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Find the Buried Treasure
“Arrgg, be Advertising Pirates”
Advertising Pirates• Pirates get the Booty
• Our booty is insight and information
• Insight: Market, Consumer, Brand, Communication, Path-of-Sale, Influences
Advertising Pirates• No, we won't steal ships
• Google is one of the many boats…
• There are many ships to sail
• Ex. Employee, consumer, SM user investigation; Purchase behavior identification; Determination of unknown barriers; Consumer interpretation of pizza/food brands
Deep Dish Dive
Behaviors & Actions
Beliefs & Perceptions
Pizza Pirate
Build the Booty1. Situation Analysis
A. Current Users
B. Geographic Location(s)
C. Digital Location(s)
D. Seasonality
E. Purchase Cycle
F. Creative Requirements
G. Competitive Sales, Brands & Media
Build the Booty1. SWOT -Cover the basics, but consider…
A. Digital Presence
B. Consumer Reaction
C. Differences in ordering
D. Perceived vs. Actual positioning
E. Any other ideas
Captain Eye-Patch• Don’t be blind to the target audience
• Determine Demographics and Psychographics based on research findings
• Heavy Users & Media Consumption
Research Books• We have work to do Advertising Pirates
• A lot of qualitative information based off of limited and tainted surveys, focus groups and interviews
• Take general ideas from research binders
• Make them better with better research & support
Creative Seas• Can’t develop any creative theme, idea or
message without understanding the above.
• We can’t go with our heart, we have to go with the consumers
• They buy what they like and want
• “No Dip Amanda”
What is a pirates favorite pizza topping?
Pepaaarrrrrroni.
Write Down Yer Idears• No idea is too stupid or outlandish
• Until proven with research
• Keep a notebook, spreadsheet, list, whatever with you at all times
• Write down any idea, thought or suggestion
• Talk about it!!
Keep the Waters Churnin’• Remember:
• We are AWESOME
• We will Kick Booty
• We will Learn
• Keep the energy, creative flow & intelligence going
• Amanda loves you
