Which description gives you a more dynamic understanding of a target audience? “Watchers of Fox News” or “25–64 year olds, male skew, B and C Counties, Non-Coastal.”
As professional communicators, everything we do is about connecting with people, and every success is based on what people do. What happens too often, however, is we take stats that offer no insight or empathy, and use them to describe the very group we want to appeal to.
Painting a clear and interesting story around your target audience could be the difference in creating great work.
On April 9, during this one-hour webinar, Robin Hafitz, CEO, Open Mind Strategy, New York, will provide account managers, planners, creative and marketers with the tools to help them gain a clear and empathetic understanding of the audience that will yield better communications and results.
Some of the things you’ll learn include:
§ How to turn a list of demo and psychographics into a singular insight that grounds and informs the strategic focus
§ The difference between Information vs. Insight
§ How to bring data to life.
Tools and Skills Carry Aways:
§ A design to create a “pen portrait” of the audience out of demographics and/or psychographics, and findings or insights to “bring the audience to life”
§ A toolkit full of methodologies to get to know your audience well
§ Techniques to interpret data about your audience.
About Your Webinar Leader
Robin Hafitz was one of the first American practitioners of Account Planning. She has been at the forefront of the evolving brand strategy discipline, beginning with her work as part of Chiat/Day’s famously winning Account Planning team to running the Planning-centric creative boutique Mad Dogs & Englishmen to her current role as CEO of Open Mind Strategy.
Single Registrant: $99
Full Conference Room: $349*
Unlimited Individual Access for the Agency: $999**
Single Registration: $199
Full Conference Room: $699*
Unlimited Access for the Company: $1499**
*Full Conference Room provides one link to use in one Conference Room. No limitation on number of viewers.
**Unlimited Access gives all employees the chance to view the webinar from his or her own computer. A special link will be sent to one person that can then be forwarded to the rest of the agency.
A cancellation fee of $25 will be applied to any cancellations.
Questions? Please contact Maya Nachi at the 4A's. firstname.lastname@example.org | 212-850-0754
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