By Greg Cynaumon, Ph.D., Partner, ROI Media Direct
Let me ask a few questions about your consumer. In their free time, do they watch TV or read? Do they prefer reality TV shows over sitcoms? What color cars do they drive? Are they analytical or creative? What charities do they support? Do they listen to public broadcasting, sports, or conservative talk radio? What internet sites do they frequent for fun or for news?
As the resident “shrink” at ROI, it confounds me how agencies blindly spend your marketing budgets. I mean, if I don’t have a lock on your consumer’s personality traits, how in the world can I write copy that produces results - much less where to reach your consumer across all media channels. That’s why we created Ad•col•ogy.
Ad•col•ogy Drives Creative Messaging
Ad•col•ogy starts with interviewing a small group of your consumers and those within your company who communicate with your consumers daily. We collect and analyze that data to build your CONSUMER PROFILE, which becomes the template for our creative messaging. Why is this so important? Because EVERY WORD of your ad copy must reflect, resonate and activate your consumer.
TEST! TEST! TEST! Ad agencies love to test because they’re learning on your dollar. Ad•col•ogy significantly reduces media testing metrics by determining which media channels your consumer frequents.
Ad•col•ogy activates your consumer through shared experiences. For instance, say you sell identity theft protection. Old school creative would toss crime stats out and play off consumer fears. That may work for early adopters, but the campaign will stall. Ad•col•ogy analyzes the shared experiences of consumers who make up the largest group of potential consumers: those who are ambivalent about your product or service. Basically, they’re willing to be sold, but nothing you’ve said so far has moved them.
We analyze your ambivalent consumers to learn why they don’t identify with your product - in short, what’s holding them back. This intel generates a list that, when included in messaging, speak to your ambivalent consumer. For example... the shared experiences that motivated this group to purchase identity theft protection were discovered in these simple questions: do you bank online, do you have file-sharing software on your computer, do you shred receipts and bank statements, etc. Basically Ad•col•ogy causes the consumer’s to identity him or herself with your product and then move to action.
Bottom line, the science of Ad•col•ogy is a difference maker among our clients. It’s resurrected campaigns after other agencies have said it’s dead. It’s drastically shortened the testing cycle, thus saving our clients tens of thousands in wasted media. And it has allowed us to keep amazing clients like LegalZoom.com a market leader and media powerhouse for over six years.
If you’d like a FREE session with me to discuss your campaign, I’d be pleased to visit with you.