Tag Archives: Target market

Oh Thank HEAVENS There’s an AD!!

16 Jul

So I’ve neglected this blog a bit recently, but by popular demand* (true story) I’m making it a priority. For now.

Let’s talk about two possible ways this after-the-jump ad below happened:

Route 1: They started with understanding where the target market is. Somebody came into a meeting at Crispin Porter + Bogusky with statistics, a PowerPoint deck full of bullet points and horrible animation and too-many-words-on-a-slide and one of them said something like, “57% of our target market who live in metro areas use public transportation.”** Fingers-crossed, someone was inspired by this…

“Well, what’s that like? That experience of public transportation. It’s hot, you wait, you are bored, you avoid eye contact at all possible costs, you are sitting next to somebody, and heaven-help-you your thighs might even be touching and so to do all this you look down at your iPhone or Android device or Blackberry (those poor bastards) and read email or Twitter feeds or fascinating Word Press blogs, or hell, even read spam. So they wait a lot, and their phones lose power.”

"Plus, it's really awkward when the person next to you brings their human head along. Wait...what?"

So you know your target market, you know their problems. And if you want to be relevant, you solve that problem. Let’s go where they are (waiting for public transportation) and let’s help them. We could entertain them, distract them? We could give them information they might need on their way home? We could charge their phones. Hmm… what would help them? And what would work for us?”

So you take a breath and say, “What’s the product again?”

It’s this:

Continue reading

“How to create a shitty brand”

30 Oct

Not my title, but I totally couldn’t have said it better myself:

 

Takeaways:

  • Identify who your competition is and what makes them different
  • Don’t do that. Or at least don’t do it and think it makes you different. If you want to neutralize them, give it a shot.
  • Identify the cliched ways that people communicate both in your category and to your target market.
  • Don’t do that.
  • It doesn’t really matter what you think. Even if you are a member of the target market. If you want to use your own gut check or to get ideas, go for it, but don’t assume your single self equals the big old target market. By no stretch is your/your roommates/ your significant other’s opinion confirmation of doodly-squat.
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