Creative Studio Coarse Future of Advertising @MCAD www.foa2012.posterous.com

1. FUTURE OF ADVERTISING
Fall 20 Thursdays, 1-6 PM
Instructors: Zach Pentel & Boriana Strzok
Class 5: The Role of Research | Target Audience

2. TODAY’S CLASS:
REVIEW THIS WEEK’S ASSIGNMENT
THE ROLE OF CONSUMER INSIGHTS, RESEARCH AND TARGET AUDIENCE
RETAIL TRENDS & FORECASTING
CLASS PROJECT OVERVIEW

3. BEFORE IDEAS WE NEED CONTEXT
1. Who is your target audience?
2. Where is your target audience located?
3. What do they think about your current brand?
4. What would you like them to think about your brand?
5. How will you attract them to your products or services?
6. Who else is competing for their loyalty and devotion?
7. Are you targeting business or consumer sectors?

4. ONCE
UPON
A TIME
Brands told us
what to think,
what to buy
and how to feel.

5. TODAY
Consumers seek interaction and
valuable brand experiences.
Brands are required to tell stories,
stay engaged and listen to
consumers.

6. CONSUMERS
Stay connected 24/7
Consume and send data
Share and create content

7. IN A WORLD DRIVEN BY ONLINE INTERACTIONS
DATA IS THE NEW CURRENCY

9. INSIGHT:
60% would give their personal information to a brand for a
tangible benefit (discount or a VIP access to future product)

10. INSIGHT:
45% of people have apps created by a consumer brand like: Nike and H&M

11. RESEARCH IS:
generating insights about a brand or its consumers.

12. TARGET AUDIENCE
WHO? WHERE? HOW?

13. Gather consumer data
that gives insights:
• Behaviors • Needs
• Perceptions • Wants
• Opinions • Knowledge
• Feelings • Awareness
• Beliefs • Media they use
• Values • Language they use

14. Find out what is important to your target segments:
• Product or Service Features
• Functional Benefits
• Ordering Benefits and/or Memberships
• Emotional Benefits
• Social Status or Behaviors

15. Today brands are developing more ways to be an important part of
the consumer’s life and have the consumer be part of the brand story.

16. Understanding your audience

17. Audience: Aspiring Athletes.

18. What’s the goal?
TO INSPIRE FITNESS-MINDED PEOPLE TO EXCEL AT THEIR SPORT

19. Insights are not just about seeing the truth, but feeling it.

20. NIKE “Find Your Greatness”
Audience: Everyone.

21. Now, we're all susceptible to Nike's message.

22. “Nike is one of the few major sports labels that has truly
embraced the digital generation. They recently changed their
core target market to seventeen-year-olds, citing that the age
group spends 20% more on shoes than their older
counterparts. This shift in perspective has brought about an
entirely new approach to their communication with their fans
because marketing nowadays is all about communication.”

23. “Connecting today is a dialogue.”
–Mark Parker, Nike CEO

24. THE FUELBAND
A wristband that enables sports-
lovers to track their progress
through an interactive website.

25. Running counts. Jams count. Style counts.
Splits count. Basketball, soccer, tennis, football,
snowboarding, skiing, lacrosse, baseball,
softball - those all count. Walking, flying,
training, cardio, jumping, stacking, taking the
stairs - they all count too.
THE NIKE+ FUELBAND.
LIFE IS A SPORT. MAKE IT COUNT.

26. Fuelband acts as a constant marketing survey for Nike
products and Nike’s market, regularly letting Nike know
what people like about what they sell and which sports
are most popular.

27. Fuelband spawned an online community that revolved around Nike bringing sports into
people’s everyday lives.

28. Nike went where their target market was.
They talked to them on their level.
Resulted in new brand personality for Nike.

29. THE RESULTS:
Facebook > 8,938,010 likes
Nike Footballs Facebook page > 11,807,328 likes
Nike Facebook app > 360,000 monthly users
(that’s 360,000 people updating Nike’s market research every single month)
Nike Chance Facebook app > 250,000 monthly users
Nike Free Run iD > 80,000 monthly users
Twitter > 377,367 followers

30. Leading the transition into the digital world.
Nike really understands how the social networking world operates.
2011 Nike spent $2.4 billion on marketing, most of it for online interaction.

31. On the flip side, not understanding your audience

32. Motrin “We’ll feel your pain?”
Audience: Moms.

33. Motrin thought they were being "tonally correct."
They didn’t test the idea in front of their actual audience before releasing it.

34. Needless to say, moms were pissed.

36. Dr.Pepper TEN
Audience: Men

37. MANLY ENOUGH?
The ad campaign and soft drink were developed in an
attempt to corner the male diet soft drink market.
According to USA Today, it “was developed after the
company’s research found that men shy away from diet
drinks that aren’t perceived as “manly” enough.”

38. Jill Pontozzi at The Mary Sue snarks:
“Next time Dr. Pepper, just put genitals on all your beverages,
that way we’ll know which ones are ok to drink.”

39. At Jezebel, Anna North rounds up some comments at Dr. Pepper’s Facebook page:
“Just heard about this Dr Pepper Ten; must’ve been too busy being barefoot
and pregnant in the kitchen.”
“Rigid gender roles and rules are totally cool. Keep it classy, Dr. Pepper. It’s a
good thing you’re here to tell us how to act and keep us all in our place.”

40. LET’S REVIEW
How do you define your target audience?
Who are the current customers, and why do they buy from you?
Who are your potential customers?
Who are your competitors targeting? Who are their current customers?
Analyze Your Product/Service - the benefits do they provide.

41. What specific demographics do you target?
Figure out not only who has a need for your product or service, but
also who is most likely to buy it. Think about the following factors:
• Age
• Location
• Gender
• Income level
• Education level
• Marital or family status
• Occupation
• Ethnic background

42. How does your product or service will fit into your target's lifestyle
What are the psychographics?
Psychographics are more personal characteristics of a person:
• Personality
• Attitudes
• Values
• Interests/hobbies
• Lifestyles
• Behavior

43. Evaluate your decision:
Once you've decided on a demographic, be sure to consider these questions:
• Are there enough people that fit the criteria? Where do we find them?
• Will the target really benefit from the product/service? Will they see a need for it?
• Do you understand what drives the target audience to make decisions?
• Can you reach them with your message? Are they easily accessible?
• Will the target be inspired to promote the brand?

44. TODAY’S WORK SESSION
Project overview: Nasty Gal
“REDEFINE ONLINE SHOPPING”
Start market research:
• Retail trends
• Brand history
• Target audience

45. NEXT WEEK’S ASSIGNMENT
Research Deck: The Future of Fashion Retail
Compile your research into a deck and post to the blog.
Start by answering the following questions:
The Industry
• What is the state of the industry?
• What are some of the leading industry trends?
• What is the next big thing for retail online?
• Technology trends and innovations?
• Social shopping online as a new platform
• Examples of sites for shopping online using Social Media?
Fashion Retail
• Who are the leading online fashion retail brands?
• How is their online experience unique?
• What innovative approaches are out there within the leading brands?
Audience
• Define Fashionista? Examples.
• Who are the leading fashion bloggers/sites?
• What does it mean to be an influencer in the fashion industry?
• What is a Trendsetter?

46. NEXT WEEK’S ASSIGNMENT
Research Deck: The Future of Fashion Retail
Your deck should be:
• Designed to reflect your research
• Include a title page with your name, school name and the project title
• The information should be organized in categories and easy to understand
• Include key trends and consumer insights you found to be important
• Give examples and include supporting images
• The design of the deck should be engaging and visually appealing
• Define terms and site all of your sources