The seventh meeting was a bit more exciting!
We began discussing our fundraising bowling tournament coming up soon. We are still hoping to get a few more teams and donations for auction, but we still have a some time. We also decided to create a lower student price to interest them. I’m getting a little nervous about the turnout but I know it will be fun!
Primary research, my group, went first. Megan finalized all the dates for our focus groups and they will be running this week and next week! I’m a little nervous about the student’s reactions to some of the answers and the brochures from Mary Kay. The new line, @ Play, does not appear to be attracting their perspective target audience so I will be interested to see how students think it would attract them. Megan asked the team to help with questions and direction for the moderator’s guide for the focus groups. We also collected most of our surveys with 800+ responses! It will help us to figure out what direction we want to go with creative pieces.
Secondary research looked into possible partnerships that would be a good with Mary Kay as a brand and its morals. They are also looked into social media and what other makeup companies are currently doing in those area. They did not seem to do anything special from what we had found. Each brand looks very similar to each other so nothing stands out. Secondary attempted to figure out a target segmentation, which can be very difficult. Makeup consumers are very hard to pinpoint and we want to make sure that they are perfect for competition. They presented four possible segments during the meeting. Lastly, they explained the important information they found while looking through the Hitwise program. This program shows top searches, how people landed on a website, and where they went after. It’s very stalker-ish when it comes down to the bottom line!
The first Ideation team decided not to focus on IBC’s, independent beauty consultants, this week. They wanted to focus on selling the product and what will help people make that purchasing decision. They also looked at several possible target segments to help them figure out good creative pieces to think about. They focused more on beauty and makeup with their ideas and focusing on consumers.
The second Ideation team looked at what Mary Kay currently does with marketing. Mary Kay has an online catalog and a makeup app, which they demonstrated. They also discussed nontraditional media, which could be interactive, installation, outdoor, etc. They wanted a few more questions figured out by research before they felt they could create more details in their ideas.
There is still a lot of work to be done, especially with all these focus groups running! I apologize that I am not able to give out much information at this time because we do not want other teams to read this and know what we are doing. This is more to give students, like you, an understand of the time, effort, and broad idea of what Ad Team is doing and what it’s all about.
About Olivia Utley
