Let us take Nathalie as our Pen Portrait and envision which type of mixed media we can use to better reach her and influence a purchase of the Sony WH-1000XM3B Wireless Headset.
To best target the selected audience we should use data to understand why consumers buy the product.
Why do they buy Sony soundproof headphones? Is it for style, quality, noise-proof system or grip?
Evaluating preference will help evaluate which are their probable connections with the product.
I would suggest meeting “Nathalie” at her commute, which is where most people try to escape from background noise.
Having Real-Time Outdoors with speakers that play music when sensors recognize a passerby at a close distance. A Real-Time DOOH campaign with a message like this: ” If you’d be wearing our soundproof headphones you would still be “in the zone”.
We know young adults prefer to live in their own bubble, and that’s where we meet them.
The message can be used in radio, using voice over to describe the information, DOOH in public transportation areas, TV ads, traditional OOH and small ads on Youtube.
Fig. 3: Examples of media platforms
Like this, the message would be delivered differently and interpreted the same in every media.
Thoughts on Marketing 