The document provides guidance for advertising "pirates" to conduct research to develop an effective marketing campaign for a pizza company. It outlines steps including conducting a situation analysis of current users, locations, seasonality and purchase cycles. Researchers should determine demographics and psychographics using findings and consider differences in digital presence, consumer reaction and ordering. A SWOT analysis covering competitive brands, sales and media is recommended. The document stresses relying on quality research rather than assumptions to guide creative development and messaging that resonates with consumers.

1. Find the Buried
Treasure
“Arrgg, be Advertising Pirates”

2. Advertising Pirates
• Pirates get the Booty
• Our booty is insight and information
• Insight: Market, Consumer, Brand,
Communication, Path-of-Sale, Influences

3. Advertising Pirates
• No, we won't steal ships
• Google is one of the many boats…
• There are many ships to sail
• Ex. Employee, consumer, SM user investigation; Purchase
behavior identification; Determination of unknown barriers;
Consumer interpretation of pizza/food brands

4. Deep Dish Dive
Behaviors &
Actions
Beliefs &
Perceptions

5. Pizza Pirate

6. Build the Booty
1. Situation Analysis
A. Current Users
B. Geographic Location(s)
C. Digital Location(s)
D. Seasonality
E. Purchase Cycle
F. Creative Requirements
G. Competitive Sales, Brands & Media

7. Build the Booty
1. SWOT -Cover the basics, but consider…
A. Digital Presence
B. Consumer Reaction
C. Differences in ordering
D. Perceived vs. Actual positioning
E. Any other ideas

8. Captain Eye-Patch
• Don’t be blind to the target audience
• Determine Demographics and
Psychographics based on research findings
• Heavy Users & Media Consumption

9. Research Books
• We have work to do Advertising Pirates
• A lot of qualitative information based off of
limited and tainted surveys, focus groups and
interviews
• Take general ideas from research binders
• Make them better with better research &
support

10. Creative Seas
• Can’t develop any creative theme, idea or
message without understanding the above.
• We can’t go with our heart, we have to go with
the consumers
• They buy what they like and want
• “No Dip Amanda”

11. What is a pirates favorite pizza
topping?
Pepaaarrrrrroni.

12. Write Down Yer Idears
• No idea is too stupid or outlandish
• Until proven with research
• Keep a notebook, spreadsheet, list, whatever
with you at all times
• Write down any idea, thought or suggestion
• Talk about it!!

13. Keep the Waters Churnin’
• Remember:
• We are AWESOME
• We will Kick Booty
• We will Learn
• Keep the energy, creative flow & intelligence going
• Amanda loves you