Low consideration categories vs high consideration categories is usually where I start. Candy requires a different approach than cars for comms. Beauty also has its own set of best practices, rules and implications – as does booze.
e.g. with spirits, there is a tendency to want to talk about product, but in reality most consumer can't tell the difference between one brand and another in blind taste tests. it is a very self-image driven category where you are essentially trying to become an identity statement).
Insurance is another example of a category with unique messaging/advertising needs. High consideration and low emotional involvement – people want to pick the one that is best, but they don't want to have to think about it. This is why "15 min or less" is so strong (but needs to be paired with the ad having a lizard explain the different types of offerings.
When I need new insurance, my first thought is "signing up with Geico won't take long" and "I know they offer home owners insurance because I didn't skip that one ad where they talked about it"
(generally I think all categories could benefit by behaving more like insurance tbh.
“market share and how that informs decisions or tactics or message”
Curious to hear more of an explanation or example of this one
Low consideration categories vs high consideration categories is usually where I start. Candy requires a different approach than cars for comms. Beauty also has its own set of best practices, rules and implications – as does booze.
e.g. with spirits, there is a tendency to want to talk about product, but in reality most consumer can't tell the difference between one brand and another in blind taste tests. it is a very self-image driven category where you are essentially trying to become an identity statement).
Insurance is another example of a category with unique messaging/advertising needs. High consideration and low emotional involvement – people want to pick the one that is best, but they don't want to have to think about it. This is why "15 min or less" is so strong (but needs to be paired with the ad having a lizard explain the different types of offerings.
When I need new insurance, my first thought is "signing up with Geico won't take long" and "I know they offer home owners insurance because I didn't skip that one ad where they talked about it"
(generally I think all categories could benefit by behaving more like insurance tbh.
Avis's 'we try harder' campaign might be a good one to look at? Alex might have a better idea though!