a road map for the creative team. 1. insights about the target audience 2. insights about how the...
TRANSCRIPT
Chapter 5: StrategyA Road Map for the Creative Team
1. Insights about the target audience
2. Insights about how the target interacts with your brand
3. What you want your target audience to know and feel
4. Key insight (the big idea)
Formats for creative briefs
Demographics are the “skeleton”
Psychographics and lifestyle are the “body and soul”
Target audience
Insights about target audiences
Among people who drive expensive cars, a ding is a threat to identity.
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Emotional appeals are usually stronger than rational appeals.
People feel before they think.
Emotional + rational appeals = WOW!
What do you want you target audience to know and feel?
One page should be enough to give insight to the creative team
The following format is typical…
Stating the strategy
1. Who is my target?2. Where am I now in the mind of the consumer?3. Where is my competition in the mind of this
person?4. Where would I like to be in the mind of this
person?5. What is the consumer promise, the “big idea”?6. What is the supporting evidence?7. What is the tone of voice for the advertising?
Strategy statement format
Foote, Cone & Belding strategy-planning model
High involvement
Low involvement
FeelingThinking
Informative
High involvement
Low involvement
FeelingThinking
Foote, Cone & Belding strategy-planning model
Informative model
Types of products: Cars, electronics
Consumer purchasing model: Learn-feel-do
Ads with long, detailed copy, demonstration
Thinking/ high involvement
Affective
High involvement
Low involvement
FeelingThinking
Foote, Cone & Belding strategy-planning model
Affective model
Types of products: Jewelry, fashion, cosmetics
Consumer purchasing model: Feel-learn-do
Ads with dramatic visuals, emotional copy
Feeling/ high involvement
Habit-formation
Affective
High involvement
Low involvement
FeelingThinking
Foote, Cone & Belding strategy-planning model
Habit-formation model
Types of products: food, household items
Consumer purchasing model: Do-learn-feel
Small space reminder ads
Thinking/ low involvement
Affective
Self satisfaction
High involvement
Low involvement
FeelingThinking
Foote, Cone & Belding strategy-planning model
Self-satisfaction model
Types of products: alcohol, candy
Consumer purchasing model: Do-feel-learn
Attention-grabbing, point of sale messages
Feeling/ low involvement
Briefcase:Pier House Resort & Caribbean Spa:
Let Yourself Go
Maintain Pier House as one of the true remaining “Key West” institutions on the island
Do not compete on price
Pier House campaign objectives
1. Pier House is the Flagship Hotel of the “Key West State of Mind”
2. PH is distinctive, with such attributes as a private beach and its place as the focus of island-wide events
3. PH is an outstanding property: recently renovated, in an ideal location right on the Gulf, with new waterfront suites
4. The attitude at the PH is very laid back (like Key West; neither snobby nor pretentious but very open-minded)
5. PH is very guest-oriented
Five Brand Support Points
The Pier House Resort & Caribbean Spa is the flagship hotel of the “Key West State of Mind”
Brand Essence
For upscale travelers who still have a bit of “pirate” in them, Pier House Resort & Caribbean Spa is the ideal destination in Key West, with its unique combination of luxury resort accommodations and guesthouse charm. All wrapped up in a genuine “Key West” approach to life.
Brand Statement
1. What does the target audience believe now? Key West is a temporary escape from reality
and the Key West “persona” Those who are familiar with Pier House
strongly associate the perceived personality of Key West with the property itself
Creative Brief
2. What do we want them to believe? Pier House is the most complete
embodiment of the Key West Experience, indeed the “flagship hotel of the Key West State of Mind.”
If one wants to experience what Key West really is—in comfort from a full-service hotel—there is really only one option.
Creative Brief (continued)
3. What is the most significant essential truth? There is no other property that reflects Key
West in quite the same ways that Pier House does
Creative Brief (continued)
4. What is our strategy? Own ‘Key West.’ Tie Key West and Pier House very closely
together. Ideally, align them so closely in people’s minds that you cannot think of one without thinking of the other.
Creative Brief (continued)
“Key West State of Mind” “This is Key West” The client chose the second solution
Two creative solutions
Courtesy of Nasuti + Hinkle Creative Thinking.
Courtesy of Nasuti + Hinkle Creative Thinking.
Courtesy of Nasuti + Hinkle Creative Thinking.
Identify Pier House with the perception of Key West and the reasons people are drawn to it—specifically to let their hair down and be a bit carefree for a few days
Illustrate attitudes and behavior that are welcome at Pier House
We want our target to realize that Pier House is a place you can “Let yourself go.”
Refreshed the campaign in 2012
Courtesy of Nasuti + Hinkle Creative Thinking.
Courtesy of Nasuti + Hinkle Creative Thinking.
“In an age when the average client/agency relationship has a shelf life of two to four years, we are happy to be entering our eighth year with the Pier House and have seen every year bring more responsibility, confidence and trust.”
-Creative Directors Karen Nasuti and Woody Hinkle, Nasuti + Hinkle Creative Thinking