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Advertising and Integrated Brand Promotion. Part 6: STP Marketing. “The best a ma...wait, who?. From 1903 to the late 1990’s, Gillette owned over 66% of the market on razors and razor blades. How do we continue growth... So they took a look at their markets, and segments.
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Advertising and Integrated Brand Promotion • Part 6: STP Marketing
“The best a ma...wait, who? • From 1903 to the late 1990’s, Gillette owned over 66% of the market on razors and razor blades. • How do we continue growth... • So they took a look at their markets, and segments. • Recognized a change in culture, and how it affected their segmentation. • “Gillette: The Best a Man Can Get”
Gillette for Women: Are You Ready • The number of women shaving had increased. • Market strategies hadn’t changed. • Created a new product line for a separate demographic. BT DUBS: THIS NEW AD CAMPAIGN COST GILLETTE $80 MILLION DOLLARS
The multi-tonged approach • Attack hard, attack fast: exposure, exposure, exposure. • Make decisions based on calculated research and data, while being creative!
The focus • Theories and practices from today need to work their way into our pre-production mentality as we approach our project. • So on top of our standard script, storyboard, shot list... • Focus on our reasoning for locations casting, wardrobe, style, theme, copy • Thennnnnnnn...make sure you’re focusing on consumer type, needs, functions, benefits, research tendencies... • ...while determining which method of advertising would be best... • ...all while being creative :)
Strategy • Just like in chess, or football you need to constantly plan out moves in order to stay on top of your opponent, and in control • Advertising works the same way • The consumer is a living breathing entity, and you must be willing to adapt
Refresh • 4 types of human needs • Biological, Safety, Love/belonging, Esteem • 2 types of benefits • Functional, emotional • 2 types of research • Internal, external • 2 types of consumer • Logical, social
STP Marketing • Segmenting- Breaking down diverse markets into manageable portions • Targeting- Choosing specific segments as the focal point • Positioning- Creating media that specifically appeals to the target segment
Demographics • Demographics are the initial segmentation of the population based on general descriptors such as: • Age • Gender • Race • Marital Status • Income • Education • Occupation • Geographic location • etc.
Let’s Pause... • Does anybody know what the U.S. Census is? • Do it..
Let’s critique • Groups of 3 • Work together to form opinions and explanation • Fill out worksheet, and provide an argument for the question ask. • Be prepared to defend to the class. • Each member of the group will be the spokesperson for 1 ad.
