Mind search® overview


Published on

To change customer mindsets you need to understand their needs.

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Mind search® overview

  1. 1. MindSearch® Building better customer relationships© MindWorks Marketing Communication 2012
  2. 2. MindWorks changes customer buying behaviour by understanding customer current mindsets and then© MindWorks Marketing Communication 2012 delivering a relevant and an engaging creative message.
  3. 3. MindWorks Methodology - where MindSearch® fits Discovery Quantify DM Campaign Objectives DM Planning and Strategy Establish Sales Pipeline Evaluation Creative Development MindSearch®© MindWorks Marketing Communication 2012 Response Capture Analysis Customer Insights Recommendation Customer Benefits Creative Idea Implementation Campaign Management Supplier Partner Briefing
  4. 4. MindSearch® MindSearch™ is a three-stage Strategic Creative process aimed to deliver improved Direct Marketing results. Stage 1 and Stage 2 are undertaken in collaboration with the client during a workshop facilitated by MindWorks. Stage 1 Stage 2 Stage 3 Customer Insights Product Benefit plus vs Creative Idea Market Insights Customer Benefit© MindWorks Marketing Communication 2012 Key Customer Insight Single Minded Proposition Creative Execution
  5. 5. Stage 1: ‘Paint a Picture’ We start by painting a ‘word’ picture of the customer from gathered research, experience, knowledge. This customer picture (list of words) becomes the reference point from which our Customer Insight assumptions are checked. Demographics LifeStyle© MindWorks Marketing Communication 2012 LifeStage Buying Behaviour
  6. 6. Stage 1: Key Consumer Insight (KCI) Analysis cont. Identify customers most critical ‘nagging need’ Outcome: List of all known (research) or assumed (experience/knowledge) Customer Insights. Customer’s desire Customer’s need Customer’s expectation Customer’s want Customer’s perception Customer’s knowledge© MindWorks Marketing Communication 2012 Secondary Research Key Customer Insight (KCI)
  7. 7. The launch of a NEW COOKBOOK is used to demonstrate the MindSearch® workshop findings…© MindWorks Marketing Communication 2012
  8. 8. Stage 1: Key Consumer Insight (KCI) Analysis cont. Outcome: Identify a single Customer Insights for each customer behavior group. Rank Customer Insights in order of importance. Define in first person the most critical (Key) Customer Insight. Ranking Customer desire To look good in front of my friends 6 Customer expectation Recipes that will work every time 2© MindWorks Marketing Communication 2012 Customer need Recipes that offer value for money 4 Customer want Simple and easy to understand recipes 1 Customer perception Not every dish will be perfect 5 Customer knowledge My friend said that recipes are easy 3 Key Customer Insight I want simple and easy to understand recipes
  9. 9. Stage 2: Single Minded Proposition (SMP) Development Translate Product Benefits into Consumer Benefits (CB) Outcome: Customer Benefits ranked in order of importance Product Benefits Customer Benefits Ranking Never more than 7 Stress-free enjoyable cooking 2 ingredients to assemble for busy people© MindWorks Marketing Communication 2012 Clear & simple – easy to Fewer kitchen disasters and 4 follow, easy to use better results Short preparation and Spend less time in kitchen and 1 cooking times more time with family Ingredients are readily Less time shopping and 3 available in your local hunting for ingredients supermarket
  10. 10. Stage 2: Single Minded Proposition Development cont. Sychronise CB with KCI to define a singular benefit (SMP) Outcome: MindWorks encapsulates the SMP in a statement which serves as a platform for the Creative Idea Key Customer Customer Benefit Single Minded Insight (that most aligns with KCI) Proposition© MindWorks Marketing Communication 2012 I want simple and easy Spend less time in kitchen Cook like a chef to understand recipes and more time with family. without spending excessive time in the kitchen
  11. 11. Stage 3: Creative Idea Development Outcome: Our Creative Idea ‘connects’ with the customer through a key message that taps into the customer’s present mindset. Once a ‘connect’ is made the customer is more likely to pay attention to ALL the benefits of the product. This helps trigger a change in the mindset and a new buying behavior is achieved.© MindWorks Marketing Communication 2012 Creative Idea Creative Execution
  12. 12. The MindSearch® process assists MindWorks to create targeted© MindWorks Marketing Communication 2012 communications that deliver improved Direct Marketing results.
  13. 13. For more information please contact Cameron Steel: T 02 9299 3300 E camerons@mindworksmc.com.au W www.mindworksmc.com.au© MindWorks Marketing Communication 2012