, 2011
  2. 2. Targeting Your Audience 10.12.11Monday, October 24, 2011
  3. 3. 1. IntroductionsMonday, October 24, 2011
  4. 4. Dan Monroe Cayenne Principal/WriterMonday, October 24, 2011
  5. 5. Sarah McDonald Account Services DirectorMonday, October 24, 2011
  6. 6. Monday, October 24, 2011
  7. 7. NOW... Targeting [your audience] The most important (and often overlooked) key to effective marketingMonday, October 24, 2011
  8. 8. Goal: 1. Deliver a branded consumer experience 2. To a targeted consumer 3. In the right environmentMonday, October 24, 2011
  9. 9. How: 1. Focus your target 2. Focus your message 3. Focus your deliveryMonday, October 24, 2011
  10. 10. START WITH BasicsMonday, October 24, 2011
  11. 11. START WITH Basics How do you define your target?Monday, October 24, 2011
  12. 12. Basic Target Information: Demographics ‣ Age ‣ Gender ‣ AHHI ‣ Geography ‣ # dependents ‣ marital status ‣ working ‣ media behaviorMonday, October 24, 2011
  13. 13. This is a helpful start. But in order to be a relevant brand... you really need to know your audienceMonday, October 24, 2011
  14. 14. Narrow your target ‣ There is a BIG difference between targeting a mother who works at home and one who works outside the home. Narrow is better ‣ Example: Miller High LifeMonday, October 24, 2011
  15. 15. Uncover Key Insights ‣ Effective engagement requires a deep understanding of the target, not just the broad demographic understanding ‣ What are their behaviors? What is their day like? ‣ What are their attitudes & opinions? ‣ WHO ARE THEY??? ‣ Example: People who floss ‣ Example: FILAMonday, October 24, 2011
  16. 16. Ways to find key insights ‣ Ethnographic research – get out there and live among your target ‣ Follow your target online – blogs, social media. Who are they following? What are they posting ‣ Use research to uncover unintended insights- ex. magazine readership, what does this tell you about your audience? ‣ Keep up with changes in market research techniques ‣ Don’t underestimate your gutMonday, October 24, 2011
  17. 17. Monday, October 24, 2011
  18. 18. WHAT TO Say? Focus your message.Monday, October 24, 2011
  19. 19. Relevance, Relevance, Relevance ‣ Apply what you know about your audience ‣ What is the SINGLE most important promise your brand/product/service offers this specific target? ‣ How can you make your brand meaningful? ‣ Example: Chrysler Mini VanMonday, October 24, 2011
  20. 20. Monday, October 24, 2011
  21. 21. SO YOU SAY IT Where? Focus your media.Monday, October 24, 2011
  22. 22. Choose the right environment for your message ‣ Understand context around your brand. Brands need to be relevant & authentic, a brand needs to understand where it fits in the world (and where it doesn’t) ‣ The consumer culture is constantly evolving. Brands are recognizing the importance of culture. ‣ Example: Agencies hiring cultural anthropologists to provide insight into our ever- changing consumer culture. ‣ What other relevant examples of context have we mentioned?Monday, October 24, 2011
  23. 23. Take it one step further – match your target’s mindset ‣ Messages resonate when they are in harmony with the environment. ‣ Match encounter with a positive experience & make messages relevant ‣ Example: Luxury Rental Car company WIFI ‣ Example: FirstBank’s online banking ad at a ski resort read: “Bank in in your ski mask without getting arrested”Monday, October 24, 2011
  24. 24. Monday, October 24, 2011
  25. 25. ORGANIZE YOUR Plan THE CREATIVE BRIEFMonday, October 24, 2011
  26. 26. THE SIMPLE BRIEF: 1. What do we want to accomplish by creating this piece of communication? 2. What would be helpful to know about this audience? 3. How do we want to position the company/service/ product? 4. What is the single most important thing we want them to take away from the communication piece? 5. Why should they believe us? Support? 6. Personality/Tone? 7. What are the mandatory items that must be included (eg: call to action, phone number, Web site)? 8. What is the client expecting from us and when?Monday, October 24, 2011
  27. 27. Let’s try one...Monday, October 24, 2011
  28. 28. {this}Monday, October 24, 2011
  29. 29. {not this}Monday, October 24, 2011
  30. 30. {not this}Monday, October 24, 2011
  31. 31. {not this}Monday, October 24, 2011
  32. 32. Thank you.Monday, October 24, 2011

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