Dialogue【Advertising Basics】
So, to be brief: Pearl Soaps has been looking for an agency to launch the digital campaign for its new organic product.
And next week we will be meeting with their team to pitch our ideas.
Awesome! Pearl Soaps owns, what, like 10% of the skincare market?
Yeah, it's a huge opportunity.
pitch: 推销，争取支持（或生意等）
But before I have the creative team start working on concepts and designs,
I first want us to brainstorm our strategy and how we could execute it.
Pearl has given us a brief report including their target audience and business goals for this product.
Okay, it says they want to build awareness among women in their twenties who are interested in "the organic lifestyle".
Well, if that's the target audience, we should focus on social media, since that's where most of them spend their time.
Right. And Pearl already has a massive social media following across all the major platforms.
Their biggest following is on WeFace, where they've got 8 million followers.
And their second biggest is on ChatLine, where they have 700 thousand.
That's great. Any kind of content that we post for Pearl will already have good visibility.
What is their content like on each platform?
If you look at their WeFace and ChatLine pages, you'll see that they mainly post photos, and their content is identical across both platforms.
But different types of content perform better on different platforms, right?
Yeah. In the work I've done, users on WeFace have tended to share videos much more than photos.
But on ChatLine, there has been more user engagement with images.
So we could develop unique content for each platform.
For example, we could do a video series for WeFace, but a photo campaign for ChatLine.
These are good ideas, but not every woman in Pearl's target audience is following their social media accounts.
What can we do to reach those potential customers who haven't followed them on social media yet?
Well, social media also has paid advertising features, which we've had success with in the past.
Platforms like WeFace have paid features that allow us to identify any user we want based on their data.
For example, we could target users in major US cities who follow organic lifestyle blogs, or even Pearl's competitors.
It's the fastest way for a company to expand its reach.
Alright! We're off to a great start.
Tomorrow I'll arrange a meeting with the creative team to share the strategy and get them working on their ideas for the content.
So please prepare a short summary of what we've discussed today.
Then we can start getting into the nuts and bolts of the pitch.
Great! Can't wait to get started on this!
Yeah! I feel I won't be sleeping much for the next few nights, but I'm super excited.
the nuts and bolts: 基本要点
pitch: 推销的话，说教，宣传论点，场地
Question
- Why is working with Pearl Soaps a big opportunity?
> they have a high market share - Who is Pearl Soap's target audience for their new target?
> young women - How large is Pearl's following on social media?
> it's extremely large - Why will their content have good visibility?
> pearl has a large social media following - By using paid advertising, Pearl Soaps could reach some potential customers.
- How does paid advertising target users?
> it analyzes their user data - Why does she feel like she won't get a lot of sleep this week?
> they will pitch to Peal Soaps next week
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