It’s easy for advertisers to get caught up in winning awards or creating ads to satisfy their personal egos. Lets face it, most people who work in the advertising industry think and act extremely alike. We’re all creative, emotional, passionate people and the ads we create are a reflection. Advertising objectives sometimes succumb to creative envy. According to Advertising Age, Xyte Technologies recently created a behavior-based segmentation model that breaks down personality traits into 16 different categories. They divided the 16 groups evenly into four separate segments for a more simplified model, which is represented by “mind,” “word,” “body,” and “hand.”
Advertisers and marketers are most commonly grouped into the “word” category, which is the smallest percentage of the population at 18.5%. As marketers and advertisers, we need to focus on not just pleasing ourselves with our creations, but begin to think like the consumer. The perception of an advertisement may not appeal to the remaining 81.5% of the population if it is positioned to our own satisfaction. The focus needs to be on the target audience and the consumer rather than making the advertisement appeal to our personality.
Put yourself in the clients’ shoes, or better still in your clients’ customers’ shoes.
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