A Road Map for the Creative Team

1. Insights about the target audience 2. Insights about how the target interacts with your brand 3. What you want your target audience to know and feel 4. Key insight (the big idea)

 Demographics are the “skeleton”  Psychographics and lifestyle are the “body and soul”

Among people who drive expensive cars, a ding is a threat to identity. Courtesy of SapientNitro, formerly A.K.A Advertising. formerly A.K.A Advertising

 Emotional appeals are usually stronger than rational appeals.  People feel before they think.  Emotional + rational appeals = WOW!

 One page should be enough to give insight to the creative team  The following format is typical…

1. Who is my target? 2. Where am I now in the mind of the consumer? 3. Where is my competition in the mind of this person? 4. Where would I like to be in the mind of this person? 5. What is the consumer promise, the “big idea”? 6. What is the supporting evidence? 7. What is the tone of voice for the advertising?

High involvement Low involvement Feeling Thinking

Informative High involvement Low involvement Feeling Thinking

 Informative model  Types of products: Cars, electronics  Consumer purchasing model: Learn-feel-do  Ads with long, detailed copy, demonstration

Affective High involvement Low involvement Feeling Thinking

 Affective model  Types of products: Jewelry, fashion, cosmetics  Consumer purchasing model: Feel-learn-do  Ads with dramatic visuals, emotional copy

Habit-formation Affective High involvement Low involvement Feeling Thinking

 Habit-formation model  Types of products: food, household items  Consumer purchasing model: Do-learn-feel  Small space reminder ads

Affective Self satisfaction High involvement Low involvement Feeling Thinking

 Self-satisfaction model  Types of products: alcohol, candy  Consumer purchasing model: Do-feel-learn  Attention-grabbing, point of sale messages

Pier House Resort & Caribbean Spa: Let Yourself Go

 Maintain Pier House as one of the true remaining “Key West” institutions on the island  Do not compete on price

1. Pier House is the Flagship Hotel of the “Key West State of Mind” 2. PH is distinctive, with such attributes as a private beach and its place as the focus of island-wide events 3. PH is an outstanding property: recently renovated, in an ideal location right on the Gulf, with new waterfront suites 4. The attitude at the PH is very laid back (like Key West; neither snobby nor pretentious but very open-minded) 5. PH is very guest-oriented

 The Pier House Resort & Caribbean Spa is the flagship hotel of the “Key West State of Mind”

 For upscale travelers who still have a bit of “pirate” in them, Pier House Resort & Caribbean Spa is the ideal destination in Key West, with its unique combination of luxury resort accommodations and guesthouse charm. All wrapped up in a genuine “Key West” approach to life.

1. What does the target audience believe now?  Key West is a temporary escape from reality and the Key West “persona”  Those who are familiar with Pier House strongly associate the perceived personality of Key West with the property itself

2. What do we want them to believe?  Pier House is the most complete embodiment of the Key West Experience, indeed the “flagship hotel of the Key West State of Mind.”  If one wants to experience what Key West really is—in comfort from a full-service hotel—there is really only one option.

3. What is the most significant essential truth?  There is no other property that reflects Key West in quite the same ways that Pier House does

4. What is our strategy?  Own ‘Key West.’  Tie Key West and Pier House very closely together. Ideally, align them so closely in people’s minds that you cannot think of one without thinking of the other.

 “Key West State of Mind”  “This is Key West”  The client chose the second solution

Courtesy of Nasuti + Hinkle Creative Thinking.

 Identify Pier House with the perception of Key West and the reasons people are drawn to it— specifically to let their hair down and be a bit carefree for a few days  Illustrate attitudes and behavior that are welcome at Pier House  We want our target to realize that Pier House is a place you can “Let yourself go.”

Courtesy of Nasuti + Hinkle Creative Thinking.

“In an age when the average client/agency relationship has a shelf life of two to four years, we are happy to be entering our eighth year with the Pier House and have seen every year bring more responsibility, confidence and trust.” -Creative Directors Karen Nasuti and Woody Hinkle, Nasuti + Hinkle Creative Thinking