Research

Before we start hammering out a cool headline or dreaming up a stunning visual effect, we need to do our homework. Identifying the Problem (which is often given by the client) is crucial to figuring out the correct message send to potential customers.

If we are going to truly be able to communicate to our audience, then we are going to need to be able to “get inside their head”.

In addition, we must understand that in order to get to selling our product to the market, we have to sell the boss on the idea. Regardless of the situation, whether you’re dealing with a client or an art director, someone will have to sign off on your project before it can be executed.

Understanding the client

Contacts & networking

Understanding the Product & the Market

Market research

Shop the competition

Look at the “big picture”

Market Segmentation

Review of Demographic / Psychographic

Product Research

Talk to users

Tour the factory

One of the greatest ad campaigns in the history of American advertising started with a factory tour in Wolfsburg, Germany.

Talk to sales reps.

Use the product

A spec sheet is almost never as valuable as having actual experience with the product in question.

Research may show that the client has misidentified the issue

Example

A major automotive manufacturer wants a TV spot for an SUV

Sales are in a huge slump

Client is concerned with positioning product against other SUV as more Eco-friendly

Survey of dealerships indicates that potential customers are walking off the lots due to lack of model/option availability

They want Arctic blue

Units in this color produced in the lowest quantity

Is this an advertising or marketing issue? Now what do we do?