Big Idea of the Day--Eric

Big Idea?

Interrogate the product

Click icon to add picture

Until it confesses!

Step One: What does WD-40 stand for?

Answers to:

What are some uses?

What is its greatest strength?

What do people have against it?

Why is this more than a commodity?

How does it fit into people’s lives (when do they use it)?

What if we had to write a positioning statement based on what we know

For target audience WD-40 is the frame of reference that benefit

How might the benefit look as a proposition?

What kind of ads could we do?Insight, sell, twist

Investigate the Marketplace

Investigate the Marketplace (category)

Demographics (incl. socioeconomic and cultural)

Psychographics (esp. values and attitudes)

Benefits sought

Buying behavior (seasonality, occasions, usage rate)

Brand Loyalty (what unites loyalists?)

Simmons Choices III

Survey: 5,000 questions; 50,000 possible answers

Sample : 30,000 adults

Product categories; demographics; lifestyles; attitudes

Demographic/psychographic cross tab mother lode

Simmons Choices III Demo

Think MRI+ with depth and breadth

Denture Cleaner

Strategic Questions

How might we want to position our product if we wanted to increase use with our best customers?

How might we want to position our product if we wanted to create trial with our least frequent customers?

Target men or women?Advertise differently to men and women?

Homework

Client: Walgreens:Product: Pregnancy Tests

Homework—Simmons Due first class next week

In teams of three

Cross tabs

Columns: 1) Home Pregnancy Test used last 12 months (“yes”); 2) Attitudes>Health & Medicine> Any agree: OTC store brands work like advertised brands.

Rows: Demographics: 1) Age 22-24; Age 40-44

Answer: 1) Which is the better target and why?; 2) should they create a store brand or not?

Teams 208.2

Adamus, Danzinger, Di Francesco

Elkin, Fox, Kaiser

Kaye, Kittel, Liu

Morrissey, Nadal, Rackover

Rubino, Schaefer

Ghias, Gurss

Details

3 Choices III leaded computers in Bird Library, 3rd Fl.

GSIC (“Geographic and Statistical Information Center”)

Terminals reserved for us: Thurs. 1/27 10am-10pm; Fri 1/28 10am-6pm

Any trouble talk to Michael Pasquloni, 2nd Fl, rm 200

Knowing the truth of the category helps you…

Break out of the false man-made (leader dominated) category

Sheehan’s first law

Tampon AdvertisingWhat is it like?

Kotex

Knowing the marketplace psychographics…

Helps you create psychographic segmentation

Nissan segments

Epicures

Gearheads

Purists

Functionalists

Road-Haters

Negatives

Helps you talk the audience’s language

Big Idea of the Day