So, it’s time to develop a strategy. How to start?

There are several pump primers, said Robin Hafitz of Open Mind Strategy in a recent webinar for members of the American Association of Advertising Agencies (4As). Riger participants learned about using insights, rather than pure information, to form strategies. Information leads to “Oh, ok, ho-hum” reactions, while insights trigger more visceral comments. “Oh, man, I never looked at it quite that way!”

Insights represent a true understanding of the target audience. Not just: “New moms are blogging” (that’s information). But rather, “New moms are blogging as they are trying to understand motherhood in this age and time because they can’t re-create or even relate to how their own mothers did it.” Now there’s an insight on which a strategy can be based.

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