We are targeting women, 34-59, who could be considering the purchase of [product]. She is a single mom and probably has a boyfriend, but they've been having problems because he doesn't like kids and, frankly, he's been drinking too much lately.
She takes umbrage at having to compromise, but also finds solace in knowing she's very good at it. She always finds a balance between home and work via her superior ability to manage multiple tasks. However, this cannot, in any way, be labeled as multitasking; it is something deeper that we have yet to find a word for (it might not even exist) but you get the general idea.
Her style doesn't get in the way of her functionality, as this is her core value. Conversely, she has an understated sexiness and a confident attitude that others find inspiring and off-putting.
Striving for upward mobility, she shops at Old Navy and sometimes Target if she's feeling fancy.
She doesn't like to be marketed to directly, so we must subtly appeal to her yet allow her to know that we're talking to or about her. Research has found that pronouns should not be used when advertising to the target. Also, she likes messages to be stated simply, but appreciates complexity and even admires it.
Of course, the state of the economy will restrict us creatively. People are upset, and research has found that they want to stay that way. Therefore, we cannot be humorous, as this would send the wrong message.
Your assignment is to create relevant and impactful messaging following these clearly stated guidelines.
No comments:
Post a Comment