|
Advertising to Analyticals
Part 3 of a 4 Part Series
-- by Lisa
Ann Schreier
Analyticals like to know details. How do things work? They also like choices, but cannot
be hurried into making a decision, which is why print advertising works so well for these people.
Analyticals need information and the magazines they read reflect this need for information. A detail oriented travel
magazine such as "National Geographic Traveler" would be a good choice. An even better choice would be
to carefully design a print ad with lots of information and lots of choices within the pages of "National
Geographic Traveler".
I don't mean to imply that analyticals are dry persons. They are reading magazines about popular culture; it's
just that the magazines would be devoted to the "hows" and "whys". "People" is not
an analytical publication. But "Biography" would be a better choice. It's all in the delivery. Analyticals
are not fluff people and fluff will not work with them.
Talk about perfection… how about reaching analyticals in a publication like "Car and Driver"? Better
yet, marry an article about driving a fine European sports car around its "birthplace" where there happens
to be a timeshare. Ah, day trips around the countryside testing automobiles and retiring to the luxury of a timeshare.
As I say, what you say in your advertisement is just as important as where you say it. The best advertisement in
the world cannot be effective if it is misplaced.
An analytical will respond best to an ad that gives them enough information and choices to whet their appetite
without giving away the whole thing. It wouldn't be a bad idea to mention prices in your ad, by the way. Analyticals
need this information up front in order to make their decision. You can't spring information on them at the end
and expect a decision.
I know that this is BASIC stuff here folks, and some readers have taken the time to voice their displeasure with
my BASIC outlook. We need to walk before we can run. When I started this column, I decided to call it "Advertising
101" for a good reason. The timeshare industry has not mastered 101 and while some readers may find some of
the information that I am putting out there really basic, I assure you that it is necessary to understand
and master the basics before moving on to more advanced material. Rest assured, more advanced material is on the
horizon. Next time we will address Advertising To Amiables. After that, I will put together a basic sample advertising
plan for a fictitious timeshare resort, which will demonstrate how to tie much of what I have been talking about
together.
Stay tuned, keep reading, and to those of you who take the time to comment whether in writing or in person… thank
you.
|
| Lisa Ann Schreier
is a dynamic, outspoken, devout believer in the power of advertising done correctly. Lisa brings a wealth of advertising,
marketing and promotional knowledge to her many business interests. She is the director of her own marketing/advertising
agency, a full-time timeshare salesperson, a contributing writer and a part time Cast Member of the Walt Disney
World Resort. After one too many long cold winters in Chicago, she now happily lives in the Orlando area where
she is known for her consumer insights and "back to basics" style of business. Lisa writes a bi-weekly
column on the basics of effective advertising. She be reached at GRQ1@aol.com , or read her ad here. |
