M5 Target Market Everyone is not a target audience. While you may think your product or service can appeal to everyone, consider who is most likely to be interested in your brand. Your message must be geared to that specific audience to help ensure your communication breaks through the clutter of competing messages to connect with your target audience. Address the following prompts for your focus brand (selected in the Personal Intro/Focus Brand Discussion in the Orientation). Be sure to identify your brand in your response. 1. Develop a profile of your most likely customer by describing them in relevant demographic terms, including: age, gender identity, income, marital status, education, religion, profession, and geographic area. Note: If you are targeting other businesses, describe the business in terms of size (number of employees and / or annual revenue), type of business, and geographic area. Be specific. Everyone is not an acceptable response. (5 points) 2. To gain additional insight into your target audience, describe your customers in terms of their values and attitudes. What matters most to them? (4 points) 3. Based on your review of the cultural and social factors presented in the chapter, which of these factors will influence your target audience in terms of consumer behavior? Provide the rationale for your choices. (5 points) 4. BONUS: To help you visualize your target audience, create a customer avatar using this resource for guidance: How To Create A Customer Avatar. Give you customer avatar a name, describe the person in demographic terms (gender identity, age, income, profession, marital status, etc.), and create a back story for them. So, what are their hopes and dreams? What are their challenges? How can your brand help? (4 BONUS points) 5. Applying your responses to #1 - #3, how would you adapt the message of your brand communication to resonate with your target audience? (4 points) 1. BIGGBY COFFEE is most likely to be patronized by young adults to middle-aged adults. They most likely have some extra money in their budgets and enjoy coffee drinks and/or tea. The customers would range from students to professionals and are mostly residents of Michigan at this time. 2. Convenience and customization of the drink would be more important to the customer than price. Moreover, they would value the loyalty program and the friendly atmosphere. 3. As a culture, we are often on the go, therefore we are looking for quick, convenient, and local places to patronize. When it comes to socializing, people are looking for places where we can connect with friends, family, and colleagues. In addition, customers are looking for places where they can read or study while enjoying a beverage. Additionally, customers tend to patronize places that support or give back to their communities. 4. My customer is Kassi. She is a 22-year-old single woman who is a pet sitter, and dog walker, who often does not have time to make a cup of coffee at home. Her goal in life is to become a dog trainer. She needs a neutral, public place that is friendly and has space for her to meet up with potential clients. She also likes to treat her furry friends to a treat occasionally outside of the traditional dog bone. BIGGBY COFFEE would be able to provide a quick cup of coffee, an area for her to sit with potential clients, and when she asks would be able to get a pup cup for her furry friend. 5. BIGGBY COFFEE is like the Cheers of coffee. Your comfort and friendship are important to us. For the morning pickup or the evening chill, we will provide you with a tasty beverage tailored to your tastes. M6 SWOT In the Learning Activities for this module, you explored the benefits of conducting a SWOT analysis. Before you can communicate your brands strengths and opportunities and minimize its weaknesses and threats, you must first identify them! SWOT (Strengths, Weaknesses, Opportunities, and Threats) Analysis is a tool that assists in this endeavor and is often a part of the strategic planning process. 1. Complete your own SWOT analysis for your focus brand (selected in the Personal Intro/Focus Brand Discussion in the Orientation) by identifying  three Strengths (positive internal factors)  three Weaknesses (negative internal factors)  three Opportunities (positive external factors)  three Threats (negative external factors) relevant to your focus brand. Thoroughly explore your SWOT analysis as you will draw from this for future strategic work. (12 points) 2. Based on the results of your SWOT analysis, what do you want advertising to communicate for your focus product or service? Be specific. (6 points) Strengths: 1) franchises that give back and try to be a part of the community, 2) comfortable atmosphere inside, 3) give out coupons and have deals Weaknesses: 1) not widely known outside of Michigan (HQ Michigan), 2) hours of operation 3) since all stores are franchises service could vary. Opportunities:1) expansion to more rural areas of Michigan and other states, 2) word of mouth, 3) pop up shops in places like hospitals. Threats: 1) lots of other places to get coffee; 2) people buying and making coffee at home; 3) Inflation and loss of disposable income to spend Based on the results of my SWOT analysis, I want my advertising to show that Biggby has a superior product than the competition and believes in giving back to those who support them. I also believe that they need to do more advertising on social media, and television. Concise SWOT analysis. Good points to highlight in your brand communication. I often hear my students say Biggby has a warm, friendly atmosphere. This would be good to highlight. M11 Creative Brief Effective advertising doesnt just happen." It doesnt matter how creative and different an advertising message is if it doesnt achieve its intended objectives. For this assignment you will return to the role of the account planner and develop a Creative Brief for your focus brand (selected in the Personal Intro/Focus Brand Discussion in the Orientation). Your creative brief will establish the strategic foundation for your Video Commercial assessment (due in Module 13). You will draw from your previously completed M5 Target Audience, M6 SWOT analysis, and M6 Advertising Strategic Planning assessments to complete the Creative Brief. Address the following writing prompts to develop the Creative Brief for your focus brand: 1. Problem -- What is the problem you want your advertisement to solve? (Refer to your SWOT Analysis assessment in Module 6. Remember, advertising can solve only message-related problems such as image, attitude, perception, and knowledge or information). (3 points) 2. Target Audience -- To whom do you want your advertisement to speak? (Refer to your Target Audience assessment in Module 5.) Describe the target audience in demographic terms and share insights into their attitudes and behavior. (3 points) 3. Objective(s) -- What do you want the advertisement to accomplish? (Specify the desired response to the message by the target audience). (3 points) 4. Key idea or Selling premise -- What is the primary message the communication will deliver to the target audience? (The message should answer the following questions for the target audience -- "What's in it for me?" What benefit will I receive from this brand that matters to me? So, what will motivate the target to respond?). Be specific. (4 points) 5. Support -- What is the reason to believe this proposition? Provide rational, tangible support for the selling premise. (Refer to your Advertising Strategic Planning assessment in Module 6.) (4 points) 6. Brand personality -- What brand personality do you want the advertising to portray for the product?. Creative direction -- What strategic approach would be most effective to achieve your objective? (Examples presented in the chapter include: lectures and dramas, psychological appeals, straightforward message, demonstration, comparison, problem solution, humor, slice-of-life, etc.) 1. BIGGBY COFFEE is most likely to be patronized by young adults to middle-aged adults. They most likely have some extra money in their budgets and enjoy coffee drinks and/or tea. The customers would range from students to professionals and are mostly residents of Michigan at this time. 2. Convenience and customization of the drink would be more important to the customer than price. Moreover, they would value the loyalty program and the friendly atmosphere. 3. As a culture, we are often on the go, therefore we are looking for quick, convenient, and local places to patronize. When it comes to socializing, people are looking for places where we can connect with friends, family, and colleagues. In addition, customers are looking for places where they can read or study while enjoying a beverage. Additionally, customers tend to patronize places that support or give back to their communities. 4. My customer is Kassi. She is a 22-year-old single woman who is a pet sitter, and dog walker, who often does not have time to make a cup of coffee at home. Her goal in life is to become a dog trainer. She needs a neutral, public place that is friendly and has space for her to meet up with potential clients. She also likes to treat her furry friends to a treat occasionally outside of the traditional dog bone. BIGGBY COFFEE would be able to provide a quick cup of coffee, an area for her to sit with potential clients, and when she asks would be able to get a pup cup for her furry friend. 5. BIGGBY COFFEE is like the Cheers of coffee. Your comfort and friendship are important to us. For the morning pickup or the evening chill, we will provide you with a tasty beverage tailored to your tastes. Feedback to Learner10/29/22 2:50 PM Concise creative brief. My concern is your points are repetitive. A comparison approach should work well. You could also use a slice of life approach. The problem you've identified is actually your objective. What is the problem you want to solve?