A Deeper Understanding of Consumer Behavior

Marketing Reinvented

Understanding the consumer behavior by Renee Fraser Understanding the consumer behavior by Renee Fraser

One marketing company is creating meaningful advertising by tapping into the psyche of consumers.  Fraser communications, headed by Renee Fraser, gives businesses and institutions an edge over their rivals. With a BA, MA, and PHD in Psychology, she has a deep understanding of how the human mind works.  That kind of insight is a powerful advantage in the marketing world.

The Science of Marketing

We may not think of marketing as a medium that can benefit from a scientific approach.  Fraser Communications has built its business on it. Fraser encourages her employees to develop a deeper understanding of the target market for every advertising campaign.

They conduct meaningful research at the beginning of every project. This approach is called UPT.  It is used to figure out how the audience perceives the brand or service so that they can produce an advertising message that hits home.

The company has had a lot of success with their system and is now a $40 million dollar enterprise. Renee has been recognized as one of LA’s 50 most influential women according to Los Angeles Magazine. She’s also been named one of the top 500 Most Influential People in Los Angeles by the Los Angeles Business Journal.

That has a lot to do with the impressive list of satisfied clients retained by Fraser Communications. Many of these are household names such as Lexus, Toyota, and the County of Los Angeles Public Health Department.

Clients in All Sectors

The fact that the company’s clients include both public and private entities is proof that their belief in a social psychology approach to marketing is working. According to Fraser, “the right message can change people powerfully,” and finding that message requires a lot of preparation and research.

The approach you use for a water conservation advertising campaign, such as the one they used for the Metropolitan Water District, is a lot different from one needed to help grow Lexus’s customer base.

Fraser Communications has been perfecting and improving their insightful approach since the company’s founding in 1998. Each new project targets the needs and goals of the organization in question.

Understanding the Target Market

With all of their experience in marketing over the years, Fraser Communications has learned how to identify different market segments. They first figure out which market segment represents the bulk of their audience and then they conduct the necessary research.

The company uses a different approach depending on if the audience are baby boomers, Generation Xers, or millennials. Fraser also has a great deal of expertise appealing to the specific needs of female consumers.

This ability to understand the needs of different segments has allowed them to create successful advertising projects that keep their clients happy. As we get older our needs change, so the baby boomers may be more inclined to respond to fact based campaigns.  While millennials might respond better to advertising that’s a little more fun loving. Before they make any assumptions though, they do their research.

The Goals of the Campaign

The motivations of each client are distinct.  Renee makes sure she has a strong understanding of their needs for the campaign before conducting any research.

A commercial business such as Lexus will likely want to create a campaign that focuses on increasing brand awareness.  Consequently that’s not what motivates the Metropolitan Water District of Southern California. They want people to have conservation on the mind, so what they’re really trying to do is change behavior.

The two examples above require very different approaches to advertising. Developing a marketing approach that not only targets the right audience, but also satisfies the needs of the client is a bit of a juggling act. Fraser Communications is one of the best jugglers in the game.

Understanding and Developing Young Minds

One of the company’s most successful projects to date was created for an organization called First 5 California. Their goal was to increase awareness of the importance of brain development of young children up to 3 years old. After conducting research with parents of these young children, they realized it was important to keep the message simple.

They focused on three activities: talking, reading, and singing. The slogan “Talk. Read. Sing. It changes everything,” was developed and proved to be very effective. It encouraged parents to take an active role in their child’s early development. In the years following this campaign, children were more prepared when entering school according to the LA Times.

A Facelift for an Iconic Brand

Another great example of Fraser’s successful marketing approach was their work on a project for a luxury car brand. Lexus is one of the most popular luxury car brands today.  However, to maintain their position in the market, they need effective advertising campaigns.  That’s why they turned to Renee Fraser’s team.

They recognized that the multi-cultural and female market segments for luxury cars was growing rapidly.  They wanted to make sure they were in the front of these consumers’ minds when it came time to make a purchase.

Fraser created a campaign called The Lexus Difference.  They encouraged dealerships to target these markets through “marketing materials, speakers, webinars, newsletters, and partnerships with admired brands.” The result was a positive increase in sales.

A Clear Focus

All of Fraser Communications clients have benefited from its focus on a scientific approach just like First 5 California and Lexus. They do the research to find out what really matters to the audience.  In turn, they then build their advertising around that. The people that are targeted by their marketing, develop an emotional connection with the message. It’s not surprising that Renee Fraser is a Hall of Fame member of the National Association of Women Business Owners.

How to use TV and internet advertising to drive a conversation

Two thirds say TV ads are most entertaining ads

A Morning Consult poll looks in detail at consumer attitudes to online and TV advertising and the differences are very important. Not surprisingly to us, TV ads are views as the most entertaining form of advertising by nearly two-thirds of respondents. While three out of four rate internet advertising as the most intrusive ad medium.

Advertisers and their audiences are having a conversation. The best conversations start by getting the other party’s attention and buy-in to hear you out by connecting personally, finding common ground or entertaining them.

Personal Public Speaking

Another example is public speaking. The age-old advice is to lead with a joke before getting into the message. Then you can get more detailed.   Then tailor your message to the audience and their feedback as you direct the conversation towards your conclusion.

A broadcast medium should be entertaining because it is best used to deliver (relatively) untargeted messages. This means using TV to start conversations that are broad in their appeal.

Internet and TV ads

TV advertising needs to engage and entertain to keep viewer’s attention which isn’t easy. Nielsen Consumer Neuroscience found that 65 percent of the time consumers are multitasking while watching TV. Meanwhile, online advertising is a chance to advance the conversation by delivering more targeted advertising.  Using more specific and even personalized calls to action. Failure to do so leads to consumer frustration and wasted opportunity.

At Fraser Communications we specialize in understanding the way consumers think and make decisions. This is because we recognize that the goal is to change behavior. Recognizing each medium’s strengths and limitations leads to better conversations and better results.

Renee Fraser on advertising on internet and others Renee Fraser on advertising on internet and others