Advertising That Works

Creating ads that will provide the results you are looking for requires you to determine the results you want. In this blog I will go through a process that would be used in the Execution stage of the MVOSSTE strategy framework. I will also be using AI to answer questions. The AI responses are highlighted.

The first step in this process is determining what market you want to reach and that should depend on what jobs your product or service is doing for the customers. This is not always obvious and may require the martketer to take a step back and ask just exactly what jobs are being done and for whom. 

For example, if you are in the grocery business, you might ask yourself, your colleagues or AI what jobs do grocery stores perform? Recognizing that your company must provide value for itself, its customers and its collaborators, you might come up with the following list of jobs.

1. Jobs for Customers

Functional Jobs

• Obtain food and household necessities conveniently and affordably.

• Access a variety of products in one place (e.g., fresh produce, frozen meals, cleaning supplies).

• Manage budget and meal planning with prices, deals, and packaged quantities.

• Save time by offering fast checkout, self-checkout, delivery, or curbside pickup.

• Eat healthy or meet dietary needs by providing organic, gluten-free, low-sodium options.

Emotional Jobs

• Feel confident and in control of feeding one’s family or oneself.

• Feel smart and thrifty through discounts, loyalty programs, and coupons.

• Feel safe and cared for, especially during health crises (e.g., cleanliness, mask policies).

Social Jobs

• Signal values (e.g., shopping at stores known for sustainability, local sourcing, or ethical labor).

• Reinforce family rituals like shopping together, buying holiday meals, etc.

• Provide social interaction for some demographics (e.g., seniors who enjoy a friendly local store).

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2. Jobs for Collaborators (e.g., Suppliers, Farmers, Brands, Delivery Partners)

Functional Jobs

• Distribute and sell products efficiently through a trusted channel.

• Access customer insights via sales data and promotions to refine offerings.

• Test and launch new products with real-time feedback and shelf placement.

Emotional Jobs

• Build brand visibility and trust by being stocked in a well-known, reputable store.

• Feel secure in a consistent and predictable demand stream.

Social Jobs

• Strengthen business credibility by partnering with recognizable grocery chains.

• Demonstrate alignment with consumer preferences (e.g., local, organic, sustainable practices).

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Jobs the Grocery Store Does for Itself

Functional Jobs

• Generate revenue and profit by selling goods with positive margin and turnover.

• Manage supply chain operations to ensure product availability and freshness.

• Optimize inventory to reduce waste and spoilage while maintaining stock levels.

• Control costs in labor, logistics, energy, and shrinkage.

• Leverage data from sales and customer behavior for decision-making and personalization.

• Comply with regulations related to food safety, labor, health, and taxes.

Emotional Jobs

• Reduce uncertainty by maintaining predictable cash flow and supply consistency.

• Build internal confidence in strategic direction, brand identity, and customer loyalty.

• Motivate employees and management through achievement of performance goals.

Social Jobs

• Maintain reputation and brand image with consumers, partners, and the community.

• Attract investors and strategic partners by showing consistent performance and innovation.

• Fulfill commitments to sustainability, local sourcing, or community support (enhancing stakeholder trust).

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 After you understand the jobs that need to be done you can then work with your colleagues, consultants or AI to create personas for each category and job. Here is an example:

✅ 1. Customer Persona: "Erica the Efficient Shopper"

• Demographics:
  Age 38, working mother of two, suburban, middle-income

• Shopping Habits:
  Shops once a week, uses mobile app for coupons and delivery

• Goals / JTBD:

  • Get groceries quickly and efficiently

  • Stay within a weekly budget

  • Find healthy meal options for her family

• Emotional Drivers:

  • Wants to feel like a smart, organized parent

  • Appreciates loyalty rewards and feeling “valued”

• Pain Points:

  • Long lines, missing items, poor product labeling

• Hires Grocery Store To:

  • Simplify her busy life

  • Help her feel responsible and capable

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✅ 2. Collaborator Persona: "Dan the Regional Distributor"

• Demographics:
  Age 52, owner of a mid-sized packaged goods company

• Business Profile:
  Sells snacks and beverages across several states

• Goals / JTBD:

  • Grow shelf space and increase sales velocity

  • Gain feedback on product appeal

  • Reduce returns, stockouts, and logistics friction

• Emotional Drivers:

  • Wants to feel respected by retailers

  • Seeks reliable partners to scale regionally

• Pain Points:

  • Inconsistent merchandising

  • Lack of visibility into customer response

• Hires Grocery Store To:

  • Be a growth channel and product showcase

  • Build brand equity through placement

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✅ 3. Company Persona: "G-Mart the Community-Centered Grocer"

• Profile:
  A regional grocery chain with 60 stores, family-owned

• Strategic Goals / JTBD:

  • Increase foot traffic and average basket size

  • Optimize operations and reduce shrinkage

  • Innovate with technology (self-checkout, analytics)

• Emotional Drivers:

  • Pride in being a trusted local employer

  • Desire to outperform national chains with local knowledge

• Pain Points:

  • Thin margins, labor shortages, supply disruptions

• Hires Itself To:

  • Sustain profitability while staying community-rooted

  • Maintain agility and cultural relevance

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Now that you have a better understanding of the needs of your company, its customers and its collaborators, you can set about determining the messages for your customers and collaborators and company that are in alignment and that leads prospects through the stages of adoption as described by Roger Wimmer: Unaware, Aware, Comprehension, Conviction and Action.

Crafting aligned taglines and messages across the customer, collaborator, and company personas, using the awareness-to-action funnel (Unaware → Aware → Comprehension → Conviction → Action), is a powerful marketing strategy.

Below are taglines and stage-based messaging for each persona. The overall unifying theme is:

“Together, We Nourish What Matters.”
This aligns emotional and functional jobs for all parties: nourishment (literal and metaphorical), community, efficiency, and business growth.

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🛒 1. Customer Persona – Erica the Efficient Shopper
Tagline: “Smart Shopping for Real Life.”
Stage

Message
Unaware	“Still juggling meal prep, budgeting, and chaotic store runs?”
Aware	“G-Mart makes grocery shopping fast, affordable, and family-focused.”
Comprehen- sion	“With healthy options, digital deals, and curbside pickup, your life just got easier.”
Conviction	“Thousands of moms like you rely on G-Mart to shop smart—shouldn’t you?”
Action	“Download the G-Mart app and take 20% off your first smart shop today.”

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🚚 2. Collaborator Persona – Dan the Regional Distributor
Tagline: “Where Local Brands Go Big.”
Stage

Message
Unaware	“Still struggling to get noticed on crowded shelves?”
Aware	“G-Mart helps regional brands grow through loyal local traffic and smarter insights.”
Comprehen- sion	“We provide shelf space, customer feedback, and data tools to move your product—and your brand—forward.”
Conviction	“Join dozens of fast-growing suppliers who trust G-Mart to drive velocity and visibility.”
Action	“Schedule a partner session to launch your product with G-Mart today.”

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🏪 3. Company Persona – G-Mart the Community-Centered Grocer
Tagline: “Rooted in Community. Growing with Purpose.”
Stage

Message
Unaware	“Is G-Mart just another grocery store?”
Aware	“We’re the local choice for healthy families, regional brands, and sustainable success.”
Comprehen-         sion	“G-Mart combines community values with operational excellence—serving customers, partners, and employees with heart and rigor.”
Conviction	“By putting people and performance first, we outserve the giants—without losing our soul.”
Action	“Invest in smarter growth. Launch our loyalty tech and community nutrition programs this quarter.”

 

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You are now in a position to identify the media to use to reach each of these constituencies.

To maximize impact, each persona should be reached through media that aligns with their daily habits, decision-making patterns, and preferred formats. Here's a breakdown by persona, with strategic media selections mapped to the stages of Unaware → Aware → Comprehension → Conviction → Action:

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🛒 1. Customer Persona – Erica the Efficient Shopper

Tagline: “Smart Shopping for Real Life.”

Stage	Media Channels	Why
Unaware	Instagram Reels, Facebook, Streaming Audio Ads (Spotify, Pandora)	These platforms catch Erica during downtime—scrolling or commuting.
Aware	Google Search Ads, Influencer Blogs, YouTube Pre-Roll Ads	She’s researching recipes, deals, or family products. Trusts peer content.
Compre-hension	Branded Email Series, App Store Preview, In-Store Digital Signage	She’s comparing options and responds to clear, benefit-led messaging.
Convic-tion	Loyalty App Notifications, Testimonials on Social, Peer Reviews	Social proof + personalized nudges encourage her to commit.
Action	Mobile App CTA, SMS Offers, QR Codes in Mailers	Fast, convenient calls to action on the devices she uses to shop.

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🚚 2. Collaborator Persona – Dan the Regional Distributor

Tagline: “Where Local Brands Go Big.”

Stage	Media Channels	Why
Unaware	Trade Magazines (Progressive Grocer, Food Dive), LinkedIn Sponsored Posts	Dan stays up to date via industry media and networking platforms.
Aware	Webinars, YouTube Case Studies, LinkedIn Newsletters	He researches opportunities and listens to success stories from peers.
Compre-hension	Direct Sales Outreach with ROI Case Decks, B2B Microsites	He wants data, terms, and proof of value before engaging.
Convic-tion	Industry Events, Partner Testimonials, Behind-the-Scenes Tours	Seeing the operation and hearing success stories builds trust.
Action	Dedicated Partner Portal, Online Onboarding Kit, Virtual Meetings	Clear digital pathways make it easy for Dan to say “yes” and start.

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🏪 3. Company Persona – G-Mart the Community-Centered Grocer

Tagline: “Rooted in Community. Growing with Purpose.”

Stage	Media Channels	Why
Unaware	Local Press, Community Events, Radio	Reinforces identity as a familiar and trusted part of the community.
Aware	Corporate Social Responsibility Reports, Local TV, Internal Newsletters	Builds awareness of values and strategic goals internally and externally.
Compre-hension	Intranet Dashboards, KPI Reports, Competitive Intelligence Platforms	Used by leadership and teams to assess strategy execution.
Convic-tion	Board Presentations, Strategy Retreats, Town Halls	Create buy-in and alignment around growth and transformation initiatives.
Action	Execution Checklists, Leadership Scorecards, Internal Communications App	Keeps teams on track and accountable to initiatives and metrics.

🔁 Cross-Persona Media Opportunities (Bridge Messaging)

• Local Storytelling Videos – Use the same short documentary-style clips to reach shoppers (emotionally), suppliers (credibility), and employees (mission).

• Community Partnerships – Shared sponsorships (e.g., food drives) resonate with all personas.

• Smart In-Store Tech – Kiosks, loyalty app, and endcaps can deliver aligned messages to customers and feature supplier brands.

✅ Message Alignment Summary

• Customer: Simplify and enrich daily life.

• Collaborator: Accelerate growth through a trusted local partner.

• Company: Serve with excellence, scale with purpose.

  
  

  Your final plan and budget might look like the following:

  Below is a 90-day media calendar and budget allocation model tailored to the three personas—Customer (Erica), Collaborator (Dan), and Company (G-Mart)—with aligned messaging across Awareness → Comprehension → Action stages. The goal is to maximize impact while keeping media integrated and measurable.

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🗓️ 90-Day Integrated Media Calendar

• Week	Campaign   Focus	Persona	Media Channels	Message Theme
  1–2	Launch    Awareness	Erica (Customer)	Instagram, Streaming Audio, Local TV	“Smart Shopping for Real Life”
  		Dan (Collaborator)	LinkedIn Ads, Trade Email	“Your Local Growth Partner”
  		G-Mart (Company)	Local Press, CSR Web Update	“Rooted in Community”
  3–4	Build Comprehension	Erica	Email Series, App Demo, Blog Partnerships	“Here’s how it works for you”
  		Dan	Webinars, LinkedIn Case Study	“Data-Driven Growth with G-Mart”
  		G-Mart	Intranet KPIs, Video Town Hall	“Why This Strategy Matters”
  5–6	Drive Conviction	Erica	Influencer Testimonials, App Offers	“Other moms trust G-Mart. You can too.”
  		Dan	Partner Success Stories, Retailer Reviews	“Your brand can be next”
  		G-Mart	Internal Scorecards, Departmental Breakouts	“Here’s how we’ll win together”
  7–10	Take Action	Erica	App Push, SMS Offers, QR Coupon Mailers	“Start saving today”
  		Dan	Digital Partner Kit, Virtual Onboarding	“Let’s launch your product now”
  		G-Mart	Execution Checklist Rollout, Daily Huddle Boards	“Now let’s execute”
  11–12	Sustain Momentum	All	Retargeting Ads, Post-Purchase Surveys, Local Events	“Nourish What Matters” theme carried across

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💰 Sample Budget Allocation (for 90 Days, $100K Budget)

• Category	Media Channel	Allocation %	Rationale
  Customer-Facing (Erica)	Paid Social (Meta/IG, YouTube)	25%	Targeted by age, zip, interest—efficient reach
  	Loyalty App & Email	10%	Direct, personalized CTA & retention
  	Influencer & Content Collab	5%	Trust-building and conversion
  Collaborator-Facing (Dan)	LinkedIn Sponsored + Email	12%	Professional targeting, high-value lead gen
  	Webinar Production	5%	Thought leadership + conversion path
  	Partner Kit Dev	3%	Needed for onboarding
  Internal/Brand (G-Mart)	Local Press + PR	5%	Community positioning, builds trust
  	Video & Town Hall Tools	10%	Comprehension + conviction internally
  	Training/Execution Tools	5%	Keeps teams aligned and motivated
  Shared Investment	Retargeting + Analytics Tools	10%	Track engagement, optimize messaging
  	Community Event Sponsorships	10%	Boosts all personas via brand trust

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This example shows some of the steps that can be taken to improve the effectiveness of an ad campaign. At every stage an ad manager should consult with the company leadership and engage with the creative staff in ad design and media placement.

After deciding on ad designs for each persona (there should be several personas for the customers and collaborators), there should be tracking mechanisms to track, evaluate and adjust ads and placement where needed.

Here are some sample ads that might be used.

Here’s a sample ad for each persona—Erica (Customer), Dan (Collaborator), and G-Mart (Company)—written to reflect their Jobs to Be Done, aligned messaging, and stage-specific goals. Each ad follows the awareness-to-action arc, optimized for its primary medium.

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🛒 Customer Persona Ad (Erica the Efficient Shopper)

Format: Instagram Carousel Ad
Stage: Awareness → Comprehension → Action
Tagline: “Smart Shopping for Real Life”

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Slide 1
📸 Image: A tired mom in her car looking at a long to-do list.
Headline: “Grocery runs... again?”
Caption: Life’s busy enough. Why is grocery shopping still so hard?

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Slide 2
📸 Image: Erica happily placing bags in her trunk after curbside pickup.
Headline: “Meet G-Mart. Grocery shopping, reinvented.”
Caption: Healthy foods. Weekly deals. Pickup in 10 minutes. Yes, really.

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Slide 3
📸 Image: A phone screen showing G-Mart’s app with digital coupons.
Headline: “Plan, save, and shop—all from your phone.”
Caption: Exclusive app savings, meal ideas, and auto-reorder for staples.

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Slide 4
📸 Image: Erica at dinner with her family, smiling.
Headline: “Less stress. More moments like this.”
CTA Button: Download the G-Mart App — Save $10 Instantly

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🚚 Collaborator Persona Ad (Dan the Regional Distributor)

Format: LinkedIn Sponsored Post
Stage: Awareness → Conviction → Action
Tagline: “Where Local Brands Go Big”

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Visual: Split image – one side shows a cluttered retail shelf, the other shows Dan’s snack brand featured on a G-Mart endcap.
Headline: “Your product deserves more than just shelf space.”
Body Text:

At G-Mart, we don’t just stock your product—we help it move.
Our regional supplier program gives you:
✅ Prime placement
✅ Weekly sales data
✅ Feedback from real customers
✅ A team that roots for local brands

“We grew 28% in 90 days thanks to G-Mart’s partnership.” –Actual Supplier

CTA Button: Book a Partner Intro Call →

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🏪 Company Persona Ad (G-Mart)

Format: Internal Poster / Intranet Banner
Stage: Comprehension → Conviction → Action
Tagline: “Rooted in Community. Growing with Purpose.”

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Visual: Collage of real G-Mart employees, shoppers, and local suppliers
Headline: “We’re not just running stores. We’re building something bigger.”
Body Text:

Every stocked shelf, every smiling shopper, every local supplier—
it all adds up to something powerful: purpose-driven growth.

✅ We’re launching 3 new programs this quarter
✅ Your voice matters in how we grow
✅ Together, we nourish what matters

Let’s make this our strongest quarter yet.
CTA: Visit the G-Mart Growth Hub → [Intranet Link]

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Here is an approach for ad campaign evaluation.

🔁 Optimization Plan

• • Weekly dashboard to monitor impressions, click-through rates, app downloads, B2B leads, and internal execution KPIs.

  • Mid-campaign optimization at Day 45—reallocate based on performance.

  • Post-campaign report at Day 90—measures ROI and refines next cycle.