ADV Industry and Models: Target Levels, Buyer Personas, and Communication Strategies - PDF

https://www.youtube.com/watch?v=P2tLH6T3B3I ADV Industry and Models 166 Media is nothing without an audience Notwithstanding how much the media is o singular or mass-media, o edited or user g...

https://www.youtube.com/watch?v=P2tLH6T3B3I ADV Industry and Models 166 Media is nothing without an audience Notwithstanding how much the media is o singular or mass-media, o edited or user generated, o Scheduled/linear or on-demand. ADV Industry and Models 167 ADV Communication elements flow speaker target audience message channel and time ADV Industry and Models 169 Target levels General target Mass audiences Subgroup with similar needs Market segments Specific motivations Niches Brand knows what the person 1to1 wants ADV Industry and Models 170  Dimensions to define a target geography Socio-economics behavior demographics lifestyle A mainly statistical study of the phenomena concerning the population. It considers both the static point of view, i.e. the structure population presents at a given moment (amount of people and its composition by sex, age, marital status, psychographics A specific research approach analysing interests, personalities and habits that drive profession, religion, etc.), and the dynamic aspect, i.e. people's behaviour. It’s aimed to understand the subjective and individual characteristics the process of continuous renewal to which it is of people, such as emotions, values and attitudes, which underlie motivations, subjected as a result of births, deaths and territorial including predisposition to one purchase or another. Once identified, these are clustered (migration) and social (social mobility) displacements. in order to “represent” a set of recognisable targets with their “manners” ADV Industry and Models 171  Different conversion paths, different targets Who consumes Who pays Who has an opinion When evaluating who is going to be reached by the adv message we need to be sure we have a proper overview of the “strengths” in the game and how these may intervene on the conversion path. We also need to consider that, according to the different dimensions used to define targets (slide above), this strengths may vary both in their enforcements and in their mutual relation. For example if my retail is dedicated to groceries my target may be - A cooker lover = someone that likes cooking but not a gourmand, someone who will equally be “who pays” and “who consumes” because he/she will be equally cooking for his/herself but also for guests. Someone who will consider his gourmand friend as having a valuable opinion to listen to. This person is likely to be in target for a reason why campaign pushing him/her to go and find suitable supply in that specific grocery - The gourmand = someone more likely to eat, than to cook, who pays for restaurants more often than for a specific dinner shopping. Someone that may be a more proper target for a specific advertisement not because he/she will buy it: but because he/she will advocate a specific product at this specific grocery for his/her friend the Cooking Lover to cook for their next dinner at home ;) ADV Industry and Models 172 Product target, communication target, media target ADV Industry and Models 173  Product Target, Communication Target, Media Target When thinking about the public, the marketer should distinguish its strategy according to multiple target approach. The Product Target correspond to that group of people (or set of groups according to facets) that is going to USE the product or to buy it. These two – User or Buyer may not correpond! The Communication Target are those to whom the brand wishes to communicate because are likely to influence choices. These can be - real/practical product promoter – e.g. a mum while suggesting tampons to her young daughter - real/practical requester – e.g. a kid when asking for a certain snack - Indirect advocator – e.g. a trend setter or a recognised “connoisseur” on a specific item/service that will be imitated The Media Target is the relevant people above mentioned, when actually using/accesing a medium or another: thus the group, or part of, the marketer can reach if choosing a certain vehicle. These three can be differently organised, but need to be coherent throughout and with each other. Traditionally, Media Target is identified through sociodemographic description: but some different approaches are gradually gaining space in modern marketing and ADV. ADV Industry and Models 174  From Target(s) to buyer personas approaching the Customer Journey process Media behaviours Brand target(s) Touchpoints analytics&report  socio demo schedule Media plan info to refine / efficiency opportunities / test&deploy In other words it means we start from Customer Journey, and not from mere statistical deduction, to consider how the strategy can be developed. NOTE that the diference between Buying Process and Customer Journey is that the first details the stages a consumer gets through while deciding which procuct/service/brand is more suitable to his need and how he concludes (satisfied-non satisfied: telling anybody?); while the Customer Journey describes the steps and touchpoints the public is exposed to while practically deciding why/how to create a relation with this brand/product/service. ADV Industry and Models 177 Customer journey and media plan example (FMCG* brand) discovery aknowledgement familiarity buy fidelity * «Fast Moving Consumer Good» such as a biscuit reference… The product I’m getting to I’m happy to The product My mind is satisfies some understand advocate for exists! clear: i proceed need(s) of mine.. alternatives the product ADV Industry and Models 178  Ideal Costumer Journey to compare Sport vehicle VS Jeep specific cars discovery aknowledgement familiarity buy Fidelity / Digital ADV advocation SEO/SEA (generic keyword (brand keyword e.g. e.g. sport vehicle) jeep, defender…) Offline ADV Social media ADV Mobile site touchpoint Influencer lifestyle Car expert Web site Product placement Owners avdocation Car dealer windows Test drive showrooms Social media profiles Online Reviews Email street The product I’m getting to I’m happy to The product My mind is satisfies some understand advocate for exists! ADV Industry and Models clear: i proceed 179  From sociodemo to insights fact observation insight Parents feel guilty but are likely to ease their mind if the Kids love surprises Parents can seldom make surprise is small and cheap. surprises because they will Aunties/uncles are also looking for something to avoid spoil their kids making parents disapprove… Target kids through cartoons Target adults on specific touchpoints / moments People are usually making a pause from White collars can decide the place I put the vending machine is crucial – white work on an almost regular basis when to have a break, while collars can be interested into more product references, blue collars and other while blue collars are in a hurry and need just coffee. workers cannot Nevertheless they both are likely to have a look at their Target workers on radio while mobiles when having the break driving to work Target workers through digital devices, including mobile, planning possibly on hourly slots 182 ADV Industry and Models  From sociodemo to insights fact observation insight Compromise between city car and driving outside BMW Serie1 is a car for affluent people Living in big towns needs to consider weekends trips in their mid 30s Bmw is mainly chosen because of its sporting asset This car segment could be appealing for people living OUTSIDE big cities that need to drive a lot for work Status is a big part in the choice Tradition is motivating trust Bmw is mainly chosen by Multiplatform planning on Multiplatform planning someone who cares for TRAVVELER on GQ heritage OOH billboards in “chic” resorts TV planning during (seaside during summer-sky in SPORT & finance Bmw is mainly chosen when the alps during winter…) content you need a car small enough Data planning through mobile to “fit” in a city but still (people driving >200km/h) comfy enough for long driving E-gaming Influencer experiences shared through social media… 184 ADV Industry and Models  From sociodemo to insights Insights are a way to better exploit target’s context: they help making the message relevant, timely, interesting… In other words they help to provide ADV Industry and Models 185 From customer journey to target(s) to buyer personas customer journey = right touchpoints ADV Industry and Models 187  From sociodemo to insights: the Buyer Persona Canva example for a Buyer Persona definition Fonte: http://tonyzambito.com/10-ways-b2b-buyers-deeply-buyer-persona-canvas/ ADV Industry and Models 188 Personas described (American Express example) ADV Industry and Models 189 Personas described (American Express example) ADV Industry and Models 190 Personas described (American Express example) ADV Industry and Models 191 Brands and products have behaviours too ADV Industry and Models 192 Brand competitive position Smartphone APPLE coke pepsi Smartphone huawei San Pellegrino Fritz Cola Schweppes Smartphone Smartphone Oppo blackberry ADV Industry and Models 193  Which quadrant? The quadrant in the brand positioning map is defined according to the market the brand itself is taking as a benchmark: typical brand situations are as follows - Total positioning: those brands that maintain the same position notwithstanding the context, e.g. NUTELLA if compared to spreadable cocoa/nuts creams industry, or to non ready to eat snacks, or to breakfast sweet spreads - Related positioning: those brands that change the quadrant, according to the benchmark they compare to e.g. NETFLIX if compared to entertainment publishers or Video On Demand solutions or pay TV… - Cultural/historical positioning: those brands that change their position in the matrix according to their specific perception in a certain context or moment in their lifespan e.g. FIAT 500 city car in different countries or through different decades in the same country ADV Industry and Models 194 Brand competitive position (merchant/ecommerce market overview) Before biddable services declined Before ecommerce exploded Why is Netflix here? Because it is actually an ecommerce: it sells entertainment ADV Industry and Models 195 Brand competitive position (entert./movie market overview) Home video HBO-GO Changing the market context, changes brands position in relation to Amazon prime Disney + competitive arena ADV Industry and Models 196  Brand competitive position – MarCom behaviours Defend leadership If it loses position and has time to Most of the times the Challenger react, the Leader defines where to aims to drain shares from the Home video relocate himself among «Leader». Thus generally, if it moves HBO-GO “Challangers” or “Followers” of the from its category: it heads to the new leader, otherwise it risks to exit «Leader» place the market tout-court Imitates the leader without Amazon prime Disney + Motivates its audience target necessarily eroding market by leveraging specific shares, but providing different reasons or emotions why, motivations by defining its own satisfactions or passions market contour The Follower, if it moves from its position: usually aims The “Nicher” rather atypically to become a «Challenger» moves from its quadrant ADV Industry and Models 197 Brand position and MarCom consequences Pros Cons Pros Cons Pros Cons Pros Cons Limited grow / scalabilty ADV Industry and Models Brand position and MarCom consequences Where are these brands-types mainly focusing their strategies and budgets? 40% 30% (and thus their communication choices?) That means that the remaining Expanding or Attacking leader defending market budget and strategic focus is developed by Leaders, Challengers and Follower to - Launch new product/rewamp 20% 10% existing one - Sustain branding Imitating Specializing While the nicher is mainly dedicating remaining efforts to brand positioning and relation/direct marketing solutions. ADV Industry and Models 199 Brand competitive position - behaviours A Leader as a brand may have some problem in enlarging its SOM (Share of Market) thus it often considers a new marketing approach: Brand Extentions or Brand Streching ADV Industry and Models 200 Brand competitive position - behaviours A Leader as a brand may have some problem in enlarging EXTENTION e.g. its SOM (Share of Dove skincare for Market) thus it often women and Dove considers a new skincare for men marketing approach: Brand Extentions or Brand Streching ADV Industry and Models 201 Brand competitive position - behaviours A Leader as a brand may have some problem in enlarging its SOM (Share of Market) thus it often STRETCH e.g. considers a new marketing approach: Brand Extentions or Brand Streching STRETCH e.g. Harley Davidson motorcycles  riders and fashion apparel ADV Industry and Models 202 Product lifecycle ADV Industry and Models 203 Product lifecycle Adv recall / repositioning / new strategy and/or target Or revision Adv launch or (massive) relaunch ADV Industry and Models 204 Product lifecycle Adv recall / repositioning / new strategy and/or target Adv launch or (massive) relaunch ADV Industry and Models 205 Product lifecycle and advertisingMINI strategy: an example MINI in 2000 in 90s Mini in 60s or (massive) relaunch ADV Industry and Models 206 Brand life transition in communication: from niche to «special» communication assets These two concepts show how CORONA BEER actually changed it’s communication instead of it’s product or positioning. The beer is the same, positioning is still a niche and creative lever is still emotional and brand value related. The change? Communication used to be related with relax and joy values, while now is related with sustainability and environment. Interestingly enough, Corona Beer used to be already related to environment, but from another point of view: that of vacation in naturalistic beauty. Now they moved from “beauty” to “care” ADV Industry and Models 207 Segmentation = merging all the levers to reach the target while considering your product and brand «status» ADV Industry and Models 208  Conclusions Adv is more than creative: is about goals Understanding the customer / target is crucial Everything is adv Understand context and feedbacks to always adapt Match budget and solutions to avoid waste Data are driving adv choices Avoind adv blindness maximising relation Tech is nothing without control Branding and adv are different but convergent ADV Industry and Models 209 Conclusions Adv market is made (at least) from three + one main players 1. Who puts the money and the brief  brands/advertisers = (the SENDER) DEMAND Technology enablers 2. Who create the & research suppliers message/determine how the message is delivered  the agencies transversal players that may supply either or all of the three = that can mainly be creative or players above according to media, or very vertical specialised their specific business skills. (check slide 117-118) These for example may be the one providing DATA or the one 3. Media industry/publishers/editors enabling platforms (check slide and all the platforms that allow OFFER 153>158) inventory management ADV Industry and Models 210 Conclusions There a lot of marketing models and techniques through which a proper adv campaign should be evaluated and rationalised, before it takes form from the pure creative point of view. And there a lot of specialised skills involved in this job. The more a creative professional will be able to understand and interpret also other communication “levels”, the better his/her creative execution will be. Why? Because it will not simply be aesthetically fitting, but also properly performing: namely it will ease to chose the most suitable visual (and copy) according to different expected and explicated results possible communication levers consumer attitudes and responsiveness message execution and vehiculation (media assets) identified targets brand/product position and life-cycle competition Which of these is more important and to which extent, is usually part of the marketer brief. There no specific brief format to comply to: every brand and marketing team is likely to deliver his own document to the agency(ies), nevertheless we can expect following details to be almost always detailed in a brief Company Background Competitors Attitude KPIs Project Objective Key Message Call to Action Selling Proposition Target Audience Key Consumer Benefit Distribution Media/touchpoints approach ADV Industry and Models 211