Ten Things To Make You Think Long

10 things to make you think

We are Futurelab FUTURELAB

WE ARE FUTURELAB We create new profit opportunities for our customers. Our innovations and methods allow: • Marketers to become more effective & engaging. • Innovators to identify the next opportunity or niche. • CEO‗s to connect their business to the customer. In the process, we challenge every barrier to business success. We dislike writing reports, billable hours or elaborate processes. Instead, we prefer to quot;get onquot; with making money for your business. FUTURELAB

Futurelab Structure Priviliged Relationships Athens – Barcelona - Brussels – (Bucharest ) – Johannesburg – Hamburg – Moscow – Kiev - Munich - Shanghai A flexible boutique: 2 partners – 3 support staff – 7 associates – 28 specialists/contributors

FUTURELAB Welcome to the Bolshoi

Can you Make the Light Shine on Your Product? WHY BOTHER? • 30,000 products in an average supermarket • +600% new product introductions since 1994 • Average shopping time: 21 minutes • Average products bought: 18 • 80% of purchase decisions made in-store • Average decision time: 2.5 seconds • Shoppers only ―see‖ half of the products available Source: G2 Shopper Marketing Survey, April 2008 FUTURELAB

Crisis

Consumer Behaviours During a Recession Changes Delay Purchases Plan Ahead Deal Seeking Service & Rewards Social Circling Save & Splurge WHY BOTHER? Especially Now Times are Tough. Source: OgilvyOne, October 2008 FUTURELAB

FUTURELAB RESEARCH Case Study: the US market In the last years, US consumers spent approximatively US $1 trillion on food, or almost 10% of the GDP.1 The pie chart above describes the consumers‘ reactions to the current economic situation. With food prices going up (see previous slide), brands are now facing a harsh truth: customers are disloyal. 9

FUTURELAB RESEARCH Case Study: the US market At the same time, consumer expectations have gone up, as shown in the above Accenture study. Compared to five years ago, 44% of US consumers surveyed have declared that they have higher customer service expectations. 23% have declared that their expectations have gone up since the last year. Furthermore, only 3% of consumers worldwide say that their CS expectations are always met. 10

FUTURELAB RESEARCH Case Study: the US market With the advent of new media and the ever-increasing awareness channels, US consumers now have increasingly higher expectations, with the CPG sector making no exception. Companies are now finding that issues such as sustainability, wellness and transparency are coming up more and more often. At the same time, the proven lack of effectiveness of traditional marketing methods is raising the stakes even higher. And, to top it all off, studies show that, even though companies are gathering huge amount of data about their customers, only a select few know how to interpret it properly. 11

Unlimited Choice

perception 80% of CEO‘s believe their brand provides a superior customer experience 8 % of their customers agree (Bain & Company) FUTURELAB

How to make that light shine on you?

Your customers are not a database – and not a statistic

TRADITIONAL SEGMENTATION CASE STUDY: 25-30 year olds ―Look at the numbers‖ Elsa (Female/urban/mid-income) 25 29

INSIGHT Understand what truly drives your customers Understand the emotional needs of your customers

CHALLENGES/OPPORTUNITIES Most Marketers Don‘t Really Know ... India P&G employees will need to get out Everyone should do every job in the of the office and talk with customers. store at least once in his career. QUESTION WHEN DID YOU LAST “SPEAK” TO A SHOPPER? WORK IN A STORE? FUTURELAB

Insights into Ideas The Greek Consumer

FUTURELAB RESEARCH Issues and challenges: lack of insight Retailers focus mainly on collecting and tracking data about ―purchasing behaviors,‖ ―geographics,‖ and ―demographics.‖ All in all, Most food retailers know the ―what‖ of their customers—what they buy, purchasing frequency, etc. But few know the ―why‖. 20

10 things to make you think

10 Insights to make you think – 10 Questions to ask yourself

―I am sick and tired of Marketers lies‖

76% of consumers don‘t believe that companies tell the truth in advertisements Yankelowich,2006

Transparency • WHY (simple numbers or other, simple, straightforward proof of this) Transparency?

FUTURELAB RESEARCH Transparency? I&C: Transparency You are being watched…. 26

CSR SAB Miller: making a difference through beer Our key priorities Discouraging irresponsible drinking Making more beer but using less water Reducing our energy and carbon footprint Packaging, reuse and recycling Working towards zero-waste operations Building supply chains that reflect our own values and commitment Benefiting communities Contributing to the reduction of HIV/Aids Respecting human rights Transparency in reporting our progress Source: http://www.sabmiller.com/NR/rdonlyres/B5B9E625- 8661-47E4-9EB3- 783C2D977036/0/SABMiller_SDR_2008.pdf FUTURELAB COMMENT Sustainability, CSR – do good and tell about it, in very straight forward ways. The ‗we employed this many people, and paid this much in taxes, etc‖ works well. Dont fall into the PR trap, but tell people what you do, and why you do it. FUTURELAB Page 12

Transparency It doesn‘t have to be complicated….

Are your campaigns truthful? Does the brand experience match the promise? At every touchpoint?

Question: How transparent are we in dealing with out customers?

― I don‘t want to lose that connection to the village, the old/real life‖

Authenticity Local Food 32

Authenticity Your own private sheep… 33

Authenticity Dole Traceability

Authenticity Crop to Cup Traceability

Authenticity De Kas As authentic as it gets – self grown food restaurant

Customization Brewtopia - Custom branded beverages Since 2002, we've dedicated our tiny minds to customising Beer, Water & Wines online You can now even create your own labels for delivery Worldwide We have no minimum order, no setup charges and 100% money back guarantee on all products. Source: http://www.blowfly.com.au/ FUTURELAB COMMENT How about doing this yourself (in cooperation with a small printer with an entrepreneurial mindset)? Customised labels for parties, at an affordable price. Which 18-year old wouldnt love to have his personal bottles at his graduation or birthday party? How collectable would that make the bottles? A great tool for engagement, collectability, and straight forward sales improvement. FUTURELAB Page 28

Question: How authentic are we?

―The consumerism here is horrible – too many products, too much waste….‖

Reduce waste and over-abundance 100 Calorie Packs

FUTURELAB Reduce waste and over-abundance RESEARCH Future trends Mini-packs 41

100 Calorie Packs

The ultimate give-away?

Show that you (really) care

FUTURELAB RESEARCH Future trends Functional food brand for pregnant women A French company has developed a new line of food products for pregnant women. Dubbed Luna, the range consists of eight products made with organic ingredients, all aimed at ensuring women get the nutrients they need for a healthy pregnancy. Included are honey & sesame biscuits that are rich in iron, calcium, magnesium, phosphorus and fibre; and a herbal infusion that promotes healthy circulation. 45

FUTURELAB RESEARCH Future trends Organic fast food - OBurger in Los Angeles Los Angeles-based OBurger is out to show consumers that organic, healthy fast food can be just as convenient as more calorie-clogging fast food options. The 100% organic menu is equally dedicated to the organic and sustainable cause. Besides that, the logistics alone at OBurger are an impressive feat in restaurant innovation. They use non- toxic cleaning supplies and packaging that is recyclable, compostable or biodegradable. 46

Question: How can we (im)prove our green credentials?

―I want you to really listen to me, understand me, engage with me‖

Engage in the conversation – Buzz, WoM • People want to have a conversation, not just being yelled at • People trust people

When forming an opinion of a company, how % credible would the information be from … Academic 62 Doctor or similar 62 A person like yourself or a peer Person like yourself/peer 61 Financial Analyst 58 61% 55% NGO Rep 58 51% Accountant 53 Lawyer 36 33% Regular employee 33 CEO 29 Union 19 Entertainer 17 2003 2004 2005 2006 PR person 16 Edelman Trust Barometer 2006 Blogger 15 People Still Trust Humans FUTURELAB

Cosmetic concerns

Start Listening ‗Help us choose‘

Listen in – and engage in the conversation!

Engage in the conversation!

Check yourself out regularly

And listen for the nasty bits….

FUTURELAB Open your eyes

FUTURELAB RESEARCH Future trends Wine tastings via Twitter Bin Ends, which was started up earlier this year, is now gearing up for its second Twitter Taste Live, which will be held this Thursday—the first one was in July. The project aims to give wine enthusiasts around the globe a chance to join the world's top wine personalities online for tastings via the popular social networking tool Twitter. 59

Question: Are we having a conversation?

Find your existing communities

Enable your community 1 year: 100.000 registered customers Now: 2,800,000 registered customers Quickbooks – the best example

Provide them with the right tools

FUTURELAB RESEARCH Trends: Biocitizens ―Biocitizens‖ are people who join social networks (online or in person) based on shared health interests. They organize around disease management or chronic conditions; wellness practices like exercise, parenting, or aging; or environmental health concerns. These new collectives are generating, collecting, and sharing information, and they are becoming authorities in their own right. Their influence on the marketplace is increasing: As shoppers, we consult these social networks about healthy purchasing decisions ranging from food to deodorants to cleaning products; as consumers, we leverage them to demand a voice—not just a choice—in the products we are offered. Food retailers need to be aware of the networks operating around them, and alert to opportunities that help shoppers connect to each other. 64

FUTURELAB RESEARCH Trends: Biocitizens 65

A community site for every café?

The largest virtual world on the planet in less than a year April 2007: beta launch June 2007: 3,000,000 users July 2008: 15,000,000 users The ultimate community connect

Facebook connect – recycle the community

Question: Are we fishing where the fish are?

―It‘s all about my parea‖

Empower the Tribal Leaders

Let them do your work

Create a movement

Crowd Finance BeerBankroll Others are taking the idea of crowdsouring a step further. Including US based brewery called BeerBankroll, who are experimenting with involving the community to fund and manage their company. How do they do it? The first step is the Crowdfunding. Beerbankroll are recruiting members (50,000 to start with), who will contribute $US 50 to get the project up and running. Once BeerBankroll has raised $100,000, the Crowdmanaging kicks in. The BeerBankroll community will then be involved in actively running the business. Members can submit product ideas and vote on management decisions. They can have a say in everything from the brand name, company logo, product design, product mix, marketing plan, advertising and sponsorship. The company profits are then divided by three: One third is paid to members. One third goes back to the company. One third goes to charity. If the experiment works, BeerBankroll will have an army of 50,000 beer drinking brand evangelists to help them spread the word. Source: http://digitaljury.wordpress.com/2008/07/03/crowdsourcing-for-beer/ FUTURELAB COMMENT We see more and more of these crowd-finance projects – from movies to footballclubs, to, indeed, micro-breweries. While this of course does not work for your direct businessmodel, how about applying these principles to social projects? A joint undertaking by all Amstel drinkers of Greece to raise E250.000 for a social business in Botswana, that then will be managed jointly? An endless stream of PR and engagement with the consumers, and unleashing an army of promoters onto the market. FUTURELAB

Question: Do I know what ‗tribes‘ I can connect to?

―I just love your products – and I would love to become involved. I actually have some good ideas!‖

Let them improve your products

Let them build their own

Let them promote them

Or even innovate for you

Finally, let them create your advertising

Question: Do we involve our fans enough?

―None of my staff I can really trust – what if I get sick? Who runs the company?‖

What could you do? Create a support mechanism. Re-engage the wisdom of the retired

Question: Do we understand the human issues of our channel partners?

And finally…the most important question of all!

FUTURELAB

“Today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities.quot; Jim Stengel, Global Marketing Officer P&G FUTURELAB

Advertising Myths 1. Frequency is not a driver for action 2. There is no golden rule about OTS

Advertising is a tax you pay for unremarkable thinking Robert Stephens, CEO, the Geek Squad

Read Magazines Magazines 11,7% Read News- 8% papers 10% Watch TV 30% Television Use the 37,8% News- Internet papers 23% Listen to 25,9% Radio Radio Internet 8% 29% 9,7% Media Consumption Europe – 2006 Share of total adspend by medium (global) % 2008 forecast (March 2008) % of total media consumption time What‘s wrong with these numbers?

Most influential information sources in purchasing electronic goods? (TOP 3) Magazines 11,7% Source % In-store Sales Associate 49 CMO Council‘s Retail Fluency Report, 2005 In-store demonstration 36 Word-of-mouth from family & 33 friends Newspaper Coupons 25 Television 37,8% Internet 21 News- papers Product/Company Information 16 25,9% Retailer information 14 Radio Internet 8% Other 14 9,7% Magazines 4 Share of total adspend by medium (global) % TV 4 2008 forecast (March 2008) Radio 3 Even more wrong…. FUTURELAB

60 Media Usage % Advertising Spend % 50 47.7 39.6 40 32.4 29.5 30 20 13.8 12.7 13.5 10 4.7 6.1 0.06 0 tv newspaper radio internet games More wrong numbers

£300 vs £40MM How about this for budget efficiency?

Spend my budget on WHAT!?

Get a fresh perspective on your budget Get the store staff on your side Invest in the call centre Simplify the form....

And most importantly – focus on word of mouth – because Humans trust humans

% of people that are more likely to RECOMMENDATIONS MATTER believe what they see, read or hear about a company if someone they know has already mentioned it. • In Brazil, Canada, Germany, The Netherlands, Spain , Sweden and the US, ― a person like me‖ is the most credible source of information about a company • 84% of opinion leaders 35-64 recommend companies that they trust to people they know. 37% write ―emails of support‖. • 78% share their negative company opinions with others. 44% write emails complaining to the media, a politician or an official third-party Source: Edelman Trust Barometer 2008 The Power of Recommendation

The Power of Recommendation 1955 1967 1983 2001 2007 Word-of-mouth is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising Marketing Science Institute, 2006 This is not exactly news....

HOW LIKELY ARE YOU TO RECOMMEND? Extremely Extremely unlikely likely 0 1 2 3 4 5 6 7 8 9 10 DETRACTORS PASSIVES PROMOTERS NPS™= (Promoters-Detractors)/Total Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld The Power of Recommendation

Promoters make you more money -They spend more -They negotiate less -They stay longer -They are easier to service -They upgrade quicker -... Slide: Bain & Company, official NPS(tm) presentation Fred Reichheld. Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld The Power of Recommendation

This works for almost every industry The Power of Recommendation

Brands that built themselves with little or no e.g. Oxford Street, London traditional “advertising” ® 11 million passers-by a year (€ 4500/$5500 sq/m) Or at € 2,000,000 p.a. budget ® A CPM of € 18 or lower ® Depending on ® -Your product & service Most - On-site revenues advertising - Marketing objectives agencies The numbers may add up Or on a more modest level = the media value of your POP materials can be very high It is also measurable 111 And something completely different:Retail as a Medium

No, it’s not...

• Traditional compensation & other systems stand in the way • Creative and media work in isolation • Lack of experience with new media (not everyone went “dot-com”) • Venturing into uncharted territory = risky (even on a personal level) • Nobody really knows how things will evolve

Where ARE the orcas? Who will be the First Penguin?

Download an extended version of this presentation and a digital handout at: Futurelab.net/FB Read more on our blog at: Blog.futurelab.net

The Element of Surprise

About Futurelab If you want to know more about how to find true insights in the emotional needs of your target audience, and how to turn these into winning propositions and profit opportunities, give us a buzz TNS ICAP Futurelab Greece Futurelab Helena Chari Milton Papadakis Stefan Kolle Helena.chari@tnsicap.gr athens@futurelab.net sko@futurelab.net +30 210 72 60 600 +30 210 72 60 600 +32 473 888 996 www.tns-global.com www.futurelab.net www.futurelab.net FUTURELAB

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Ten Things To Make You Think Long

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