Insight #1 – The Consumer

Involve the consumer both in developing the communication and developing the message.

src: Truth, Lies & Advertising by Jon Steel.


Developing the communication involves learning all there is to know about your target consumer. Pepsi learned in the late 90’s and early 00’s that their target was a more youthful one and began adjusting communications around the voice of a new generation. Involving consumers in the message creation also ensures that you’re on point in reaching your target… and getting influence on your messaging has never been easier in the always on, social media driven world we live in today.

Steel writes in his book that in every advertising campaign the views of the creative, client, and consumer should always have an equal voice, make sure your consumer’s voice it heard.


What are Marketing Haven’s Weekly Insights?

They are usually only a single sentence or phrase (a tidbit) that are meant to inspire.