Vals Advertising is a marketing strategy that targets specific groups of consumers based on their values and lifestyles. The acronym "Vals" stands for "Values and Lifestyle," and it was developed by the consulting firm SRI International in the 1980s as a way to better understand consumer behavior and make more effective marketing decisions.
Vals advertising focuses on targeting specific consumer segments based on their values, attitudes, and behaviors. These segments are identified through a survey called the Vals Assessment, which asks questions about a person's interests, activities, and opinions. The survey results are then used to classify people into eight different Vals types: innovators, thinkers, achievers, experiencers, believers, strivers, makers, and survivors.
Innovators are people who are imaginative, visionary, and open to new ideas. They are willing to take risks and are early adopters of new products and technologies. Marketers can appeal to innovators by highlighting the unique features and benefits of their products and by showcasing the latest trends and innovations.
Thinkers are logical, analytical, and reflective. They are interested in understanding how things work and are willing to invest time and effort into learning about new products and technologies. Marketers can appeal to thinkers by providing detailed information about their products and by highlighting the quality and reliability of their offerings.
Achievers are driven, ambitious, and successful. They value status and respect and are willing to invest in products and services that will help them achieve their goals. Marketers can appeal to achievers by highlighting the prestige and status associated with their products and by promoting the benefits of using their products to succeed.
Experiencers are energetic, spontaneous, and impulsive. They are attracted to new and exciting experiences and are willing to try new products and activities. Marketers can appeal to experiencers by highlighting the thrill and excitement associated with their products and by promoting opportunities to try new things.
Believers are traditional, conventional, and religious. They value stability, security, and community and are more likely to trust established brands and products. Marketers can appeal to believers by highlighting the values and traditions associated with their products and by promoting the benefits of using their products to maintain stability and security.
Strivers are practical, resourceful, and hardworking. They are looking for products and services that will help them get ahead and are willing to invest in products that will help them achieve their goals. Marketers can appeal to strivers by highlighting the value and practicality of their products and by promoting the benefits of using their products to succeed.
Makers are hands-on, independent, and self-sufficient. They value creativity and craftsmanship and are interested in products and services that allow them to create and build things. Marketers can appeal to makers by highlighting the creativity and craftsmanship associated with their products and by promoting the benefits of using their products to create and build.
Survivors are security-conscious, traditional, and practical. They value stability and are looking for products and services that will help them maintain their current lifestyle. Marketers can appeal to survivors by highlighting the stability and security associated with their products and by promoting the benefits of using their products to maintain their current lifestyle.
Vals advertising is a powerful marketing tool that can help companies better understand and target specific consumer segments. By identifying the values and lifestyles of their target audience, companies can create more effective marketing campaigns and reach their desired consumers more effectively.