Work out target portraits of each group: we tell about the user, his aims, level of need, financial mechanisms of purchase.Identify the triggers that trigger a desire to buy.Using real data about your target audience, try to picture the potential customer in his or her normal life: what he or she does, what kind of lifestyle he or she is into, what concerns he or she has in his or her day.
By the way, in this case, it will be useful to study the subscribers in the social networks of the company or competitors – usually there are real users among them, whose image can serve as the basis for the target portrait. Use such examples: study their profile, see what they write posts about, what photos they publish.When all the raw data is collected, you need to focus on the brand you want to promote, to connect the creativity.
One product can be presented in different ways. For example, an elite complex can be promoted as an ideal place for families with children. Or as a location for noisy private parties. Depending on the option chosen, there are messages and images, benefits and differences in the product, which will be broadcast in the brand account. Meanings, images, and benefits are the concept of promotion.
It should be interesting for the target audience, attractive, and provoking to purchase. This is why we need to know the interests and triggers of the audience. At the same time the concept must be unique, making the brand stand out among competitors. That’s why it’s important to understand what promotional tools and methods they use.
The concept can be formulated in a few sentences, for its more specific definition within the strategy is prescribed: