Client & Market Assessment Techniques

Creating Products Suitable for your Audience

Memory – to change their long term/short term memory

Emotion – trigger

Don’t restrict yourself to the said dimensions; you can take this out of the box. Recognise the benefits of social media – peer-sharing. You can create large-scale advertisement, “think outside the box” take it outside the constraints of the billboard (make it memorable). 3D designs, installations that make people stop and think. As long as it can be rationalised it can be used, going outside of your field as a different problem, means you need to look into possibilities and you can do these things.

Guerrilla Advertising 

This technique utilises the adverts surroundings into the piece, where and when u least expect them. The advert for the film 2012 is one example, why stick to an average poster when you can use the floor too? This creates an interesting and memorable effect.

https://uk.pinterest.com/pin/86835099036886604/

This involves using anything to communicate the message from bus grab handles to bus seats.

Understand buyer behaviour and product positioning and use this to be creative. Don’t stick to being within the limit or typical constraints  if u can afford to go outside the limit then use it. It creates much more memorable pieces and can be justified with the client if you can demonstrate and explain the beneficial effects it will have on their brand in comparison to the alternative. Below you can see two example where Bus grab handles have been used to great effect, one in real life shows a new watch design being presented to bus passengers while the other, although in poster format still takes a lead from guerrilla advertising by their use of the bus handles demonstrating the effects of not using their product.

http://www.toxel.com/inspiration/2009/08/
27/clever-uses-of-handles-in-advertising/

https://cookeve.files.wordpress.com
/2010/12/dettol_ad.jpg 

Define A Product  

Lecture Exercise –

Pick a product, define it, use product positioning and work out where it stands against its competitors, don’t pick a mobile phone. Mobile Phones are too generic and over-saturated in the market, pick something less obvious.

I picked Yop and promoted it as follows -

Promoted for no colourings or artificial flavours. Also promoted as gluten free therefore is open to a market that otherwise would struggle with this product type. Although a drink instead of a plain milkshake like Yazoo it is in fact a yogurt, which provides nutrients.

Lecturer Explanation - most have looked at the brand but if we are looking at a product (which we are) we need to define this, size, shape, price. How and why is it different to its competitors? what is it's price structuring? This gives you an idea of the market, the person that buys it and who your talking to. Using this exercise can help you as a guide to your designs.