1. Big Idea of the Day--Eric

2. Big Idea?

3. Interrogate the product Until it confesses!

4. Step One: What does WD-40 stand for?

5. Answers to:  What are some uses?  What is its greatest strength?  What do people have against it?  Why is this more than a commodity?  How does it fit into people’s lives (when do they use it)?

6. What if we had to write a positioning statement based on what we know For target audience WD-40 is the frame of reference that benefit

7. How might the benefit look as a proposition?

8. What kind of ads could we do? Insight, sell, twist

9. Investigate the Marketplace

10. Investigate the Marketplace (category)  Demographics (incl. socioeconomic and cultural)  Psychographics (esp. values and attitudes)  Benefits sought  Buying behavior (seasonality, occasions, usage rate)  Brand Loyalty (what unites loyalists?)

11. Simmons Choices III  Survey: 5,000 questions; 50,000 possible answers  Sample : 30,000 adults  Product categories; demographics; lifestyles; attitudes  Demographic/psychographic cross tab mother lode

12. Simmons Choices III Demo  Think MRI+ with depth and breadth

13. Denture Cleaner

14. Strategic Questions  How might we want to position our product if we wanted to increase use with our best customers?  How might we want to position our product if we wanted to create trial with our least frequent customers?

15. Target men or women? Advertise differently to men and women?

16. Homework Client: Walgreens: Product: Pregnancy Tests

17. Homework—Simmons Due first class next week  In teams of three  Cross tabs  Columns: 1) Home Pregnancy Test used last 12 months (“yes”); 2) Attitudes>Health & Medicine> Any agree: OTC store brands work like advertised brands.  Rows: Demographics: 1) Age 22-24; Age 40-44  Answer: 1) Which is the better target and why?; 2) should they create a store brand or not?

18. Teams 208.2  Adamus, Danzinger, Di Francesco  Elkin, Fox, Kaiser  Kaye, Kittel, Liu  Morrissey, Nadal, Rackover  Rubino, Schaefer  Ghias, Gurss

19. Details  3 Choices III leaded computers in Bird Library, 3 rd Fl.  GSIC (“Geographic and Statistical Information Center”)  Terminals reserved for us: Thurs. 1/27 10am-10pm; Fri 1/28 10am-6pm  Any trouble talk to Michael Pasquloni, 2 nd Fl, rm 200

20. Knowing the truth of the category helps you…  Break out of the false man-made (leader dominated) category  Sheehan’s first law

21. Tampon Advertising What is it like?

22. Kotex

23. Knowing the marketplace psychographics…  Helps you create psychographic segmentation  Nissan segments

24. Epicures

25. Gearheads

26. Purists

27. Functionalists

28. Road-Haters

29. Negatives

30. Helps you talk the audience’s language

31. Big Idea of the Day