Firstly, we must know that much of the advertising in the media or on the streets, were created by companies that are dedicated to the development of advertising. Those companies that are dedicated to this work know perfectly well that creating this type of strategy that allows the positioning of a brand is not a question of satisfying the company with which they are collaborating, nor is it a question of carrying out some kind of work. The aim is to create graphics that will have an impact on the target audience. And when it comes to advertising for places like retirement homes, it can be more complicated.
In order not to fall into the trap of creating “beautiful” advertising, the people in charge of advertising are guided by strategies that allow them to understand the basic need that is required for advertising to be functional. One of these techniques used is mainly guided by the Z of research.
The best ally of advertising
The creative Z is a method used to know the basic needs for which the advertising is going to be created. In this method, the whole question of research is developed. Let’s remember that research is always necessary to be able to create a project, so, in the process of creating advertising, it is not something that is taken lightly. Not taking this point into account could jeopardize the project to the extent that it could harm the brand itself in terms of image and economy. To avoid damaging them, companies and retirement homes focus on hiring some experienced agency that can advise them on creating an efficient advertising that will help improve brand positioning and increase the portfolio of clients and guests.
Advertising or marketing agencies will be responsible for determining the following points:
The market segment: is the public to which the advertising is addressed. At this point the socio-economic profile, the psychographic and demographic profile must be taken. In the case of homes focused on senior care mexico, they must determine the type of person who attends the care stays.
The change to be made: At this point we refer to what the company is looking for, what changes it wants to make or the result it intends to have in the niche market to which the product or the advertising itself is directed. At this point, the image they want to convey is determined.
The satisfaction that is intended: This is where you create a promise, that is, what you intend to communicate. Advertising is full of promises that are attractive to the public, so it is necessary to create a phrase that captures people’s attention. That’s why it’s so important to analyze the target audience.
The limitations: It is necessary to take into account the restrictions that advertising presents, this in terms of competition, elements already used by other brands, legal regulations, among other factors.
These together fall into the first two phases of the creative Z, which is market research and creative strategy. It is important that these concepts are well defined in order to move to the creative points.
Followed by this phase is the communication approach. If you want to be successful in advertising, you need to focus on the message. This message must be clear so that it can have a greater impact on the audience. Therefore, it is important to use elements and words that are focused on the sector of the elderly and their families, since the latter are the ones that normally take the adult to this type of stay.