We don’t remember every ad we see – we remember the ones that resonate with us. Whether it’s the iconic “Bud-wei-ser Frogs” commercial during Super Bowl XXIX in 1995, a billboard you saw on the way to work this morning, or a sponsored Instagram post, there are reasons why you remembered it. Today, with so many options of media available for consumption, it can be difficult to stand out from the clutter.
A consumer remembers certain advertisements because it resonates with them. When beginning to develop an ad or campaign, one of the first steps in the research phase is understanding the target audience. This is the basis for ensuring we connect with our consumers. Through DEVENEY’s engagement process, we tap into communities through an in-depth immersion and discovery. We set out to answer the following questions about who we are trying to reach:
· What are their general demographics such as gender, age, income, race, marital status, occupation?
· What are their media viewing habits?
· What is a typical day like for them?
· What is their attention span like?
· What type of messaging do they respond to?
· What do they currently feel about the brand?
· How do we want them to feel about the brand?
Answering all these questions will help determine what creative appeals to them.
When it comes to the creative execution of an advertisement, there are multiple ways to connect with the audience to make the advertisement memorable:
K-Mart’s “I Shipped My Pants”
FDA’s “The Real Cost”
ANAR’s Child Abuse Out-of-Home
DOVE’s “Real Beauty” Campaign
Apple’s “Apple vs. PC”
Each one of these advertisements showcases creative that resonates with a specific community.
Having an understanding of the brand’s target audience is not only important for message and creative development, it is crucial in selecting the context of how the ad is viewed. It’s not just about what the consumer is viewing but also how they are viewing it. For example, a millennial may have a higher response rate to an ad on Instagram or Snapchat, over a print ad. However, in the case of marketing a luxury hotel in New Orleans to an older audience with extra income to spend on travel, we would select more traditional tactics such as direct mail and print advertising. Client needs, budget and the business goal of the campaign also play a role in what media mix is selected.
What advertisements resonate with you? Tweet us your favorite at @DEVENEYnola using the #DEVchat hashtag.