Tag Archives: party

Psychographic Flash Cards for Marketers: Print them out and improve your skills

as a writer who crossed over into strategy (and by that i mean tripped, hit my head and woke up on the other side of the fence with a throbbing skull and the desire to speak, live and think rhetorically), my favourite part of the marketing and advertising process was always the part where i got to write up consumer psychographics. i’ve been told i’m quite good at it. i’ve also been told i’m quite good at lying and manipulating people, but i guess like everything in life it depends on your attitude.

one thing i noticed about market research is how deeply marketers read between the lines. if a consumer says “I like Coke Zero”, a bunch of invisible subtitles that only us marketers can see comes up which translates that sentence into:

“I am a young female who was once naturally skinny except now i have passed the age of 21 and got some muffin tops which have caused me to stop buying Levi’s jeans since they only really fit hip-less girls and now I buy my jeans at Woolworths because I am scared if I spend too much money on a brand it will be a waste because I will probably get fatter and have to buy more jeans anyway. My ideal car would be a Mini Cooper and while I don’t save yet I appreciate Standard Bank’s attempts to lure me into their Achiever Plan with neat discounts from Apple. Apple 4 Ever. PC sucks. I aspire to Scarlett Johanssen because she is sexy and proud of her curves and has a brain because she did an album of Tom Waits covers.”

so when i discovered this site called Beforeidieiwantto.org i thought it would be handy resource for marketers. What you do is print out the Polaroids and use them as Flash Cards to flex your psychographic muscles when you’re sitting around sharpening your pencils and pretending to put briefs into the system. treat the statements about what the consumers want to do before they die as insights into the mind of the consumer, and translate it into strategy speak.

>>>>>beforeidieiwantto is a site set up by some Polaroid fans to protest Polaroid’s decision to stop making film. basically they go around taking Polaroids of people and asking them to name one thing they want to do before they die. i guess it captures the spontaneity and spirit of Polaroid while turning each photo into something meaningful and completely non-disposable, ie. the total opposite digital photography.let’s take a look at what kind of conclusions you can draw from the following consumers and their Polaroid statements:

Age 18 - 23, LSM 6+, Male.

Demographics: Age 18 - 23, LSM 6+, Male.

Psychographic interpretation:

“My parents love me and want me to succeed in my own time so they buy me tops from Guess and Diesel (sometimes) and my jeans from Levi’s from Edgars because my mom has a card there. I tell people I drink Heineken because it makes me feel like I am absorbing a bit of the zany-ness in their ads through osmosis but I’ll drink anything really. I listen to 5fm and i belong to the Junior Rotary Club (a.k.a i pay a Tiger Tiger VIP membership fee so i can skip the queue). I drive an Opel Corsa but I aspire to a Hummer and I once entered that 5fm competiton to win one but i kept forgetting to phone in so I didn’t. I have a girlfriend but she hates me because i play Xbox when she’s over and the one time she thought i gave her herpes. I watch TV as often as I can because I believe an education is really important.”

age 21 - 25, LSM 6+, Female

Demographics: age 21 - 25, LSM 6+, Female

Psychographic interpretation:

“I was one of those awkward teenagers who eschewed mainstream cool culture, and used words like ‘eschewed’. Because I am of above average intelligence i realise that not buying into mainstream means i buy into alternative, and i looked to art for my inspiration eg. Rammstein, mIRC, Doc Martens. Marketers who want to get my attention should appeal to the fact that I consider myself above my peers because i don’t buy into MTV culture. I do have some insecure moments and I have caught myself comparing diet products. I am and always will be a PC person and think people who use Apples are dupes. I spend my spare money on figurines and fantasy novels and i get a LOT of cashback vouchers from Exclusive Books. I don’t watch TV because i get my series downloaded. I drink White Horse whisky because it’s actually a good blend and Lagavulin is its core malt, which means I use knowledge of exclusive brands as status symbols. If I were a car I would be a Black Vintage Chevrolet, or whatever the car is in Death Proof. Tarantino is a genius.”

**********Get Practising your psychographic skills HERE**************

PS. I really respect this initiative, since i have a Polaroid camera and I really really don’t want to run out of film.

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more scenes from The Loerie Awards 2008

Dave is shocked at yet another photo being taken of myself and Nicole.

Dave is shocked at yet another photo being taken of myself and Nicole.

Dot Dot Dot. No more need be said.

Dot Dot Dot. No more need be said.

Here Jo Thomas looks like the lead singer of a band. On the balcony at the Night Before braai.

Here Jo Thomas looks like the lead singer of a band. On the balcony at the Night Before braai.

I think this photo encapsulates Carla and I over Loeries Weekend. This is from the 2nd night at the event.

I think this photo encapsulates Carla and I over Loeries Weekend. This is from the 2nd night at the event.

Mike Abels underwear. Believe it, because its true.

Mike Abel's underwear. Believe it, because it's true.

Von Brandis Von Brandishing. This is really what Loeries is about. Lucas is pretty indifferent to it all.

Von Brandis Von Brandishing. This is really what Loeries is about. Lucas is pretty indifferent to it all.

Welcome signs for Jo and Kev, who drove up. In a real car. Srsly.

Welcome signs for Jo and Kev, who drove up. In a real car. Srsly.

Rei and I get down.

Rei and I get down.

Matching in our desaturated metallics.

Matching in our desaturated metallics.

i’ll be back in July

i’m fortunate enough to have a 3 week holiday ahead of me, during which i shall do all sorts of things except be on my computer. until then, have a good one.

superheroes

Levi’s Young Guns event feat. Jitsvinger & ETC

Mark, Reijer and I went to the Jitsvinger & ETC performance at 14 Hope Street last night. the venue isn’t the best for MCs since it’s a hall and it makes the sound bounce around and echo and you don’t get to hear the best of what they’re saying, but it was an energetic performance no less. partially charged by the energy of the ardent fans who were clearly there to recite every lyric word for word, the rest of the crowd was a strange mix. in fact, there was a granny who outdid everybody in terms of stamina and enthusiasm when it came to dancing. to me it seemed like a mix of family and close friends, made up by a bunch of youngsters i didn’t recognise, which is not something that usually happens in Cape Town.

Mark and I were hypothesizing that if we didn’t recognise anyone, it can’t be populated by the usual advertising crowd, therefore maybe Levi’s was actually reaching its market? rather have fewer on targets (the hall wasn’t even half full) than lots that miss the target. quality over quantity. got some pics:

jitsvinger

jitsvinger

crowd:

crowd

ETC:

etc

jitsvinger, moments before he mimicked pulling a gun on me. seriously. freaking artists:

jitsvinger2

shoes styles:

converse

sound wall:

bluewall

huge cuervo presence at the bar, with brands like Bell’s Whisky (WTF? Demographic brain freeze perhaps?), Smirnoff Spin, Storm, Heinekin and Windhoek bringing up the rear.

cuervo

the venue:

venue

more crowd vibes

crowd3

crowd4

Pecha Kucha Nights Cape Town

pkn

Something i’ve been dying to blog about for a while is that we’ll be running Pecha Kucha Nights in Cape Town, and the date for the first event is set at 17 June 2008. this is super exciting – sharing ideas, passion and inspiration is something we try to do as much as we can, and something we started doing with IG Assembly, which we held 2 months ago. we’re going to let that go gently and take over custodianship of an internationally successful platform – Pecha Kucha is growing all the time in cities all over the world.

we’ve got a few things to knuckle down, mainly the venue, as we need somewhere that’s not too big but not too small either, since we’ll need to have space to project the talks. for those of you who’d like to get involved, i’ve started a group on facebook which you can join to be kept updated. otherwise go to the the official site and drop us a mail. we’re still establishing speakers so you’re welcome to submit yourself if you want to show your work. just be sure to stick to the 20 slides at 20 seconds each guideline.

we’ll need to receive your presentation by the 16th of June as well so we can line up all the work.

so yay. for those of you who love design and creativity, this is something you’re not going to want to miss. best of all, it’s free. xx

king james 10 year reunion party: the highlights

the agency where i cut my teeth has always known how to throw a party, and this was one of their finer moments. drinks of the evening were tanqueray10 and tonic, which is like juicy herb goodness, and don julio – in shooters, in hair, on the floor.

jamesal
James and Alistair giving out words and swords.
alexcarl
colleagues and close, close friends.
alexcarlrudi
alex rikus
alistair deity
hislordship
a lonely passenger on a bus, ross chowles from jupiter drawing room:
rosschowles
on the floor with my ex-boss jenny
jennyalex
joanie and jono, rocking out
joanjono
megan strat planner extraordinaire and nicky rush
megannicky
jen and tracey kirsten from brandhouse
traceykirstenjen
jody and linton
jodylynton
mark kisses anina’s burgeoning belly
markanina
alistair talking to a dress i really like
cooldress
it’s sue! and that guy from kj joburg…
sue
robyn – my old desk mate / art director / fellow security god – and me
robynalex
devin tells a junior not to get so drunk
dev
the willoughby took of his clothes
willoughby
and haydn managed to fall asleep in a corner of the agency, though this time it looks like he came prepared.
haydn

what you should be looking for in a brand ambassador (alcohol)

love to recruit him to our seeding program.