Tuesday March 29th, 2016

Creating Marketing Magic with Consumer Insights

Every marketing professional knows that it’s important to understand the audience you’re targeting. But even more important, is how you apply this information to, say, an advertising campaign or a series of package designs. When strong creative is backed by consumer-specific segmentation, that’s where real marketing magic happens.

At Graphica, we love analyzing consumer research because it’s key to building strong brands. Our reports cover everything from the latest fashion trends around the world, color analysis, and our favorite – consumer insights for every industry. We utilize our research to identify consumer personas, build brands, create dynamic advertising campaigns, develop compelling websites and most importantly – to get consumers talking.

In the infant, toddler, kids and pet spaces, marketers face significant challenges. Families and parents aren’t the same as they were twenty, ten, or even five years ago. Not only are we seeing an older demographic of first-time parents, but also more LGBT families and many couples who are “tag-team parents,” allowing them to alternate work shifts and childcare responsibilities. And as social media’s presence continues to grow, parents are feeling more pressure than ever to raise smart, healthy, successful and happy kids. As parents are changing, the way we market and message to them also needs to change. (Rees, Allyson. "Contemporary Parents." WGSN. N.p., 18 Sept. 15. Web. 17 Mar. 2016.)

We’ve always loved a good challenge, and took this one head on. For over five years, we’ve partnered with Toys“R”Us to give their stable of brands “visual vernacular” (from the Bruin toy line and Babies“R”Us diaper packaging to Heidi Klum’s Truly Scrumptious brand), as a way to speak to contemporary parents. By pairing consumer insight with outside-the-box thinking, we have created some super-fun and super-successful results for this power retailer.

We might not be real magicians, but we know how to build smart, innovative brands that stand the test of time. That’s kind of the same thing, right?

Let’s talk magic.