At Cubeyou, we provide the raw data. A lot of raw data. And we love nothing more than to watch a brilliant marketing team take that data and transform it into a winning pitch.
Big brands usually think they understand their consumers – but when you can tell them facts about their target audience they didn’t know (facts that your competitors didn’t bother to dig up), you have a much better shot at winning their business. Having a thorough knowledge of a brand’s target audience makes an impressive first impression, which Blitz, one of our favorite marketing agencies, used to their advantage when winning the bid for a new fresh juice product.
What Blitz did with our data was nothing short of brilliant (and their new client thought so too). We tell the whole story in our new case study.
But we reserved a little something extra – we went back and analyzed how Blitz’s winning pitch worked, and found 5 key takeaways you can use too.
#1 - Don’t just show them the data – put the data into context.
Does the target audience follow brands like Victoria’s Secret, ADELE, and DSW? What adjective would you use for that type of person? BLITZ summed it up perfectly by saying “She is really girlie,” which gave the bare facts relatable personality. Then they did this for each category of interests. The result: It was like hearing someone tell you about their best friend.
#2 - Introduce who s/he is.
The brands someone follows tells you a lot about their values, goals and aspirations. In the case of a fresh juice buyer, interests likely include organic foods, athletic events and fashion – they care about feeling good and looking good. But that isn’t the whole picture. To really introduce the entire person, you have to make sense of the facts that don’t fit neatly together, like a health “nut” who also loves Ben&Jerry’s. It’s in these contrasts that you find real, human identity, and that’s what you need to target your audience precisely.
#3 - Tell’em what they want.
Using brand data, you can also get insight into what the target wants and what kinds of products fit into her lifestyle. For example, someone interested in purchasing fresh juice off of the shelf is someone who both wants to live a healthy lifestyle, but also values convenience. She lives a busy life and needs healthy options that can move with her.
#4 - Show them where they are.
The social media preferred by a target is a powerful indicator of how they want to receive information. Instagram users, for example, are very visual – you’ll want your product packaging and marketing to be visually appealing (Instagram-worthy, even).
#5 - Reveal cultural context.
What trends has this persona embraced? What upcoming trends are they likely to follow? Look at the persona within a broader cultural context to see how they see themselves. People act in ways that reinforce their self-images. Tap into that, and you’ll reveal almost spiritual connections.
With Cubeyou, you have all the data you need at your fingertips – but don’t stop there. Analyze. Paint a picture of how all of these facts come together to form a complete person. Then use your creative genius to create strategies that speak, specifically, to that person.
You’ll come up with real-world, data-grounded strategies no one else will have brought to the table.
Read more about how the Blitz agency landed their new client, Grimmway Farms, in our case study.