Future of Advertising, Research & Target Audience | Class 5
FUTURE OF ADVERTISING Fall 20 Thursdays, 1-6 PM Instructors: Zach Pentel & Boriana StrzokClass 5: The Role of Research | Target Audience
TODAY’S CLASS:REVIEW THIS WEEK’S ASSIGNMENTTHE ROLE OF CONSUMER INSIGHTS, RESEARCH AND TARGET AUDIENCERETAIL TRENDS & FORECASTINGCLASS PROJECT OVERVIEW
BEFORE IDEAS WE NEED CONTEXT1. Who is your target audience?2. Where is your target audience located?3. What do they think about your current brand?4. What would you like them to think about your brand?5. How will you attract them to your products or services?6. Who else is competing for their loyalty and devotion?7. Are you targeting business or consumer sectors?
ONCEUPONA TIMEBrands told uswhat to think,what to buyand how to feel.
TODAYConsumers seek interaction andvaluable brand experiences.Brands are required to tell stories,stay engaged and listen toconsumers.
CONSUMERSStay connected 24/7Consume and send dataShare and create content
IN A WORLD DRIVEN BY ONLINE INTERACTIONS DATA IS THE NEW CURRENCY
INSIGHT:60% would give their personal information to a brand for atangible beneﬁt (discount or a VIP access to future product)
INSIGHT:45% of people have apps created by a consumer brand like: Nike and H&M
RESEARCH IS:generating insights about a brand or its consumers.
“Nike is one of the few major sports labels that has trulyembraced the digital generation. They recently changed theircore target market to seventeen-year-olds, citing that the agegroup spends 20% more on shoes than their oldercounterparts. This shift in perspective has brought about anentirely new approach to their communication with their fansbecause marketing nowadays is all about communication.”
“Connecting today is a dialogue.”–Mark Parker, Nike CEO
THE FUELBANDA wristband that enables sports-lovers to track their progressthrough an interactive website.
Running counts. Jams count. Style counts.Splits count. Basketball, soccer, tennis, football,snowboarding, skiing, lacrosse, baseball,softball - those all count. Walking, ﬂying,training, cardio, jumping, stacking, taking thestairs - they all count too.THE NIKE+ FUELBAND.LIFE IS A SPORT. MAKE IT COUNT.
Fuelband acts as a constant marketing survey for Nikeproducts and Nike’s market, regularly letting Nike knowwhat people like about what they sell and which sportsare most popular.
Fuelband spawned an online community that revolved around Nike bringing sports intopeople’s everyday lives.
Nike went where their target market was.They talked to them on their level.Resulted in new brand personality for Nike.
THE RESULTS:Facebook > 8,938,010 likesNike Footballs Facebook page > 11,807,328 likesNike Facebook app > 360,000 monthly users(that’s 360,000 people updating Nike’s market research every single month)Nike Chance Facebook app > 250,000 monthly usersNike Free Run iD > 80,000 monthly usersTwitter > 377,367 followers
Leading the transition into the digital world.Nike really understands how the social networking world operates.2011 Nike spent $2.4 billion on marketing, most of it for online interaction.
On the ﬂip side, not understanding your audience
MANLY ENOUGH?The ad campaign and soft drink were developed in anattempt to corner the male diet soft drink market.According to USA Today, it “was developed after thecompany’s research found that men shy away from dietdrinks that aren’t perceived as “manly” enough.”
Jill Pontozzi at The Mary Sue snarks:“Next time Dr. Pepper, just put genitals on all your beverages,that way we’ll know which ones are ok to drink.”
At Jezebel, Anna North rounds up some comments at Dr. Pepper’s Facebook page:“Just heard about this Dr Pepper Ten; must’ve been too busy being barefootand pregnant in the kitchen.”“Rigid gender roles and rules are totally cool. Keep it classy, Dr. Pepper. It’s agood thing you’re here to tell us how to act and keep us all in our place.”
LET’S REVIEWHow do you deﬁne your target audience?Who are the current customers, and why do they buy from you?Who are your potential customers?Who are your competitors targeting? Who are their current customers?Analyze Your Product/Service - the beneﬁts do they provide.
What speciﬁc demographics do you target?Figure out not only who has a need for your product or service, butalso who is most likely to buy it. Think about the following factors:• Age • Location• Gender• Income level• Education level• Marital or family status• Occupation• Ethnic background
How does your product or service will ﬁt into your targets lifestyleWhat are the psychographics?Psychographics are more personal characteristics of a person:• Personality• Attitudes• Values• Interests/hobbies• Lifestyles• Behavior
Evaluate your decision:Once youve decided on a demographic, be sure to consider these questions:• Are there enough people that ﬁt the criteria? Where do we ﬁnd them?• Will the target really beneﬁt from the product/service? Will they see a need for it?• Do you understand what drives the target audience to make decisions?• Can you reach them with your message? Are they easily accessible?• Will the target be inspired to promote the brand?
NEXT WEEK’S ASSIGNMENTResearch Deck: The Future of Fashion RetailCompile your research into a deck and post to the blog.Start by answering the following questions:The Industry• What is the state of the industry?• What are some of the leading industry trends?• What is the next big thing for retail online?• Technology trends and innovations?• Social shopping online as a new platform• Examples of sites for shopping online using Social Media?Fashion Retail• Who are the leading online fashion retail brands?• How is their online experience unique?• What innovative approaches are out there within the leading brands?Audience• Deﬁne Fashionista? Examples.• Who are the leading fashion bloggers/sites?• What does it mean to be an inﬂuencer in the fashion industry?• What is a Trendsetter?
NEXT WEEK’S ASSIGNMENTResearch Deck: The Future of Fashion RetailYour deck should be:• Designed to reﬂect your research• Include a title page with your name, school name and the project title• The information should be organized in categories and easy to understand• Include key trends and consumer insights you found to be important• Give examples and include supporting images• The design of the deck should be engaging and visually appealing• Deﬁne terms and site all of your sources