H&S  AGENCY  JULIA  HEAVEY  &  STEPHANIE  SEMET  

CM  417  A1    ASSIGNMENT  1:  PRODUCT  

OCTOBER 17 2013

COMMAND  HOOKS    

PRODUCT  CHALLENGE  

Command  Hooks  are  seen  purely  for  organization  or  for  their  literal  purpose:  to  hang  things.  

TARGET    AUDIENCE  

Demographic  

•  Males  and  Females  22-­‐28  

•  Single  •  Native  city-­‐dwellers  

•  Average  income  of  $45,000/year  

TARGET    AUDIENCE  

Psychographic  

•  Low-­‐commitment  people  who  don’t  like  to  be  tied  down—whether  it’s  in  their  job,  their  relationships,  or  their  following  of  trends.  

•  Tech  savvy  and  active  on  social  sites  like  Twitter,  Instagram,  and  Pinterest,  which  they  use  to  show  off  their  aesthetics.  

TARGET    AUDIENCE  

•  Independent  people  who  like  to  express  their  individuality.  

•  Don’t  like  to  accept  help  from  other  people—even  though  they  probably  have  never  used  a  hammer  in  their  lives.  

CORE  MESSAGE  

Command  Hooks  are  the  most  fashionable  solution  for  fast-­‐paced  city  people  who  are  looking  to  bridge  organization  and  style  in  an  affordable  way.    

IDEAS    EXPLORED  “Confessions”  

IDEAS    EXPLORED  “MVP:  Most  Valuable  Possession”  

FINAL    RECOMMENDATIONS:  COMMAND  ATTENTION.  

FINAL    RECOMMENDATIONS  

Digital/Opt-­‐in  

•  Make  the  brand  more  active  on  Pinterest,  where  its  target  audience  goes  to  look  for  design  inspiration  and  ideas.    

•  Brand  can  create  Inspiration  Boards  with  creative  and  unconventional  ways  that  Command  Hooks  can  be  used  in  design.    

•  Encourage  others  to  upload  their  own  designs  with  the  hashtag  #commandattention  and  #commandhooks,  that  the  Command  Hooks  page  will  re-­‐pin.    

•  Create  contest  where  the  most  creative  use  of  Command  Hooks  wins  a  lifetime  supply  of  the  product.  

Thank  You!