Belgian Advertising School Workshop
 

Belgian Advertising School Workshop

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Belgian Advertising School Workshop, presented by Hakim Zemni at our InSites Consulting HQ's in Ghent on October 7, 2013.

Belgian Advertising School Workshop, presented by Hakim Zemni at our InSites Consulting HQ's in Ghent on October 7, 2013.

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Belgian Advertising School Workshop Belgian Advertising School Workshop Presentation Transcript

  • New York I Timisoara I London I Rotterdam I Ghent www.insites-consulting.com Nice to meet you, BAS! Meet InSites Consulting WIFI: InSitesVisitor Password: welcome2insites
  • Thanks for being here! Hakim Zemni, Managing Director InSites Consulting Belgium I have a passion for media, politics, music & movies. I am happily married, a proud dad, a mediocre soccerplayer and a great facebookfriend  I am often described as ‘an opinion on 2 legs’ I love my job because I’m fascinated by the question “why do people do what they do?” hakim@insites-consulting.com @hakimzemni be.linkedin.com/in/hakimzemni
  • # insites # mrx WIFI: InSitesVisitor Password: welcome2insites
  • program Kick-Off The Consumer Consulting Board (by Tom De Ruyck, Head of CCB’s) Break Insights: the age of relevance Insights: let’s try Lunch Co-everything (by Thomas Troch, Research Innovation Manager) Briefing ‘Cuppa’ Workshop ‘Cuppa’ Break Pitches ‘Cuppa’ Wrap-up, Briefing Assignment Finish
  • Founded 1997 as a business school spin-off Structure Fully independent, 7 managing partners Growth Average yearly growth +25% Locations USA I ROM I UK I NL I BE Team 125 passionate & talented people Reach Global Consumer & Moderator Network Clients +35% of 2012 Best Global Brands (Interbrand) Awards ESOMAR I AMA I ARF I MRS I MOA I AMMA
  • We want to bring our clients to the future first
  • Helping world leading brands become locally relevant
  • Helping local brands become world leading famous
  • The power is in the mix
  • EXPERTISE Further building on our academic heritage, we deploy state-of-the-art methods & techniques that optimally support our vision on how marketing can make a real difference today. We are one of the world’s most awarded agencies and our best- selling management books are a continuous source of inspiration for our clients and consultants: www.conversationmanagement.biz www.howcoolbrandsstayhot.com We start from a deep understanding of the challenges of our customers via dedicated sector teams. In everything we do, we take a consultative approach. Smart
  • CREATIVITY Our genuine interest in how consumers think, behave and evolve, goes beyond research. We inspire our clients to engage and collaborate with consumers in creative ways to shape the future of their brands. Our ForwaR&D Lab has kept us ahead of the curve by developing fresh and powerful methods over the last 10 years. Through co-creation with clients and academic partners, we are redefining the nature of the market research industry. Cookies
  • Crazy Gamers Me Toos Safe Havens Smart Cookies academic backbone sector expertise marketing consulting innovative methods change agent engagement & activation Creative Solid
  • the most effective consultants for any company Consumers are
  • ALL About...? What is this
  • is as important as What we do with people what we ask them
  • We offer a full and integrated suite of methods, optimally suited to the needs of your challenges and objectives. We uniquely focus on digital methods as the main gateway to connect and collaborate with consumer, but activate consumers to integrate and share their offline experiences with us. The methods we deploy are all geared towards making research an engaging and activating experience. We allow participants to engage with us anytime, anywhere, breaking the boundaries of time and place (online, mobile, asynchronous discussions). Digital Surveys Online Group Discussions Consumer-led Ethnography 1on1 Online Interviews Social Media Listening & Netnography Engage METHODSAsynchronous Synchronous Individual Group Research Communities Customer Consulting Boards
  • Engage Consumer-led Ethnography • The final frontier • Observe & learn • Role players vs builders
  • Social Media Listening & Netnography Engage • Go back in time • Mine large number of conversations • Make a pre- en post analysis
  • Engage Online Group Discussions • Co-write mission statement
  • EngageDigital Surveys • Benchmark & Compare • Track • Likeability
  • Engage 1on1 Online Interviews • Branding & Positioning • High income profiles
  • DIFFERENT STAKEHOLDERS INSIDE & OUTSIDE YOUR COMPANY CONSUMERS IN THEIR VARIOUS ROLES Company Consumer CONSUMERS IN THE BOARDROOM
  • @tomderuyck
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  • @tomderuyck Insighting Developing Optimizing Implementing Business Objectives
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  • @tomderuyck CHOOSING YOUR Pilot Project
  • @tomderuyck
  • @tomderuyck Conversations from external stakeholders Conversationsfrominternalstakeholders Proud company Conversation company Boring company Adored company Communication is key!
  • @tomderuyck Internal
  • @tomderuyck Internal
  • @tomderuyck Internal
  • @tomderuyck Internal
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  • @tomderuyck External
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  • It’s an EVOLUTION, not a REVOLUTION! @tomderuyck
  • Sharing IS caring @tomderuyck
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  • New York – London – Ghent – Rotterdam – Timisoara Consumer Consulting Boards linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com www.insites-consulting.com
  • Hakim Zemni
  • DOES THE future OF YOUR BUSINESS DEPEND ON luck? @InSites
  • When was the last time... @InSites
  • “It’s easier to copy than to innovate” @InSites
  • Everybody is a competitor @InSites
  • @InSites
  • @InSites Let’s play Last Man Standing
  • @InSites Let’s play Last Man Standing
  • @InSites Who in the room owns a smartphone?
  • 28% of Belgian internet users have a smartphone. 1 in 2 of these smartphones has a data/internet subscription. (may 2012) @InSites
  • You are NOT your consumer @InSites
  • @InSites
  • @InSites Consumer insights are key
  • @InSites Let’s get started
  • Size is important, but personality goes a (longer) way. Be different The brand behind... @InSites
  • The brand behind... @InSites
  • Children love what they instinctively discover for themselves @InSites The brand behind...
  • @InSites The brand behind...
  • Life is not about what you buy, but about the relationships you have with the people you care about The brand behind... @InSites
  • The brand behind... @InSites
  • Babies are happier when they are able to play, learn and develop The brand behind... @InSites
  • The brand behind... @InSites
  • People no longer have to consume content like the artist/producer/management want them to consume it. They create playlists and compilations based on individual songs rather than complete cd’s. The brand behind... @InSites
  • The brand behind... @InSites
  • I want to escape the limitations of my past life and enjoy the activity of fantasizing about alternative identities, lives, or positions The brand behind... @InSites
  • The brand behind... @InSites
  • Insight ≠ (big) data @InSites
  • 2005 2013 @InSites 1 insight, several ideas
  • In-sight |’in.sit| @InSites A definition…
  • @InSites In-sight |’in.sit|
  • In-sight |’in.sit| @InSites
  • “Men aged 25 to 40 are consuming less beer than 5 years ago” FACT/TREND (research) “As I have grown older, I like to display more sophisticated food and drink tastes. I used to drink it quite regularly but feel that beer doesn’t offer as many sophisticated options as compared to wine/spirits” “When men and women drink together with an evening meal at home they often share a bottle of wine” OBSERVATION CONSUMER INSIGHT
  • It’s me! @InSites
  • Why insights are like refrigerators
  • It’s emotional! @InSites
  • Without activation, an Insight is useless @InSites
  • In-sight |’in.sit| @InSites How to get there?
  • You don’t know what you don’t know @InSites
  • Digging for gold @InSites
  • @InSites Don’t jump to conclusions
  • @InSites Context is key The postmodern consumer
  • The power of the crowd @InSites
  • Insights is about people @InSites
  • It’s what you do with people @InSites
  • Activation @InSites Deprivation
  • @InSites Use Different Perspectives Crowd Interpretation
  • The advantage of inconsistency @InSites Don’t always believe them
  • @InSites Do something With It
  • @InSites Send them On Safari
  • @InSites Project Project
  • @InSites Person(a)ify Tiago Ferreira
  • Is it you? @InSites
  • I have noticed @InSites
  • Spread the insight @InSites
  • The magic starts at the end of your comfort zone @InSites Go out
  • Where are your daily rituals? @InSites The Consumer Reflex
  • There is no on & off button @InSites
  • It is the DNA of your product @InSites
  • Are you up for a challenge? @InSites
  • 1. Go to YouTube 2. Look for 2 commercials you like 3. Brainstorm about the insight @InSites
  • 1. Short, sharp sentences work better 2. Needs or frustrations should be as category-specific as possible 3. Avoid the hard-sell 4. Avoid using absolutes such as ‘always’ or ‘everytime’ 5. Don’t patronise or invite the consumer to patronise others 6. Look for tonal balance (e.g. use of emotional language) 7. Starting statements with ‘I’ or ‘we’ places yourself in the shoes of the consumer 8. Aim for single-minded statements TIPS FOR SUCCESSFUL INSIGHT WRITING @InSites
  • Are you up for a real challenge? @InSites
  • 139 Background Information  You are the marketing & communications team of Cuppa – a coffee brand for in-home consumption.  The brand has a rich tradition in fresh ground coffee, but quickly followed the trend to offer more convenient coffee pads although it has been hard to offer the same coffee quality.  In many ways the future looks bright for Cuppa : – In-home coffee consumption is on the rise in BE – The fresh ground coffee is winning volume over instant coffee which still dominates the market with a +50% share  However, Cuppa’s market share among 18-30 yr olds has been declining for a few years now.  Previous qualitative research has indicated that the bitter taste of coffee is an important barrier for coffee drinking with youngsters.  The monthly brand tracker proves that the Cuppa brand is perceived as high quality, but rather old-fashioned.
  • 140 Your Challenge  While the Chief Marketing Officer recognizes your team is facing tough competition from Nespresso and the energy drinks category, he believes a big marketing push is urgently needed to increase the market share in the segment of 18-30 yr olds – ‘our consumers of the next 50 years’ as he puts it.  He is convinced this can work as the most recent coffee industry reports show that out-of-home coffee consumption is on the rise among 18-30 yr olds.  You have been tasked to come back with: – A potent insight involving coffee & youngsters – Potential solutions and actions, campaigns (elements) which will be presented to the board.  The company is open to any initiatives that might help to attract 18-30 yr olds but it has to be based on strong insights.
  • 141 Tips & Tricks to uncover insights  Reframe: What would life be without X?  Observe: What do you do? What do others do? Notice something.  WhyWhyWhy: Try and answer 3 times the Why question?  Complete ‘open’ sentences: Without x I feel…, My life with X is…  Read: Analyse online groups & communities  Activate: Use X and see what happens  Deprivate: Stop using X for a period and see what you miss  History: Remember the first time you used X. How was that?  Compete: What are X’s competitor’s doing successfully?  Ask: Talk to users of X and ask them how come they use it?  Safari: Go to a shop that sells X and see what’s out there?  Personify: If X would be a person who would it be?  Compare: If X would be in another category, which brand would it be?
  • 1. Short, sharp sentences work better 2. Needs or frustrations should be as category-specific as possible 3. Avoid the hard-sell 4. Avoid using absolutes such as ‘always’ or ‘everytime’ 5. Don’t patronise or invite the consumer to patronise others 6. Look for tonal balance (e.g. use of emotional language) 7. Starting statements with ‘I’ or ‘we’ places yourself in the shoes of the consumer 8. Aim for single-minded statements TIPS FOR SUCCESSFUL INSIGHT WRITING @InSites
  • SEE YOU ON FRIDAYTUESDAY WEDNESDAY THURSDAY
  • Thanks for being here! Hakim Zemni, Managing Director InSites Consulting Belgium Questions Feedback Remarks Suggestions More than welcome! hakim@insites-consulting.com @hakimzemni be.linkedin.com/in/hakimzemni