New Business Pitch
It's Generation Y versus the Baby Boomers! Look in the advertising and marketing trade papers, and that's all you'll read about. Or just look around you; it seems as if every ad campaign these days is aimed at today's hip youth culture, or at more affluent urban professionals. That's because after spending millions on marketing studies and focus groups, businesses everywhere have decided that targeting one of these two lucrative markets will yield them the highest sales. It's impossible to target everyone, and a specialized ad campaign aimed at a very clearly defined audience is the way to go. Or so the conventional thinking would indicate.
As you've announced your decision to switch ad agencies, I'm betting more than one agency has come to you proclaiming its success in advertising to one of those two core markets. I'm here, though, to tell you it doesn't need to be an either/or situation. What if you could target Generation Y
What the Devon Agency can offer you that you'll find nowhere else is a creative staff that knows both today's youth culture and the baby boomer generation inside and out. That's because we've structured our company in a way that uniquely combines younger and more mature sensibilities. Our creative department consists of several teams, each one pairing older, more experienced art directors and copywriters who have been selling to the Boomer market for the past ten years with younger talents who bring their fresh perspectives and knowledge of today's youth market. We don't play to one market or the other; we play to both. And we're able to do it because our staff comes from both those core demographic groups.
Let me show you some of our exciting work. [SHOW SERIES OF SLIDES OF MAGAZINE ADS.] This is a series of magazine ads we created for Fashion Attic. You can see how we drew upon a range of today's hottest up-and-coming young start, and paired them up with the Oscar winning actors and actresses who are the kings and queens of Hollywood's old guard. Now let me show you how we expanded on that campaign in our television spots. [SHOW REEL OF COMMERCIAL CLIPS.] Our account executives were careful to place these ads in a range of media outlets, from TV shows popular with the twenty-one and under set, to more affluent, business-oriented publications.
What did this new campaign mean for Fashion Attic? I'll show you. [PUT CHART ON EASEL.] This chart documents Fashion Attic's sales before and after our campaign. You can see that after the initial launch in the magazines, sales rose 22 percent. And after the commercial spots started running, they rose another staggering 15 percent.
How would you like to see that same kind of increase in sales here at Close Clothes? You've done a remarkable job of making your Casual Khaki pants a fashion staple of the affluent twenty-five to forty-year-old set. But why stop there? Why not target those teenagers and college kids? The right campaign, aimed at a broader market, could double your potential sales.
Our work for Fashion Attic that I just showed you has proven what many claim to be impossible: it