Sell the Unsellable
Your task in this unit of work is to sell products, ideas, concepts to difficult audiences. If you ever watch Gruen on the ABC, this is a very popular segment. See the Examples of selling the unsellable below:
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When beginning your advertising campaign, it is very important to understand your target audience. Understanding your audience will help you make clever and 'targeted' decisions about HOW to market to them. A target audience is a defined segment of consumers that one may want to engage with a product or service. When considering your target audience you need to think about:
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Audience Geographic. Where they are.
Audience Demographic. Who they are.
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Audience Psychographic. What they are.
Audience behaviour. What do they do?
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Watch the following 2 commercials for Proactiv and Nandos. Try to summerise the audience geographic, demographic, psychographic and behaviours for each commercial.
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Positioning
Before you can market a product to a potential audience you must think about how you can create a brand image that is identifiable and sets you apart from your competition. This is call market positioning. There are many different strategies for positioning including:
- Product attributes and benefits: Associating your brand/product with certain characteristics or with certain beneficial value
- Product price: Associating your brand/product with competitive pricing
- Product quality: Associating your brand/product with high quality
- Product use and application: Associating your brand/product with a specific use
- Competitors: Making consumers think that your brand/product is better than that of your competitors
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Consider the way that Steve Jobs positioned the original iPhone in relation to its mobile competitors in 2007 when the iPhone was first released. Watch from 5min to 7min Which of the strategies above is Steve using? |
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Now it's YOUR turn!
You will need to choose one of the following difficult product/audience combinations:
Your task is to create an advertising campaign that positions your marketing from your competitors and targets your advertising directly towards a specified target audience. You must consider positioning strategies and audience demographic, geographic, psychographic and behaviours.
Your advertising campaign can take the form of:
Your submission must be accompanied by a written statement of less than 500 words that outlines the advertising strategies used to position yourself apart from competitors and target your marketing towards your target audience.
Your final product will be assessed on:
- Selling ice to eskimos
- Selling vaccines to anti-vaxxers
- Selling meat to vegans
- Selling religion to atheists
- Selling vegetables to children
- Selling vodka to nuns
- Selling skateboards to the elderly
- Selling cosmetics to male prison inmates
- Selling political memberships to political extremes (eg: the Greens, or the US Republican party)
Your task is to create an advertising campaign that positions your marketing from your competitors and targets your advertising directly towards a specified target audience. You must consider positioning strategies and audience demographic, geographic, psychographic and behaviours.
Your advertising campaign can take the form of:
- A 30sec - 1 minute TVC (to be aired during a text and channel of your choosing (eg: the news on ABC)
- 6 social media tiles (for a specified social media form: eg: Instagram, Facebook, Snapchat, etc)
- A 2 page spread in a specified print medium (eg: The AGE Newspaper, Girlfriend Magazine, etc)
- 6 roadside billboards in a location of your choice (eg: Melbourne city, rural Alabama, etc)
Your submission must be accompanied by a written statement of less than 500 words that outlines the advertising strategies used to position yourself apart from competitors and target your marketing towards your target audience.
Your final product will be assessed on:
- Your ability to position yourself apart from your competitors using at least 3 strategies
- Your ability to target your marketing towards audience demographic
- Your ability to target your marketing towards audience psychographic
- Your ability to target your marketing towards audience geographic
- Your ability to target your marketing towards audience behaviour
