Influencing Consumer Behavior
Now that you know everything possible about your customer, how will you connect your message with the customer market segment that you have been developing throughout Weeks 1-3?
For this project, you will create 2 sales opportunities to use to reach out to your customers based on what you know about your industry and product. You will use 2 direct marketing techniques: an advertisement and a sales pitch. The project is separated into 2 parts.
Part 1:
This will be a digital advertisement that creates an emotional appeal to reach your target segment of customers, influencing them to buy your product. Include the following elements in your ad:
• A logo and/or slogan
• A headline
• At least 200 words of body copy listing 2 features and 2 benefits of the product
• A visual communication element
• A 300-word summary of your creative intent
o Remember to include the target market's demographics and psychographics and how the creative ad connects with the selected customers.
Part 2:
This will be an electronic sales pitch or presentation of 300-500 words, including the following elements:
• A promotional element, such as a coupon; discount; or buy one, get one free
• Explanation of how you will influence your customer to buy the product
• Explanation of why you would use the ad that you just created in addition to the sales pitch to encourage a purchase