Ad Stuff on Stickeys

what is the behavior the marketer is trying to inspire

a6) is it to drive an inquiry so the prospect takes the first step in their shopper journey? is it to drive sharing, so the prospect can bolster their social currency while spreading the word for the marketer's brand? or is it to encourage the consumer to try utilizing a product in a new way, so the brand becomes more integral to the consumer's life?

where is the recipient on his or her shopper journey

a5) since the motivations, interests, needs, pain points, and opportunities change and evolve along the path, so, too, should the content

who will be viewing the content

a4) match the content as closely as possible with interests and preferences of the recipient. on a macro level, those interests can vary by demographics and psychographics — as well as based on the individual's unique circumstances, motivations, and needs

if the content is to be discovered during an online search, what are the likely triggers that will inspire the search?

a3) if the content is about ease of use, for example, the tone and form of the delivery will need to be different if it is designed for someone considering a purchase versus someone having trouble using the product

when and where will the content be obtained and viewed, and if online, from what kind of device

a2) the optimal form may be different if it is likely being viewed from a desktop in an office rather than on a smartphone in a noisy big box retailer

what do my shoppers or prospects want or need to know, and when do they want or need to know it?

a1) getting the right content into the right place so that is easily discoverable or accessible a the right time with the right amount of depth is key to activating purchase behaviors

from a brand-activation perspective, the form of content that is best for a specific brand or circumstance will depend on the image the brand aspires to convey about itself based on its essence and promise, the actions or behaviors it is hoping to inspire, and the needs, interests, and receptivity of its prospects at the point they will encounter the content

their brands in and around their retail environments, and that requires knowing who is shopping and buying the brands, as well as how they are shopped and bought

that is the question marketers have to ask themselves if their brands score high on likability, intention to buy, and other metrics that indicate audiences understand and love their brands' stories, buy the brands are not winning the battle for transactions

the initial focus should be on developing the overall activation idea, and then, based on the program and its opportunities to help consumers or shoppers over their key inflection points, the messaging and approach to the supporting traditional advertising vehicles can follow

the brief need to precisely define both the consumer and the shopper, convey where all messaging falls on their paths-to-purchase, and identify the program's KPI's, so all stakeholders are aligned on how the work will be evaluated when in market

that will encompass broadcast, print, … the brand's essence, mission, vision, values, and personality need to be clearly conveyed in the brief to the creative teams

activating behaviors that drive toward transaction will always require understanding the true needs and wants of the shopper, and identifying the brand's best opportunities to satisfy them

the role of traditional media advertising as a tool for the aim is to look at the behavioral and belief needs of the target segments before, during, and after transactions

aida (attention, interest, desire, action) is out aim (activation imperative method) is in

and the potential to address them is clear, marketers can then deepen their understanding of the interests and motivations of the audience in order to facilitate delivering the kind of value that will engage them at those moments and create the opportunities to inspire behavior change

as well as database modeling, marketers can identify the critical obstacles or under-leveraged triggers that impact key audiences' movement toward purchase