Is it Your Benefits or Your Audience?

So often the focus of an ad campaign is on the features and benefits of a product.

Yet, have you seriously taken into account your audience?

The AARP can have the most fantastic benefits in the world, but if they are talking to a 21 year old it probably won't make a difference.

The best pool service on the planet will not be given any consideration by an apartment dweller.

The greatest day care can't be utilized by someone without kids.

Are you delivering your powerful message to the right recipient?

Obviously the message is very important, but are you delivering it to someone who can respond to your call to action?

How much of your advertising budget are you spending on people who absolutely can not buy your product, no matter how great it is?

Make sure you are talking to someone who can hear you and can be motivated to act, otherwise you become just a part of the clutter.  

Jaci Russo

Sr. Partner

The Russo Group

photo by www.hallmark.co.uk/info/careers/

Target Demographic: Human Beings*

Some agencies consider demographic profiling as the most important tool at their disposal. But, frankly, I think that is a little skewed.

Don’t get me wrong. As an account planner with a background as a media buyer, I am all about demographics. Just ask anyone. I simply put my hands on a product, any product, and I immediately fall into a trance where I can channel not only who the product is marketed for, but also if it’s the wrong market, and what the real demographic should be.

It goes over great at parties.  

But before I explain why an understanding of demographics alone is not enough, let me tell you what an understanding of demographics is good for. At the basic level, it helps advertising agencies match up client message with creative implementations, creating a call to action that cannot be ignored. At the basic level, understanding that your target customer is 65+ may dictate the use of a larger type face in your ads.

More subtly than that, grouping the thoughts and concerns of a demographic segment into a unified message would seem to make our job easier. Right?

Wrong. Think about yourself, aren’t you, as a person and consumer, a little more complicated than some simple age/gender classification?

The truth is that demographic sectors don’t buy from our clients, human beings do. If we spend all our time trying to speak to DINKs (Dual Income No Kids) will we really get our message across? It’s a waste of time to market to a “target” – especially a moving target. Our focus should always be on people (you’ve seen them around, I’m sure) with names and faces and favorite places.

Certainly, demographic data is helpful. But that’s not all there is. Next time you think about what demographic market you want to capture, try working towards this one – Human Being breathing a must.

I'm a Headline, How are You?

Psychology has long identified four different personality types. But to look at them through the eyes of advertising is a lot more fun. The following is the first in a 4-part series discussing these 4 personality types and how you need to craft your message to be understood.

Headline

The Headline personality type is my favorite. Because like most people I best identify with the people most like me. That said, I think Headlines are the best.

The profile of a typical Headline:

• Results
• Acts first
• Business-like
• Makes snap decisions
• Risk taker
• Focused on NOW

The Headline can be identified by the look of their office:

• Clean desk
• A few family photos
• Work materials in use
• Cool efficiency

Headlines will pay attention to the dress code:

• Always appropriate
• Usually non-descript
  

The typical job title for a Headline is:

• Entrepreneurs
• Sales Managers
• Team Leaders
• Division Heads

Adjectives usually associated with Headlines:

• Forceful
• Persistent
• Leadership
• Control
• Competitive
  

Next in the series...Body Copy

Jaci Russo

Senior Partner

The Russo Group