HOME :: INNOVATIVE MARKETING TIPS :: THE AUDIENCE FRAME OF MIND

The Audience Frame of Mind
Developing a Message that speaks to your audience and their frame of mind

The Wall Street Journal had several reports about advertising during the Olympics.  The reports noted that according to a Neilson report (by IAG) ads that played on our emotions outperformed the rest.

Well, yeah...

The Olympics are all about emotional and inspirational stories (at least they are supposed to be).  The Super Bowl, by contrast, is about aggression and strength under pressure.  It’s no wonder that ads like Visa's "Go World" campaign are in the top 5 for the Olympics.  They are speaking to their audience in an emotionally and contextually relevant way.

What’s astonishing are the ads that run during the Olympics that don’t attempt to touch us on an emotional level.  Some look more like Super Bowl ads.

The key to successful marketing messaging is not to just understand how to communicate to your target audience, but also to understand what frame of mind your audience is in. 

Check out the latest Posting: "Marketing in a Down Economy - without Discounts" on the JDM blog, "Big Marketing Ideas."

Marketing psychology is a tricky thing. Are we crafting our message carefully enough? Do we understand the psychology of marketing? Register to download, "The Psychology of Marketing."