Insight Exchange 1

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McCann Erikson - Johannesburg, South Africa - Insight Exchange Trend Presentation

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  • http://www.walletpop.com/blog/2009/04/20/shop-easy-more-companies-offering-peace-of-mind-to-layoff-wary/
  •   http://www.goauto.com.au/mellor/mellor.nsf/story2/DD76B8817412784DCA257571000DB4A8 http://www.pressreleasepoint.com/rick-case-hyundai-sales-30-percent-2008-quotfebruary-2009-sales-reports-are-inquot-hyundai-assurance
  • http://wheels.blogs.nytimes.com/2009/03/09/harley-davidson-asks-riders-to-upgrade/ http://www.industryweek.com/articles/harley-davidson_inc-_take_a_free_ride_18692.aspx
  • http://www.readwriteweb.com/archives/crowdsourcing_million_heads.php
  • Insight Exchange 1

    1. 3. Luminous purple is the new black
    2. 4. Trends impacting communication <ul><li>No Risk Buy – Taking the risk out of purchasing the product </li></ul><ul><li>Price Transparency – You can no longer hide your profits </li></ul><ul><li>Added Value- Consumers expect more than they ever have before </li></ul><ul><li>We come to you – Don’t expect consumers to run after you </li></ul><ul><li>Crowd Sourcing – The death of traditional research </li></ul><ul><li>The Limited Edition – Making the consumer feel special </li></ul><ul><li>Age of responsibility – Leveraging CSI to build brand messaging </li></ul><ul><li>Leveraging Social Capital – Consumers lend their social capital to promote brands </li></ul><ul><li>Content is the message – entertain and educate consumers through engaging content </li></ul><ul><li>Brand Facilitator – Companies are emphasizing the “means” more than the product </li></ul><ul><li>Engage don’t talk – brands need to have meaningful conversations </li></ul>
    3. 5. No Risk Buy Taking the risk out of purchasing the product
    4. 7. No Risk Buy <ul><li>Increasingly we are witnessing brands offering security when buying their products, i.e. The No Risk Buy </li></ul><ul><ul><li>Money back guarantee </li></ul></ul><ul><ul><li>Retrenchment insurance </li></ul></ul><ul><ul><li>Roadside assistance </li></ul></ul><ul><ul><li>Extended Warrantee </li></ul></ul><ul><li>“ Shop easy: More companies offering peace of mind to layoff-wary consumers.” </li></ul><ul><li>Aaron Crowe, Finance website </li></ul>
    5. 8. No Risk Buy Korea’s Hyundai makes hay while others fight for survival On the back of a 6.8 per cent global sales increase last year, Hyundai’s charge continues this year, fired by affordable new models that hit the spot with many recession-wary consumers, plus greatly improved quality and a helpful Korean currency. Go Auto, Ron Hammerton, 6 March 2009
    6. 9. Web Print Television
    7. 10. No Risk Buy Harley-Davidson is attempting to increase sales by appealing to existing owners with its We Ride Free campaign.
    8. 11. Price Transparency You can no longer differentiate on price
    9. 12. Price Transparency <ul><li>Legislation has responded to consumer demands for transparency </li></ul><ul><ul><li>National Credit Act </li></ul></ul><ul><ul><li>Consumer Protection Act </li></ul></ul><ul><li>Marketers have responded to consumers demands for transparency </li></ul><ul><ul><li>Online comparisons </li></ul></ul><ul><ul><li>On packaging – MSRP </li></ul></ul><ul><ul><li>Advertising message’s </li></ul></ul>
    10. 13. Price Transparency “ Customer knowledge about pricing increases due to increased availability of pricing information.” DaveChaffey Hippo.co.za PriceCheck.co.za Travelstart.co.za
    11. 14. Added Value Consumers expect more than they ever have before
    12. 15. Added Value <ul><li>Marketers are responding to the trend to offer more than what is initially expected and comparable to competitors </li></ul><ul><ul><li>Banded packs </li></ul></ul><ul><ul><li>Added volumes </li></ul></ul><ul><ul><li>incentives schemes - Discovery Vitality & E-bucks </li></ul></ul><ul><ul><li>&quot; As we move through 2009, consumers will be intensely value oriented , even more so than in the recent past. We are seeing this already with consumers shifting to more price-focused retailers. For all retailers, this environment will require added attention to keeping costs under control. &quot; </li></ul></ul><ul><ul><li>Ira Kalish, director of consumer business for Deloitte Research </li></ul></ul>
    13. 16. Added Value <ul><li>Receive rewards every time you spend at selected stores </li></ul><ul><li>Rewards program, centered around health and wellness </li></ul><ul><li>Buying more than a cellphone, no paperwork, free delivery, free connection, free sim </li></ul>
    14. 17. Added Value <ul><li>Getting more than just an internet connection, it’s important to refine your offering before you go to market </li></ul>
    15. 18. We come to you Don’t expect consumers to run after you
    16. 19. We come to you <ul><li>“ If the mountain won't come to Muhammad, Muhammad must go to the mountain.&quot; </li></ul>
    17. 20. We come to you <ul><li>Don’t call us, we’ll call you </li></ul><ul><ul><li>Lead generation reversed </li></ul></ul><ul><li>Go to the consumers environment </li></ul><ul><ul><li>Play where they play IE Pop-up stores </li></ul></ul><ul><li>Servicing at the bottom end </li></ul><ul><ul><li>They come to you </li></ul></ul>Now you see 'em, now you don't stores generate buzz--and often sales Forbes.com, NY
    18. 21. Crowdsourcing The death of traditional research
    19. 22. Crowdsourcing <ul><li>Crowdsourcing has been around for quite some time, although now people and companies are starting to use it in different ways </li></ul><ul><ul><li>Feedback from consumers in early R&D </li></ul></ul><ul><li>Crowdsourcing: A Million Heads is Better than One </li></ul><ul><li>Readwriteweb </li></ul>Idea Bounty InnoCentive
    20. 23. Crowdsourcing <ul><li>Chevrolet Spark </li></ul><ul><ul><li>Using consumers in the development / design process </li></ul></ul>
    21. 24. Crowdsourcing <ul><li>Engaging consumers earlier when developing products & services </li></ul><ul><ul><li>Creation, Wikipedia </li></ul></ul><ul><ul><li>Prediction, Yahoo Buzz </li></ul></ul><ul><ul><li>Organisation, Google </li></ul></ul>
    22. 25. The Limited Edition Making the consumer feel special
    23. 26. The limited edition <ul><li>Consumers want to feel special </li></ul><ul><li>Exclusive experiences for brand loyalists </li></ul><ul><ul><li>Enrich their brand understanding </li></ul></ul><ul><li>Different ways of appealing to consumers </li></ul><ul><ul><li>Creating a sense of urgency </li></ul></ul><ul><ul><li>Rewarding brand loyalists </li></ul></ul><ul><li>“ Teens want exclusive products designed for the masses” </li></ul><ul><li>Tina Wells </li></ul>Exclusive books: Fanatics Preview YDE: Pre-sale NuMetro: Girls night, Premiers
    24. 27. Age of Responsibility Leveraging CSI to build brand messaging
    25. 28. Age of responsibility <ul><li>Companies are finding more meaningful ways of expressing their brand values </li></ul><ul><ul><li>Advertising CSI programmes </li></ul></ul><ul><ul><li>Turning marketing into a “cause for good” </li></ul></ul><ul><ul><li>Creating meaningful packaging </li></ul></ul><ul><li>Voluntary CSI is really nothing more than corporate advertising that makes consumers aware of new products with features for which they are willing to pay </li></ul><ul><ul><li>Regulation (Spring 2005) </li></ul></ul>
    26. 29. Age of responsibility <ul><li>OUTsurance used internal and external CSI campaigns to create it’s brand. </li></ul><ul><li>EXAMPLE: </li></ul><ul><li>OUTsurance Pointsmen </li></ul><ul><li>Staff Helping South Africa Out campaign </li></ul>
    27. 30. Age of responsibility Nedbank - billboard Nedbank - TV
    28. 31. Age of responsibility Longines – Andre Agassi Academy
    29. 32. Leveraging Social Capital Consumers lend their social capital to promote the brands they love
    30. 33. Leveraging Social Capital <ul><li>Social networking has allowed marketers to take advantage of other peoples social networks and endorsements </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Myspace </li></ul></ul><ul><ul><li>MSN </li></ul></ul><ul><li>“ Network marketing entails distribution of products and services through a network of independent businesspeople, who in turn either take care of the distribution themselves or recruit others to do so” Researchers at Stanford University, Jason Ethier </li></ul>
    31. 34. Leveraging Social Capital Super Chirp Lets Twitter users get paid for their content stream. The Publisher ends up with 70% of the subscription fee. Beamagpie Convert your tweets into money
    32. 35. Content is the message Entertain and educate consumers through engaging content
    33. 36. Content is the message <ul><li>“ Today, as the consumer exerts more control over her consumption of media, as primetime gives way to “my time” and as technology empowers more people to make the shift from content consumer to content creator, the effectiveness of traditional, interruption advertising has been called into question. ” </li></ul><ul><li>Greg Verdino, VP/Director of Emerging Channels </li></ul>
    34. 37. Content is the message <ul><li>Entertainment value of the communication is as important as the message the marketer is trying to convey </li></ul><ul><li>&quot;Strong brands don't advertise in the media any more - they control their contents,&quot; Naomi Klein </li></ul>Coca-cola - happiness Cadbury - Gorilla
    35. 38. Brand Facilitator Companies are emphasizing the ‘means’ more than the product
    36. 39. Brand Facilitator <ul><li>Selling the portal </li></ul><ul><li>Brands are making it easier for you to purchase their products, often emphasising the means more than the product </li></ul><ul><ul><li>Vehicle finance (roadside warrantee) </li></ul></ul><ul><ul><li>Sell the portal (internet) </li></ul></ul><ul><ul><li>Credit facility </li></ul></ul><ul><ul><li>Bypassing intermediaries </li></ul></ul><ul><li>“ While the most effective model for the future might be brand as facilitator, the preponderance of marketing today is still using the brand-as-broadcaster model.” </li></ul><ul><li>Greg Ness, Chief Strategy Officer, Sundog </li></ul>
    37. 40. Brand Facilitator <ul><li>Flexible travel payments </li></ul><ul><li>In-store hair tests, to buy the right one for you </li></ul><ul><li>Sold voting capacity before Obama </li></ul><ul><li>Selling warranty and roadside assistance before vehicles </li></ul>
    38. 41. Engage don’t talk Brands need to have meaningful conversations
    39. 42. Engage don’t talk <ul><ul><li>“ Brands must respect their consumers and seek understanding of their needs and stimulate a two way dialogue to serve their needs.” </li></ul></ul><ul><ul><li>Jeff Bennett </li></ul></ul><ul><li>Engagement is about finding new ways to open a dialogue with consumers </li></ul><ul><li>Marketers are increasingly going to consumers to understand what they want from the brand </li></ul>
    40. 43. Engage don’t talk <ul><li>FNB monitoring Social Media Hellopeter, helping companies </li></ul>
    41. 44. Summary <ul><li>No Risk Buy – Taking the risk out of purchasing the product </li></ul><ul><li>Price Transparency – You can no longer hide your profits </li></ul><ul><li>Added Value- Consumers expect more than they ever have before </li></ul><ul><li>We come to you – Don’t expect consumers to run after you </li></ul><ul><li>Crowd Sourcing – The death of traditional research </li></ul><ul><li>The Limited Edition – Making the consumer feel special </li></ul><ul><li>Age of responsibility – Leveraging CSI to build brand messaging </li></ul><ul><li>Leveraging Social Capital – Consumers lend their social capital to promote brands </li></ul><ul><li>Content is the message – entertain and educate consumers through engaging content </li></ul><ul><li>Brand Facilitator – Companies are emphasizing the “means” more than the product </li></ul><ul><li>Engage don’t talk – brands need to have meaningful conversations </li></ul>
    42. 45. Vacuums Suck <ul><li>It’s the sharing of market intelligence that allows us to stay ahead of the curve </li></ul>
    43. 46. [email_address]
    44. 47. Thanks <ul><li> “ In today's environment, hoarding knowledge ultimately erodes your power. If you know something very important, the way to get power is by actually sharing it.” </li></ul><ul><li>  Joseph Badaracco </li></ul>
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