Matt VanDyke. Thoughts?. Homework. Which specific strategic approach is best for Grandma’s Molasses?. “There is nothing worse than a sharp image of a fuzzy concept” -- Ansel Adams. Components. Every agency has different components, but they are all really the same. Component one.
Which specific strategic approach is best for Grandma’s Molasses?
Every agency has different components,
but they are all really the same.
Competition (related to problem)
Increase revenue per sale?
Attract a new audience?
Change the brand’s image?
Make it stand for something new?
Big, bold, ambitious
But also concrete and measurable
“Increase usage of Cheerios among adult men by 35% in 12 months”
Change IBM’s image with professionals from a computer company to a big-problems-solution, consulting company within two years.
Competition (related to consumer mindset)
Proposition (SMP) or benefit
A great insight
Key Fact—Diamond rings are for the special moments in a relationship: engagement, big anniversary, etc.
Advertising Problem—Beyond that it is slim pickings. People don’t see other reasons to buy them.
Advertising Objective—Present new reasons to buy a diamond ring.
Target—Affluent, single working women in their 30’s and 40’s who are accomplished, successful, and financially independent (think “Sex in the City”).
Insight: Successful working women are tremendously proud of what they have achieved. They like to treat themselves to the “spoils” they have earned. They have a huge romantic attachment to the imagery associated with diamond rings, but they have never thought it was OK to buy one for themselves. We can give them permission!
Proposition—The right hand ring because you have earned it.
Support—For a single woman the left hand ring is a vestige of male domination. The right hand ring is the 21st century version of women’s liberation (er, for rich women)
“Raise your right hand”
Write a creative brief for Groupon
10 questions (22 answers)
Short answer (50%)
85% class/15% book (62 pages+36 pages Newman)