How early audience insights reduce innovation failure
Learn how understanding audience habits first prevents costly innovation failures and gives companies a strategic advantage during uncertain times.
In the March 2015 issue of GCI magazine, SKIM’s Scott Garrison and Sourabh Sharma share their four tips to keep in mind when creating claims and communications messages for men – and the women who buy for them. These tips are derived from our meta-analysis of messages across a plethora of categories including beauty and personal care.
“Women are from Venus and men are from Mars” is more than just a psychobabble catchphrase from the 1990s; it accurately captures the differences in gender appeal when it comes to consumer behavior.
Think of all the ads and messages that portray men as buffoonish (the unkempt beer drinker) or overtly feminized (the waxed seducer in a fragrance ad). In a classic hetero vs. metro world of male marketing, the truth is that most men fall somewhere in between. Gone are the days when all you needed was an attractive woman to sell cars or beer to a macho man…
Read the full article on the GCI website!
Key learnings are:
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