Find the Buried Treasure

“Arrgg, be Advertising Pirates”

Advertising Pirates• Pirates get the Booty

• Our booty is insight and information

• Insight: Market, Consumer, Brand, Communication, Path-of-Sale, Influences

Advertising Pirates• No, we won't steal ships

• Google is one of the many boats…

• There are many ships to sail

• Ex. Employee, consumer, SM user investigation; Purchase behavior identification; Determination of unknown barriers; Consumer interpretation of pizza/food brands

Deep Dish Dive

Behaviors & Actions

Beliefs & Perceptions

Pizza Pirate

Build the Booty1. Situation Analysis

A. Current Users

B. Geographic Location(s)

C. Digital Location(s)

D. Seasonality

E. Purchase Cycle

F. Creative Requirements

G. Competitive Sales, Brands & Media

Build the Booty1. SWOT -Cover the basics, but consider…

A. Digital Presence

B. Consumer Reaction

C. Differences in ordering

D. Perceived vs. Actual positioning

E. Any other ideas

Captain Eye-Patch• Don’t be blind to the target audience

• Determine Demographics and Psychographics based on research findings

• Heavy Users & Media Consumption

Research Books• We have work to do Advertising Pirates

• A lot of qualitative information based off of limited and tainted surveys, focus groups and interviews

• Take general ideas from research binders

• Make them better with better research & support

Creative Seas• Can’t develop any creative theme, idea or

message without understanding the above.

• We can’t go with our heart, we have to go with the consumers

• They buy what they like and want

• “No Dip Amanda”

What is a pirates favorite pizza topping?

Pepaaarrrrrroni.

Write Down Yer Idears• No idea is too stupid or outlandish

• Until proven with research

• Keep a notebook, spreadsheet, list, whatever with you at all times

• Write down any idea, thought or suggestion

• Talk about it!!

Keep the Waters Churnin’• Remember:

• We are AWESOME

• We will Kick Booty

• We will Learn

• Keep the energy, creative flow & intelligence going

• Amanda loves you