Marketing towards men and women with one creative

Is it possible to use the same creative, marketing toward a female and male target using the only one creative. On the B2B market it probably is, because you a marketing towards a professional archetype more than a personal archetype, and since there is a media purchase category called “Persons” (instead of male or female) it probably is.
The question should therefore be: Is it, or when is it, a good idea to split your marketing budget in two pools? One for the girls and one for the boys.

when I get the time….

I will do a study analyzing the gender bias of commercials booked in a P(ersons) media group. Is there a gender difference in the way a commercial is percieved, and most of all liked? And how large is it.

There is no point to testing commercials placed in a Male or Female media group. Anti aging cream and hair dye commercials will appeal more to women than commercials for tuning exhausts will.

The different types of Purchase

The purchase action can be divided into 5 different types:

1. Completely planned purchase. Everything has been planned ahead. The purchase itself is just a transaktion.
How to influence:

2. The planned purchase.  I am going shopping for a new flat screen tv. I know the size I want, I know which features i require and I know which price range I am looking in. But I havent decided on brand and model. Let’s see what Radio Shack has to offer.
How to influence:

3. The reminded purchase.

4. The planned impulse purchase

5. The pure impulse purchase. Wow a chainsaw / icecream maker / rocking chair / ninja sword. I gonna get me one of those.

 

The buying process

This model describes the buying process for a larger good. That could be Mars bar or a Mercedes, depending on your vallet, but I would guess that this process is relevant for purchases from €100 and up for the average Danish family.

The buying process can be divided into the following steps:

1. The General Purchase descision. This is where the financial situation is considered, and if its a “go”, a price range is decided.
I.e. Are we going on vacation this year. If Yes, how much can we afford to spend.

2. The specific Purchase descision. OK. We are in the €2.000 holiday bracket. What are the options. 1 week in a mediocre family resort in Mallorca, Three weeks of semi local camping or a week-end in LeMans watching the 24 hour race.

3. The Selection. Well Dad was overruled…again…. so no LeMans this year either. We are going 1 week to Mallorca. Which travel agents is offering what in our price range? And this is not just hotels and locations.Add ons like additional luggage, financing, airport to hotel transfer etc. are being considered here.

4. The actual purchase. This fase is still interesting for the retail POS marketeer, but for the media marketeer, the battle is either won or lost at this point.

 

AIDA

I remember many years ago, working as a desktop publisher, and participating in a series of meetings with various ad agencies pitching for our account, one of the contestants presented the AIDA model as the method for their work. I was very impressed with this model, but a more experienced co-worker quickly dismissed the model as being entry-level and simple, and for many years I adopted that stand point.

Now, some 15 years I am reading a book about Effective Advertising (a danish book by Claus Due called “Annoncer der virker”) and that entire book is about ad performance. The startingpoint of that entire book is the AIDA model, and I now see that my initial gut feeling were correct, and that I have not beeing doing that model justice the last 15 years.

The reason that the AIDA model is so cool, are several:

1. It’s an ad checklist. Does it create attention? Does it keep the reader Interested? Do the reader end up desiring the advertised product? Does the add provide the info needed for reader to react? A single ad might not need to check every box on the list, but your campaign must, and your individual add must fill its place in the sales funnel.

2. It is a great model for anchoring the different processes happening when experiencing your add, and many of the advertising topics and Ad KPI’s like Ad Recall, brand awareness etc can be hooked up to various points in the AIDA model.

 

Banner shortlist

1. Stop effect

The elusive mysterious forever wanted Stop effect. What makes the viewer focus on your banner. The viewer didnt come for your banner, so your banner must be interesting enough to distract the viewers steal the attention.

2. Banner placement – Physical and in the conversion pipeline

When Kottler wrote Marketing Management, one of the points was that you allways need to create the demand in ýour advertising. The only place you could skip that, and only provide the solution, was in the phone book / yellow pages. If someone where looking up plumbers in the yellow pages, they probably allready had a plumbing problem.

However with todays Behavioral Targeting….

 

3. Call to action on as large a part of the banner as possible.

No need to have the viewer wait to perform the action you want him to. If he is ready on slide 2, why have him wait for the “Do it” button on slide 5.

4. Every “slide” must make sense.

You never know when the viewer suddently pays attention to your banner, so no matter when the viewer “enters” he must be caught and retained. A long series of uncoherrent arguments will send the viewer straight on to the next eye catcher.