When it comes to generating advertising creative, I've always been a "show don't tell" person. No need to research and focus group a concept to death: if it works, it works. If you're trying to connect with your target audience at a "gut" level, then trust your own gut. Launch an ad campaign that hasn't had every edge buffed dull and harmless by too many folks armed with the sandpaper of "prudent marketing practices."
I'm no Steve Jobs acolyte, but I do admire his supposed aversion to market testing before launching products or marketing campaigns. My guess is, he didn't think much about targeting groups or demographics, but instead focused keenly on humans: not only what they wanted, but what they would want. Yes, Jobs had a unique knack for pinpointing people's future gadget-centric desires, however, we can all draw on his secret weapon for tapping deeply into human nature, namely...that we're humans, too. So, consider partnering with an advertising firm helmed by a fellow human that creates for humans. It may not sound like much of a demographically-segmented analytics-tested marketing strategy, and that's because it's not. You're welcome. Now, if you'll excuse me, my nose tells me another fresh batch of delicious ad creative is ready. I love the smell of fresh-baked strategy in the morning. Reach me at 616-355-2530. Thanks,
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