BRIEF RELATED WORKSHOPS

TARGETTING YOUR AUDIENCE

Being able to relate to your audience correctly is one of the major factors. Effectively, if you are trying to communicate something which does not “hit” or relate to your chosen audience, often means that you probably will have failed in delivering a successful campaign. As part of our workshop, we went through a few methods which would ensure that we can successfully identify our target audience.

Research is the key: primary research (when the agency or yourself create tools such as questionnaires or survey...) and secondary (books, internets, magazines, museums...) where you put your collected facts together.

Once this is all done (although research is an ongoing process...), you will be able to “create” a profile of your targeted audience.

CLIENT

It is equally as important to research your client as it is to know your audience. Knowing your client will help you understand your brief even better. It enables you to knowledge yourself with other similar companies as well as their competitors.

As practice exercise, we had to research 2 companies and then place them on the chart. I chose Ikea and Pret-a-Manger.

Ikea: Privately held international company, with a great environmental impact mainly due to the creation of jobs worldwide, both directly and indirectly.

Pret-a-Manger: Also an international company, although it is mainly based in the UK, it has nevertheless outlets in the U.S as well as in Hong-Kong.

COMMUNICATE A MESSAGE
A message can be communicated to an audience/ people by different methods. Each method will have previously been designed so that emotion is felt. Those emotions have the purpose to try to get the audience to relate to the products being advertised.

• Innovation (advertising something new-never be seen before)
• Rational (logical, comparing)
• Emotional (luxury brand - newest car - often displayed by celebrities)
• Practical (down to earth, fact, necessity)
• Cultural (knowledge of life...)
• Money-Saving
• Sensory (using colours, flowers ie: M&S food adverts)
• Aspirational (Something or someone to look up to, wanting to make us "be" better)

Making sure that the "Message Communicated" is received and understood by your target audience will ensure a successfull campaign.

As a group, we drew how quick sketches of how to represent the following messages:

• Be More Confident
• Appreciate Culture
• Become Healthier
• Become Greener
• Educate Yourself
• Help Others