HGA Creative Communications

January 16, 2012

How we engage with personality profiling

Recently, we took part in a training and development course which covered a number of different areas, half way through the course the trainer showed us a video which he had used to inspire and gear people up at events.

Audience reactions

Andrew, the trainer found the film very inspiring, my reaction, however was a mixture of amusement and boredom as I found it very cheesy and clichéd. Looking around the room I could tell most of my colleagues felt the same. Yet as the film ended our trainer had been so moved by it, he had welled up with tears.

Apparently this was also the reaction when the film had been shown to a group of sales people to motivate them. The reason for this completely different reaction to the same film is the very different audiences. What moves a room full of sales people is not the same as a group of cynical creatives.

Tailored communications

This event perfectly illustrates a key element of the course - personality profiling. The original theory, by William Moulton Marston has evolved into different models and variations, however all essentially group people together into one of a number of different personality types. For example, a room full of accountants are likely to have a more analytical approach and mind set, therefore would be searching for more fact driven information. As such you would approach them entirely differently than you would approach a team of marketeers.

Understand, engage, deliver

Personality profiling can be an incredibly useful tool when pitching projects or delivering creative solutions, if used in the right way you could essentially profile an audience or individual and orchestrate a campaign and its delivery based upon their collective profile to have a real impact.

Since our training, we’ve tried to consider this in everything we do and it fits in perfectly with our process; understand, engage, deliver. By taking the time to understand a client, their business and their audience, we are able to deliver the best solution possible. By combining this theory with the traditional view point of segregating target markets, A, B, C1s, which are based on people’s socio economic background, how much they earn and their level of education; potentially we are able to create a far more impactful solution.

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