Catering Messaging Based on Market Research Findings (Market Research Series)

Once we've found some things out from our audience, how, uh, exactly do we apply it to our marketing?

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LJ Barnum & Fahad
December 20, 2024

We’ve been talking about market research this month. 

All that data produced from your findings? Fun and dandy.

But you’re likely thinking, uhm “WTF do I do with this?” That’s what this session is dedicated to: what to do with your findings!

What’s the goal?

A more personalized message!

(And baby, we’re inclined to side with them.)

❝

We’ll be taking a break next week for Christmas.

Thanks for being an amazing subscriber and we’re so glad you’ve decided to allow us in your inbox.

See you the first week of the year to talk about reels and shorts!

Fahad, LJ, and Team Digital Femboy

Affinitive data: application

We’re comparing against our top affinity – for us, Wal-Mart, Ellen DeGeneres, and Tasty (Buzzfeed) are our top affinities.

(Which matches the Everyman brand we’ve built!)

record scratch…Wait wait wait–back up.

The brand similarity between the top three aligns with the tone our audience told us they want.

Think of affinity data as a “sound check” for how our messaging is received!

Ok.

Now for the second purpose of affinitive data.

Making your girlfriend cringe. Keywords.

Common language unites the people you’re trying to reach – so if your Fortune 500 marketing teams have already done the work (and poured cash into market research groups) you’ve just got to Venn-diagram it.

From keywords to copy

A third use for affinitive data is plainly if you’re referencing another entity.

There’s commonality, so it’s likely your audience has been (or is actively) exposed to those pages and personalities.

The other uses fall into media and tone.

Media refers to how the content on those pages is produced.

Is it video? Text? Blogs? 

(Do they just kind of steal repost other content?)

Choose a media strategy that matches – especially if there’s a similarity among your comparison pages.

Similarly, the tone they’re using in the media you’re checking out should be similar (not exact) to your marketing tone.

Example time

Referencing a specific TV show: 

Incorporating a celebrity reference: “Oh you’re here? You don’t look like Tom Hanks.”

Media: video! All of our comparisons use video heavily.

Tonation: we pulled the neutral raunchy tone out of our brands – think of it as you get the dirty joke if you get it and you don’t if you don’t.

Need some inspo? Send us a copy of your affinity scores and we’ll give you an example of two!

Since we’re about halfway through the month, we want to remind you that market research is a moving target.

It’s changing, dynamic.

When we first started this newsletter, it was for real estate social media marketing.

Now, we’ve discovered new segments. Retail, therapy, mental health, and more sure to come.

The point is, keep at it. Don’t let yourself treat audience research like a checklist item, treat it as a make-or-break for your sales pipeline.

(And on that cheery note.)

This week’s campaigns

Real Estate

“Worst to First" Renovation

Showcase a dramatic home renovation, highlighting the transformation from a fixer-upper to a dream home. This is a fabulous collaborative piece to do with a preferred vendor!

Therapy and Mental Health

Dealing with Difficult Emotions

Provide practical tips and strategies for managing challenging emotions like anger, sadness, or grief. Encourage viewers to reach out to you for a session to turn this into a lead generation tool.

Retail and E-Commerce

New Product Unboxing

Create excitement for a new product launch with an engaging unboxing video, highlighting its key features and benefits. This is an opportunity to generate sales by clearing up questions keeping people from buying – not for show and tell.

Thanks for reading this week guys, see you next year!

LJ & Fahad

Photo by CardMapr.nl on Unsplash