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20140522 sanoma mediaparade
 

20140522 sanoma mediaparade

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    20140522 sanoma mediaparade 20140522 sanoma mediaparade Presentation Transcript

    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   6  Takeaways  for  those  who  don’t  stay  the  whole  session   1.  Your  brand  recommenders  are  the  most  important  asset  in  your  database.     Chances  are  you  haven’t  iden8fied  them  yet.   2.  If  you  iden8fy  them  and  win  them  all  …  you  win  plenty  of  ba@les.     3.  You  can  iden8fy  them  while  benchmarking  your  recommenda8on  power.     Maybe  you  already  benchmark.  Good.   4.  Move  on  from  RFM  to  RRFM   5.  Go  for  a  non-­‐customer  centric  approach.   Stop  navel-­‐gazing.  Your  customers  are  promiscuous   6.  Join  the  “Media  Influencers  Index”  Hype.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Recommenders  directly  influence  20-­‐50%  of  all  purchase  decisions.   “   “  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Their  oral  interacBons  however  are  not  in  your  Big  Data!       Over  90%  of  the  influenBal  recommendaBons  take  place  off  line.   Face2Face  …or  whatever  you  might  call  it.    
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   h$p://www.youtube.com/watch?v=erZ2YidTZp4.  Minute  06:45   “If  you  know  the  enemy  and  know  yourself,  you  need  not  fear   the  result  of  a  hundred  baYles.  If  you  know  yourself  but  not   the  enemy,  for  every  victory  gained  you  will  also  suffer  a   defeat.  If  you  know  neither  the  enemy  nor  yourself,  you  will   succumb  in  every  baYle”     Sun  Tzu,  The  Art  of  War,   Open  your  windows,    benchmark  your  enemies  conBnuously  and  spot   the  brand  recommenders.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   In  fairy  tales  asking  the  Magic  Mirror  about  “the  most  beau8ful  brand  in  the   world”  takes  7  years  to  get  an  answer.  IRL  you  have  to  move  faster.   Research   Brand     aka  SnowWhite’s  mother  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Look  through  the  window  and  discover  who  your  toughest  compeBtors  are   and  why  even  your  best  clients  are  aYracted  to  them  too.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   And  then:  aYack.  But  don’t  kill.  MarkeBng  is  a  war  without  weapons  no?  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   If  you  don’t  aYack,  you  will  end  up  being  only  a  winner  in  your  wet  dreams.   Too  bad.   The  reality   The  dream  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   “Customers’  saIsfacIon  levels  explain  less  than  1%  of  the  variaIon  in  changes  in  their   share  of  category  spending.  Yes,  the  relaIonship  is  staIsIcally  significant,  but  it  is  not   very  managerially  relevant.”   There    is  not  a  strong  relaIonship  between  saIsfacIon  and  marketshare.  Being  “saIsfied”   doesn’t  mean  that  you  also  recommend  acIvely  or  when  asked  your  opinion.  The   more  “mass  market”  you’re  in  the  less  customers  are  saIsfied.   Don’t  ask  about  saBsfacBon.  Ask  about  recommendaBon.  Only  when  when   you  measure  recommendaBon  power,  you  measure  influenBal  acBvity.   Don’t  be  sad  about  clients  being  less  loyal   than  before.  Face  the  reality  and  move  on.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Benchmarking  is  measuring  recommendaBon  power.     “I  am  saBsfied  …  but  I  don’t  need  these     superthings.  Who  cares.  I  don’t  want  to  pay  for   the  extra’s”   “I  am  saBsfied  …  but  others  are  cheaper.”   “I  am  saBsfied  …  but  it  is  Bme  for  a  change”   “I  am  saBsfied  ….  but  I  prefer  buying  more     in  my  neighbourhood”   “I  am  saBsfied  ….  but  some  brands  are  beYer     and  I  go  for  the  best”   “I  am  saBsfied  …  but  my  friends  suggested     to  check  out  a  compeBtor.”   “I  am  saBsfied  …but  some  others  are  easier  to  handle”   “I  am  saBsfied  ….but  I  prefer  buying  more    online”   Only  when  when  you  measure  your  WOM-­‐strength,  you  measure  useful   acBvity  of  the  major  players  in  the  market  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Promiscuous  behavior  of  consumers  is  a  big  opportunity  for  deeper   penetraBon  i.e.  daBng  real  prospects.   “Companies  need  to  invest  to  re-­‐earn  penetraBon  over  and  over  again.  Winners  accept   that  it’s  a  game  of  constant  recruitment.  That’s  why  they  invest  on  an  ongoing  basis  to   acquire  more  new  consumers  every  year  than  they  lose.  (Bain  -­‐  2014)  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Go  violently  for  a  penetraBon  strategy.  You’ll  love  it.  But  don’t  push.   Move  when  there  is  an  intenBon.  When  the  situaBon  is  promising.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Indeed:  relevant  (pushed  or  pulled)  ads  are  sBll  an  excellent  and  needed  tool   in  any  penetraBon  strategy.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   And  since  more  and  more  consumers  use  online  channels  during  the  pre-­‐ sales  phase  don’t  overlook  them.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   But  –  to  be  honest  –  these  (ads  in)  paid  media  are  not  the  most  trusted,  nor   the  ones  that  push  consumers  into  acBon.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Earned  media  have  most   influence,  are  more   trusted  and  generate   more  ac4on   Paid  media  generate   more  touch  points,   hence  they  are  strong   in  building  awareness.     Their  “Opportunity  To   Be  Seen”  is  bigger.   Paid  media  cost  more  than  earned  and   owned  media.  Brands  plan  to  invest    less  in   paid  media  in  the  coming  years.   And  the  “paid  media”  take  a  big  bite  of  a  brand’s  markeBng  budget.  The   earned  media  cost  less.  You’ll  have  to  find  day  aker  day  the  best  mix.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Recency,  frequency,  monetary  value   (RFM)  of  clients  were  decisive  for   investment  in  markeIng   communicaIon.  Therefore  lots  of   money  spent  (wasted)  in  this  group  of   heavy  and  recent  buyers     RFM  -­‐  axis   Light  and  non  frequent  buyers  are   oXen  “neglected”     From  RFM  to  RRFM  to  decide  about  what  to  invest  where.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Recommenda4on  axis   +RFM  &  -­‐  REC   -­‐  RFM  &  -­‐  REC   +RFM  &  +  REC   -­‐  RFM  &  +  REC   RFM  -­‐  axis   Does  not  mean  they  all  give   posiBve  recommendaBons   Frequency  and  intensity   of  recommendaBon.   The  recommendaBon  power  of  clients  becomes  the  decisive  tool  to  decide   on  marcom-­‐investments  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   How  and  where  do  you  find  these  earned  media?  The  human  media.  The   brand  recommenders?  Stop  navel-­‐gazing.      
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Start  by  asking  them  all  (!)    how  likely  it  is  that  they  will  recommend  your   brand?     Client 1 0 1 2 3 4 5 6 7 8 9 10 Client 2 0 1 2 3 4 5 6 7 8 9 10 Client 3 0 1 2 3 4 5 6 7 8 9 10 Client 4 0 1 2 3 4 5 6 7 8 9 10 Client 5 0 1 2 3 4 5 6 7 8 9 10 Client 6 0 1 2 3 4 5 6 7 8 9 10 Client 7 0 1 2 3 4 5 6 7 8 9 10 Client 8 0 1 2 3 4 5 6 7 8 9 10 Client 9 0 1 2 3 4 5 6 7 8 9 10 Client 10 0 1 2 3 4 5 6 7 8 9 10 Client 11 0 1 2 3 4 5 6 7 8 9 10 Client 12 0 1 2 3 4 5 6 7 8 9 10 Client 13 0 1 2 3 4 5 6 7 8 9 10 Client 14 0 1 2 3 4 5 6 7 8 9 10 Client 15 0 1 2 3 4 5 6 7 8 9 10 Client 16 0 1 2 3 4 5 6 7 8 9 10 Client 17 0 1 2 3 4 5 6 7 8 9 10 Client 18 0 1 2 3 4 5 6 7 8 9 10 Client 19 0 1 2 3 4 5 6 7 8 9 10 Client 20 0 1 2 3 4 5 6 7 8 9 10 Client 21 0 1 2 3 4 5 6 7 8 9 10 Client 22 0 1 2 3 4 5 6 7 8 9 10 Client 23 0 1 2 3 4 5 6 7 8 9 10 Client 24 0 1 2 3 4 5 6 7 8 9 10 Client 25 0 1 2 3 4 5 6 7 8 9 10 Client 26 0 1 2 3 4 5 6 7 8 9 10 Client 27 0 1 2 3 4 5 6 7 8 9 10 Client 28 0 1 2 3 4 5 6 7 8 9 10 Client 29 0 1 2 3 4 5 6 7 8 9 10 2  clients  you  asked  give  a  9.  You’re  happy.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   But  one  of  these  2  clients  gives  your  compeBtor  a  10.     Bad  news  for  you.  You’re  not  his  real  nr  1.   Client 1 0 1 2 3 4 5 6 7 8 9 10 Client 2 0 1 2 3 4 5 6 7 8 9 10 Client 3 0 1 2 3 4 5 6 7 8 9 10 Client 4 0 1 2 3 4 5 6 7 8 9 10 Client 5 0 1 2 3 4 5 6 7 8 9 10 Client 6 0 1 2 3 4 5 6 7 8 9 10 Client 7 0 1 2 3 4 5 6 7 8 9 10 Client 8 0 1 2 3 4 5 6 7 8 9 10 Client 9 0 1 2 3 4 5 6 7 8 9 10 Client 10 0 1 2 3 4 5 6 7 8 9 10 Client 11 0 1 2 3 4 5 6 7 8 9 10 Client 12 0 1 2 3 4 5 6 7 8 9 10 Client 13 0 1 2 3 4 5 6 7 8 9 10 Client 14 0 1 2 3 4 5 6 7 8 9 10 Client 15 0 1 2 3 4 5 6 7 8 9 10 Client 16 0 1 2 3 4 5 6 7 8 9 10 Client 17 0 1 2 3 4 5 6 7 8 9 10 Client 18 0 1 2 3 4 5 6 7 8 9 10 Client 19 0 1 2 3 4 5 6 7 8 9 10 Client 20 0 1 2 3 4 5 6 7 8 9 10 Client 21 0 1 2 3 4 5 6 7 8 9 10 Client 22 0 1 2 3 4 5 6 7 8 9 10 Client 23 0 1 2 3 4 5 6 7 8 9 10 Client 24 0 1 2 3 4 5 6 7 8 9 10 Client 25 0 1 2 3 4 5 6 7 8 9 10 Client 26 0 1 2 3 4 5 6 7 8 9 10 Client 27 0 1 2 3 4 5 6 7 8 9 10 Client 28 0 1 2 3 4 5 6 7 8 9 10 Client 29 0 1 2 3 4 5 6 7 8 9 10
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Look  (less)  or  (not  only)  in  the  mirror  and  more  through  the  window.     There’s  the  market.  There  are  the  voters.  The  influencers.  The  buyers.   Very bad ranking for “You “ Excellent ranking for “You” More or less ok ranking for “You” 1 Competitor 1.You (+20) 1 Competitor 2 Competitor 2 Competitor 2 Competitor 3 Competitor 3 Competitor 3 Competitor 4 Competitor 4 Competitor 4 Competitor 5 Competitor 5 Competitor 5.You (+20) 6 Competitor 6 Competitor 6 Competitor 7 Competitor 7 Competitor 7 Competitor 8 Competitor 8 Competitor 8 Competitor 9 Competitor 9 Competitor 9 Competitor 10.You (+20) 10 Competitor 10 Competitor
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   That’s  how  we  do  it:  “How  likely  are  you  to  recommend  this  brand?”  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   That’s  how  we  do  it:  “How  likely  are  you  to  recommend  this  brand?”  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   3  quesBons:  your  experience,  your  score,  your  buying  intenBon.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Scores    9  -­‐10   Scores 9-­‐10   Scores   9-­‐10   Scores 9-­‐10   Scores 9-­‐10   Scores 9-­‐10   Scores 9-­‐10   Scores 9-­‐10   Scores 9-­‐10   Scores 9-­‐10   Scores 9-­‐10  Scores 9-­‐10   Scores     0-­‐6   Scores     0-­‐6   Scores     0-­‐6   Scores     0-­‐6   Scores     0-­‐6   Scores     0-­‐6   Scores     0-­‐6   Scores     0-­‐6   Scores     0-­‐6   Scores     0-­‐6   Scores     0-­‐6   Scores     0-­‐6   The  brands  these  boys  &  girls   also  recommend   Brand  Profile  of  boys  &  girls  18-­‐25  yrs  old,     who  all  give  a  very  high  9  &  10   recommendaBon  score  to  brand  X.   The  brands  they  don’t   recommend  at  all.   Scores     0-­‐6   And  when  1000’s  of  consumers  do  it  every  now  and  then,  they  build  unique   profiles  for  themselves  and  several  segments  with  their  peers.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   Extra-­‐contacts  generated  :    brands  reach  consumers  through  media,   but  since  not  all  consumers  are  created   equal,  some  become  “human  media”  and   some  not.   Brands   Media   “Human  media”  “Just  humans”   “Just  humans”   And  they’re  influencers.  Brands  can  influence  these  influencers  by  running   ads  in  the  media  these  influencers  engage  with.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   The  Media  Influencer  Index.  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐  
    • Jan  Van  den  Bergh  –  Holaba  –  Sanoma  Mediaparade  2014  –  jevedebe@holaba.com  The  Recommender  RevoluBon  -­‐   7  takeaways  for  those  who  arrived  too  late   1.  Your  brand  recommenders  are  the  most  important  asset  in  your  database.     Chances  are  you  haven’t  iden8fied  them  yet.   2.  If  you  iden8fy  them  and  win  them  all  …  you  win  plenty  of  ba@les.     3.  You  can  iden8fy  them  while  benchmarking  your  recommenda8on  power.     Maybe  you  already  benchmark.  Good.   4.  Move  on  from  RFM  to  RRFM   5.  Go  for  a  non-­‐customer  centric  approach.   Stop  navel-­‐gazing.  Your  customers  are  promiscuous   6.  Join  the  “Media  Influencers  Index”  Hype.   7.  Never  arrive  too  late.