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Targeting Your Audience - Cayenne
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Targeting Your Audience - Cayenne

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    Targeting Your Audience - Cayenne Targeting Your Audience - Cayenne Presentation Transcript

    • 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] The most important (and often overlooked) key to effective marketingMonday, October 24, 2011
    • Goal: 1. Deliver a branded consumer experience 2. To a targeted consumer 3. In the right environmentMonday, October 24, 2011
    • How: 1. Focus your target 2. Focus your message 3. Focus your deliveryMonday, October 24, 2011
    • START WITH BasicsMonday, October 24, 2011
    • START WITH Basics How do you define your target?Monday, October 24, 2011
    • Basic Target Information: Demographics ‣ Age ‣ Gender ‣ AHHI ‣ Geography ‣ # dependents ‣ marital status ‣ working ‣ media behaviorMonday, October 24, 2011
    • This is a helpful start. But in order to be a relevant brand... you really need to know your audienceMonday, October 24, 2011
    • 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
    • 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
    • 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
    • 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 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
    • 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 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
    • 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
    • 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 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
    • 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