1. Encountering Ready Customers with
Situational Triggers & Online Display Ads
Dr. Jim Barry
March 22, 2017
Session II: Group Project (Part 1a) Background
MKT 5225

2. Slide 2
Situational Triggers
Creates Timely Solution to Pain Point
• Encounters ready customers
• Bypasses long-term courtship
• Simplifies attention getting
• Provide pay-per-click metrics
• Provides near real-time response

3. Slide 3
Relevant Pain Points for Cosmetic Dentistry
Can you encounter a ready prospect?
• Exact moment WHEN audience feels the pressure (situational trigger)
• Opportunity to digitally confront the prospect WHERE they search for pain point solutions

4. Slide 44
Encountering Ready Customers

5. Slide 5
Personas & Value Proposition Landing Pages
Prepping Websites for Traffic Reception
• Encountering target audiences through:
• Situational triggers
• Passions
• Influencers
Situational
Triggers
Passions
Influencers
Landing
Page Value
Proposition
e.g., Display Ads
e.g., Blogs
e.g., Social Networks

6. Slide 6
Examples of Situational Triggers

7. Slide 7
Encountering Ready Audience – Passion/Influencer

8. Slide 8
Persona Relevance for Custom Tailors

9. Slide 9
Persona Relevance for Custom Tailors

10. Slide 10
Persona Relevance for Custom Tailors

11. Slide 11
Encountering Ready Customers

12. Slide 12
Encountering Ready Customers

13. Slide 13
Cosmetic Dentistry
Spending Motivation: Attracting the Best
Lonely Hearts

14. Slide 14
Cosmetic Dentistry
Spending Motivation: Attracting the Best
Cosmopolitan

15. Slide 15
Cosmetic Dentistry
Spending Motivation: Attracting the Best
Forever Vain

16. Slide 16
Cosmetic Dentistry
Spending Motivation: Attracting the Best
Narcissists

17. Designing Online Display Ads for
Encountering Ready Customers
Dr. Jim Barry
August 31, 2016
Session II: Group Project (Part 1a) Background
MKT 5225

18. Slide 18
Creating Attention with Anomalies
Drawing attention amidst clutter
benefits from anomalies
• Unusual settings
• Irony
• Exaggerations

19. Slide 19
Creating Attention with Anomalies
Drawing attention through
participation
• Fill in blanks
• Solve a puzzle
• Answer the question
• Play on words
• Visual contrast
• Evolution

20. Slide 20
Creating Persuasion
Stirring interest, desire
and action requires:
• Problem solving
• Single, competitive benefit
• Straightforward
message…avoid metaphors
• Proof positive demo
• Credible testimony

21. Slide 21
Creating Recall
Enhancing promotional
requires:
• In-your-face stopper (giantism
at the point of benefit)
• Concept imagery
• Conditioning
• Cultural icons
• Repetition

22. Slide 22
Creating Brand Association
Brand association
requires:
• Well integrated ad
• Minimal browse
• Immediate attention to benefit
• Anchored on brand name

23. Slide 23
Example Ad

24. Slide 24
Example Ad

25. Slide 25
Example Ad

26. Slide 26
Example Ad

27. Slide 27
Example Ad

28. Slide 28
Example Ad

29. Slide 29
Example Ad

30. Slide 30
Example Ad

31. Slide 31
Example Ad

32. Slide 32
Example Ad

33. Slide 33
Example Ad

34. Slide 34
Example Ad

35. Slide 35
Example Ad

36. Slide 36
Example Ad

37. Slide 37
Example Ad

38. Slide 38
Example Ad

39. Slide 39
Example Ad

40. Slide 40
Example Ad

41. Slide 41
Example Ad

42. Slide 42
Example Ad

43. Slide 43
Which Ad Performed Better?
A B C D
E F G H

44. Slide 44
Practicals - Versatility

45. Slide 45
Practicals - Versatility

46. Slide 46
Practicals - Comfort

47. Slide 47
Trendy’s - Status

48. Slide 48
Trendy’s – Expressive Style

49. Slide 49
Group Project 1a Background
Part Ia: Online Ad Campaigns for Persona Driven
Situational Triggers (p 42-43 of text)
From your list of available business
unit personas (http://bit.ly/1ijtamg), examine the personas that lend
themselves to situational triggers.
Once the situational trigger is identified, complete the following:
1. Rationalize how 3 personas provides an opportunity to create a timely
solution to a well-defined pain point. State a convincing argument how
an online ad could directly encounter ready customers.
2. Design one ad per each identified persona (3 ads total) that scores
high on attention, persuasion, recall and brand association.
3. Identify types of online sites (show URL) that would accommodate
each ad (one site per ad for a total of 3 sites).
Concept for encountering ready customer is clearly understood
Pain point is well understood and convincing
Situational trigger has a clear and feasible path to encountering
ready customers
Situational trigger addresses a pain point suitable to the
persona
Concept for ad attention follows concepts discussed in class
Concept for persuasion follows concepts discussed in class
Concept for recall follows concepts discussed in class
Concept for brand association follows concepts discussed in
class
Selection of ad placement site fits persona
The identified site for ad placement is appropriate for identified
pain point
Grading Rubric