digital marketing live! 2014 - pepsi co - michael willems
TRANSCRIPT
Our Target Audience:
12
16 – 24 years, sweet spot 18 years
3 conversation starters:
1. Sex
2. Leaving home
3. Drivers license
Insight: “Ordinary driving is boring, compared with GTA and Need for speed!”
Most consumers are indifferent.
They buy chips … and occasionally Doritos
15
Households
buying
More …
1.00.000
500.000
00 1- 5x 10x 20x
Purchase frequency
More …
Note: Example only
Acquisition of new buyers is essential!
Indifferent consumers
Involved Brand Enthusiasts
Consumers must be engaged,
but most don’t want to participate
17
Target Audience
More …
100.000
50.000
0Low Medium
Level of Engagement
High
Indifferent consumers
Involved Brand Enthusiasts
Note: Example only
Assume most people don’t care