The power of casting the right talent

Hey everyone!

Here's the breakdown: We will review a topic we find crucial for running successful ad campaigns, then relate to some real-world examples to help you conceptualize these ideas.

It doesn't matter how good your product is, or how well-crafted your script is. You need your message to be delivered effectively.

You have to know your audience, and that includes understanding:

• The market for Gen X, Gen Z, or Millennial consumers

• Your target Demographic 🎯

• How the price of the product affects consumer behavior

This might sound like a no-brainer, but the more variables you decide to include, the more of an understanding you'll have of who you are marketing to, and you'll have a greater sense of how the talent should look and act.

The best example of this is Dr. Squatch, who has cast a man who has become the face of their brand.

They understood the following points above, and there are key attributes they found and applied to their talent:

• An ordinary man with a trustworthy look

• Mid 30’s

• Facial hair

• Husky frame

The key takeaway is to understand who you are selling to and ensure they can see themselves when watching the ad, and you’ll see results through more meaningful castings. Dr. Squatch understands the consumer of the product or the woman's partner who would be buying the man his soap