Hitting the Sweet Spot Flashcards
Hitting the sweet spot occurs when what two types of insights connect?
Combining consumer and brand insights
What makes a consumer insight good?
It is about them as a people and does not need to say anything about products or brands.
What is bad consumer insight?
Consumers like to save money, consumers dislike bad service, consumers like clothing that looks good and fits well.
What is a brand insight?
A brand insight is an insight into your brand or the brand space, from the customer perspective.
Why is a brand insight also called a brand truth?
A brand truth is something consumers already believe is true about your brand or your type of product
What makes a brand insight(brand truth) good?
It is from the consumers perspective, a brand insight must be something that your target market already believes, or could easily be persuade to believe is true.
Look at the slides asking, which is better consumer insight about (person’s name)? Be prepared for another one.
Happiness is a moral commitment. Jane sees herself as a happy person, and for her, being happy is more than a feeling, it’s a moral commitment. Good people are happy, even under adversity.
Shoes express your intent for the day. Jane likes to “put her best food forward” by wearing shoes that are a good omen for what she wants to happen that day.
What are the three types of consumer insights?
Insight into motivation
A solution into a Mystery
The key to success
What is insight into motivations?
Explaining your motives is more insightful
Why do people have that or want that
What is a solution to a Mystery?
Something in the data doesn’t make sense
Find some kind of contradictions or odd in the data
Explain why that is (solve the mystery)
What is the They Key to Success?
Often the most straightforward
What’s not obvious is this group wants ABCE but if you dig deep its D
You are able to figure out what is really for people and why it is useful for the business.
Why do ads that hit a consumer’s sweet spot gain the consumer’s attention?
Hitting the sweet spot often just means “just the right amount” of something; not too much and not too little.
The sweet spot is the psychological spot that offers the greatest opportunity for the brand to become relevant to the consumer.
What three main ways to personalize the ad or offer?
Contextualization
Identification
Personalize the offer
What is contextualization and give an example?
Frame the ad in context that is interesting to a consumer
Example: If the consumers likes surfing, set the ad in a surfing context
What is identification and give an example?
Use the consumer’s name or other self-relevant.
Example: If the consumer’s email address ends in Umich.edu, have one of the people in the ad wear a UMD Sweatshirt.
