First of all, I wanted to provide an apple for Derek as I feel that I learned a lot in this class in a relatively short period of time.(real apple pic, then apple computer apple)
Provide the apple computer - apple instead
Buyer personas, covered extensively in chapter 3 of the David Meerman Scott text made me understand more than ever that our targeted groups need to be placed in categories that will allow them to receive the marketing message on their own terms.
I would compare our class with a modern day breakfast Club, minus the detention.(as I am assuming that we all are here of our own free will.)
Each of us has a different motivation to complete this course and use the information either as a requirement for a curriculum or as a testing ground to immediately put into practice at work.
To draw a parallel to the film, the students were asked to provide their Jailer(teacher) with an essay that stated, Who do you think you are? As they all had different crimes to answer for on Saturday detention, each had distinct characteristics about them that from our point of view would be useful in marketing a product or service. More on this later!!!
The main point of this class for me was to look at target audiences very carefully and assess the best form of new media that is available to use as tools toward one ’ s success.
I will admit that I have a long way to go as many of my blogs were not read and reviewed on the frequency that was preferred. Admitting that I need to market blog better.
In the Presentation Zen book, the most important part of this prep is to remember that handouts can set you free. I as many of you have labored on and given powerpoint presentations that are loaded down with too much of the research. Presentation Zen book pic handouts set us free loaded down with too much research - turtle carrying files.
By focusing on the story or BIG PICTURE(spell out) that needs to be told we can avert this potential train wreck.
In any form of media, it all comes down to why something is Sticky.(use handout article about sticky programs)
Sticky marketing messages is the key. Provide the handouts.
Really why is this guy sticky? (picture of Jared from subway commercials — stats on his staying power as a spokesperson)
Simple association with product and what it did for the individual or group provides the answer here.(he was fat, ate subway endlessly, not (as) fat anymore) I think that Jared ’ s metabolism might be catching up with him.
Regardless, it is the art of story telling that carries good advertising over bad.(even if the good ads annoy us.)
Back to our Breakfast Club kids. When asked the infamous question, Who do you think you are? Brian Johnson(Anthony Michael Hall), took it upon himself to jot down the response seen here. Here is what was said: Dear Mr. Vernon, we accept the fact that we had to sacrifice a whole Saturday in detention for whatever it was we did wrong. But we think you're crazy to make an essay telling you who we think we are. You see us as you want to see us... In the simplest terms, in the most convenient definitions. But what we found out is that each one of us is a brain... ...and an athlete......and a basket case....a princess......and a criminal... Does that answer your question? Sincerely yours, the Breakfast Club.
As current marketers and students of advertising and public relations, we can learn something from these five individuals.
Categorize your target audience so that they actually hear what you are saying with appropriate new media tools. Catagorize the personas
If you don ’ t you will not get here as a new media professional.(pic of John Bender on the football field)