Post on 16-Jul-2015
Encountering Ready Customers with
Situational Triggers & Online Display Ads
Dr. Jim Barry
March 22, 2017
Session II: Group Project (Part 1a) Background
MKT 5225
Slide 2
Situational Triggers
Creates Timely Solution to Pain Point• Encounters ready customers
• Bypasses long-term courtship
• Simplifies attention getting
• Provide pay-per-click metrics
• Provides near real-time response
Slide 3
Relevant Pain Points for Cosmetic Dentistry
Can you encounter a ready prospect?
• Exact moment WHEN audience feels the pressure (situational trigger)
• Opportunity to digitally confront the prospect WHERE they search for pain point solutions
Slide 5
Personas & Value Proposition Landing Pages
Prepping Websites for Traffic Reception
• Encountering target audiences through:
• Situational triggers
• Passions
• Influencers
Situational
Triggers
Passions
Influencers
Landing
Page Value
Proposition
e.g., Display Ads
e.g., Blogs
e.g., Social Networks
Slide 13
Cosmetic DentistrySpending Motivation: Attracting the Best
Lonely Hearts
Slide 14
Cosmetic DentistrySpending Motivation: Attracting the Best
Cosmopolitan
Slide 15
Cosmetic DentistrySpending Motivation: Attracting the Best
Forever Vain
Slide 16
Cosmetic DentistrySpending Motivation: Attracting the Best
Narcissists
Designing Online Display Ads for
Encountering Ready Customers
Dr. Jim Barry
August 31, 2016
Session II: Group Project (Part 1a) Background
MKT 5225
Slide 18
Creating Attention with Anomalies
Drawing attention amidst clutter
benefits from anomalies• Unusual settings
• Irony
• Exaggerations
Slide 19
Creating Attention with Anomalies
Drawing attention through
participation• Fill in blanks
• Solve a puzzle
• Answer the question
• Play on words
• Visual contrast
• Evolution
Slide 20
Creating Persuasion
Stirring interest, desire
and action requires:• Problem solving
• Single, competitive benefit
• Straightforward
message…avoid metaphors
• Proof positive demo
• Credible testimony
Slide 21
Creating Recall
Enhancing promotional
requires: • In-your-face stopper (giantism
at the point of benefit)
• Concept imagery
• Conditioning
• Cultural icons
• Repetition
Slide 22
Creating Brand Association
Brand association
requires: • Well integrated ad
• Minimal browse
• Immediate attention to benefit
• Anchored on brand name
Slide 49
Group Project 1a Background
Part Ia: Online Ad Campaigns for Persona Driven
Situational Triggers (p 42-43 of text)From your list of available business
unit personas (http://bit.ly/1ijtamg), examine the personas that lend
themselves to situational triggers.
Once the situational trigger is identified, complete the following:1. Rationalize how 3 personas provides an opportunity to create a timely
solution to a well-defined pain point. State a convincing argument how
an online ad could directly encounter ready customers.
2. Design one ad per each identified persona (3 ads total) that scores
high on attention, persuasion, recall and brand association.
3. Identify types of online sites (show URL) that would accommodate
each ad (one site per ad for a total of 3 sites).
Concept for encountering ready customer is clearly understood
Pain point is well understood and convincing
Situational trigger has a clear and feasible path to encountering
ready customers
Situational trigger addresses a pain point suitable to the
persona
Concept for ad attention follows concepts discussed in class
Concept for persuasion follows concepts discussed in class
Concept for recall follows concepts discussed in class
Concept for brand association follows concepts discussed in
class
Selection of ad placement site fits persona
The identified site for ad placement is appropriate for identified
pain point
Grading Rubric