July 2007
In this issue:
New Ad Innovation
Capture Your "Core Essence" in Advertising
Segmenting the Boomers
Alternative Creative Services
July 2007: Introducing a new ad innovation...
Key Fact
5-in-3
The number of prestigious awards Outreach magazine has been awarded in past 3 years!
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Capturing Your "Core Essence" in Advertising
Everything has a core essence, or so Marcus Aurelius suggested. Understand this essence and you can understand the world around you and the people you want to connect with. You might ask, “What does an article on core essence have to do with advertising?” It has everything to do with advertising.
The most effective advertisement will connect the core essence of a product with the felt needs of an audience. So, how do you make this connection? Answer these three questions:
- What are the felt needs of the audience? Take a few moments to brainstorm on the needs of your target audience. Take a look at some demographics. They will always be useful when determining the needs of your audience.
- How does the product/service meet this need in a way that makes their lives better, faster, cheaper, more convenient, more interesting, more exciting, or more beautiful than whatever they’ve got today?
- How can you most effectively and creatively make a connection in your audience’s mind between their need and your solution? To find inspirational answers to this question, look critically at other advertisements and ask these questions: What need is this ad addressing? How does this product/service meet this need in a convenient and exciting way? Does this advertiser creatively and effectively connect this in the viewers mind? If so, how? If not, what is missing?
Take a few moments to brainstorm using these three questions. These few moments could have a phenomenal effect on the future ROI (return on investment) of your advertising and on your organization.
(Adapted from an article by Christopher M. Schroeder in Media Magazine 6/28/06)
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Marketing research firm Chadwick Martin Bailey believes it has struck on a goldmine of useful information in a recently released survey that groups Boomers into the following 5 categories.
- Status Seekers – comprising more than 25% of the group, they place a great deal of value on having money and visible marks of prestige.
- Traditionalists – 23% of Boomers, Church-going, frugal, and politically conservative.
- Blue Collar Skeptics – 18%, a hard-working and lower-income group.
- Activists – 17% of the population that are the most likely to be interested in liberal political messages and environmental issues.
- Achievers – 15%, aggressive users of technology and very goal-oriented.
To build a 1-to-1 relationship and optimize customer value, an organization needs to understand more about, and market to, the individual segments, not just all Americans ages 41-63. (1 to 1 Media 1/22/07)
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Ad Agencies are beginning to rethink the traditional creative fee based on hours spent on a client’s project. A growing number are seeing themselves as content providers rather than just time-watchers and negotiating relationships that allow the agency to receive remuneration based on the success or profitability of their creative services to a client. Some are even contracting for added revenues for ads used beyond an initial period of time or sharing in secondary licensing fees generated from agency created content such as 'Got Milk'.
(Ad Age 1/23/07)
