Brainstorms, Focus Groups, and Hidden Valley Ranch

As I sit and watch this video for what is probably the hundredth time (it’s hysterical, isn’t it?) I realized it’s a good example of how one size doesn’t fit all in the advertising world.

From meetings to brainstorms to focus groups – the approach is endless when coming up with the best campaign for your client. And while one concept will work for one of your clients (Verizon’s “Can you hear me now?”) it most likely won’t work for any others (“Can you Garlic Ranch Blast me now?”). (Not to mention, recycling concepts is not the best marketing practice.)

The process can be long and tedious ensuring you’re not forcing a concept that doesn’t work or a concept that you think would be good, but in fact just isn’t a fit (“You mention it’s a BLAAAST!”). A creative marketing solution isn’t something that typically comes to mind immediately once a problem(s) is established – the thought process takes time. The concept should be a natural fit and come easily once the proper approach has been put in place.

As seen on the Saturday Night Live Taste Test skit, focus groups can be extremely helpful in coming up with ad campaigns (well, the skit’s focus group might not have been that helpful). Really understanding your market and what your customers think about a product or service can help you determine how to speak to them. Focus groups can be helpful because you can facilitate conversations around a particular topic, giving you information that you wouldn’t be able to get through other market research.

What are some approaches you’ve done for a client or for your own brand in order to come up with a stellar campaign?

HVR! HVR! HVR!

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• Tags: ad campaigns, brainstorms, creative solutions, focus groups, market research