The document discusses the importance of targeting audiences for effective marketing. It emphasizes focusing marketing efforts by narrowing the target audience definition, uncovering key insights about their behaviors and attitudes, crafting relevant messaging, and choosing media environments that match the audience's mindset. Specific examples are provided for defining demographics, narrowing targets, discovering audience insights, creating meaningful brand promises, and selecting authentic contextual environments for messaging. The presentation concludes by outlining elements of an effective creative brief to organize marketing plans around a targeted audience.

1. Monday, October 24, 2011

2. Targeting Your Audience
10.12.11
Monday, October 24, 2011

3. 1.
Introductions
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4. Dan Monroe
Cayenne Principal/Writer
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5. Sarah McDonald
Account Services Director
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6. Monday, October 24, 2011

7. NOW...
Targeting
[your audience]
The most important (and often overlooked)
key to effective marketing
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8. Goal:
1. Deliver a branded consumer experience
2. To a targeted consumer
3. In the right environment
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9. How:
1. Focus your target
2. Focus your message
3. Focus your delivery
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10. START
WITH Basics
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11. START
WITH Basics
How do you define your target?
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12. Basic Target Information:
Demographics
‣ Age
‣ Gender
‣ AHHI
‣ Geography
‣ # dependents
‣ marital status
‣ working
‣ media behavior
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13. This is a helpful start.
But in order to be a relevant brand...
you really need to know your audience
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14. Narrow your target
‣ There is a BIG difference between targeting a
mother who works at home and one who
works outside the home. Narrow is better
‣ Example: Miller High Life
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15. Uncover Key Insights
‣ Effective engagement requires a deep
understanding of the target, not just the broad
demographic understanding
‣ What are their behaviors? What is their day
like?
‣ What are their attitudes & opinions?
‣ WHO ARE THEY???
‣ Example: People who floss
‣ Example: FILA
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16. Ways to find key insights
‣ Ethnographic research – get out there and live
among your target
‣ Follow your target online – blogs, social media.
Who are they following? What are they posting
‣ Use research to uncover unintended insights-
ex. magazine readership, what does this tell
you about your audience?
‣ Keep up with changes in market research
techniques
‣ Don’t underestimate your gut
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17. Monday, October 24, 2011

18. WHAT
TO Say?
Focus your message.
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19. Relevance, Relevance, Relevance
‣ Apply what you know about your audience
‣ What is the SINGLE most important promise
your brand/product/service offers this specific
target?
‣ How can you make your brand meaningful?
‣ Example: Chrysler Mini Van
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20. Monday, October 24, 2011

21. SO YOU
SAY IT Where?
Focus your media.
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22. Choose the right environment
for your message
‣ Understand context around your brand. Brands
need to be relevant & authentic, a brand needs
to understand where it fits in the world (and
where it doesn’t)
‣ The consumer culture is constantly evolving.
Brands are recognizing the importance of
culture.
‣ Example: Agencies hiring cultural
anthropologists to provide insight into our ever-
changing consumer culture.
‣ What other relevant examples of context have
we mentioned?
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23. Take it one step further – match
your target’s mindset
‣ Messages resonate when they are in harmony
with the environment.
‣ Match encounter with a positive experience &
make messages relevant
‣ Example: Luxury Rental Car company WIFI
‣ Example: FirstBank’s online banking ad at a
ski resort read: “Bank in in your ski mask
without getting arrested”
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24. Monday, October 24, 2011

25. ORGANIZE
YOUR Plan
THE CREATIVE BRIEF
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26. THE SIMPLE BRIEF:
1. What do we want to accomplish by creating this piece of
communication?
2. What would be helpful to know about this audience?
3. How do we want to position the company/service/
product?
4. What is the single most important thing we want them
to take away from the communication piece?
5. Why should they believe us? Support?
6. Personality/Tone?
7. What are the mandatory items that must be included (eg:
call to action, phone number, Web site)?
8. What is the client expecting from us and when?
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27. Let’s try one...
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28. {this}
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29. {not this}
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30. {not this}
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31. {not this}
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32. Thank you.
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