Who Is Mccann-Erickson's Role Playing Approach?

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CREATIVE BRIEF McCann-Erickson’s Role-Playing Approach Who is our target audience? “Hello, I’m Brian. I am 49 a have a bachelors in business and I currently work full-time as a finical planner. I’m married. I enjoy fitness and cooking. My son is in college and I have one teenage daughter. I would consider myself constantly on the go. I still try surprise my wife with gifts at the holidays and once a month date nights. When I have free time I enjoy working on the house and meeting with the guys for poker night. When shopping for my wife I usually stick with something I know she’ll love… diamonds!” Where are we currently in the mind of this person? “I guess I could go anywhere to get my wife jewelry. However, I like to support business here …show more content…

Maybe Tivol can’t make me what my hear desires and I’ll get less for my dollar but my wife will be able to gloat to her girlfriends that he went to Tivol’s.” Where would we like to be in the mind of the consumer? “Sure I could go any where for jewelry but no where is as friendly as House of Diamonds. My love for my wife is unique so why should her jewelry be run of the mill? Also I know she’ll love the fact that I took the time to design something especially for her. House of Diamonds will never replicate my same design. That makes whatever I design as special as my wife. I also saw on social media house of diamonds will be doing a Holiday raffle! I am going to stop by and check out their Christmas line and see what the raffle is all about.” What is the Big Idea or Promise? “Now I feel less guilty about giving into buying my wife that new right hand ring that she wants because I know this brand also symbolizes something good that are charitable, they give the most value for my dollar, and they treat everyone with kindness. This also persuaded me to join their loyalty program where I am sent special emails about upcoming “bro’s and brews nights” I am not always able to go but they have them 2-3 times a year and it always a good

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