Find Your ProsumersSource: http://beniceartfriends.com/wp-content/uploads/2010/09/Wheres-Waldo1.jpg
Prosumers Are Vital to the Development of Creative Business IdeasBy understanding what matters tomembers of this group, the trendsthey’re driving, and their changingattitudes and behaviors, we areable to forecast how mainstreamconsumers will change in comingmonths and years.
Who are Prosumers? • The 15-25% of men and women who make and break% Consumers markets— in every category and geography • Leading edge consumers who help us understand what’s next • Predict what consumers will think, feel, say, or buy in the next 6-18 months • Proprietary algorithm 15–25% 6–18 months PROSUMERS Source: Euro RSCG Worldwide Prosumer Studies, 2002–2009
Find Your Prosumers All consumers are not created equal. By developing a way to identify and segment a category’s or brand’s most influentialLesson customers, strategists can make highlyLearned informed decisions based not on where markets are now but on where they’re headed. For our agency network and our clients, Prosumers are a window to the future.
The fact that anyone, anywhere, cancreate the next Internet sensation thatgoes viral through social channelscreates an environment where brandshave to push further and moredeliberately into the world culture. — Rahul Sabnis, Executive Creative Director, Euro RSCG New York
Get the Buzz Going The power of viral marketing lies not in building buzz but in making consumers feel more deeply connected to the brand. TheLesson best campaigns offer a sense of ownershipLearned that ties consumers in emotionally and makes them feel they have a genuine stake in the brand’s success.
Creative Collaboration Is Vital in the Intangibles EconomyIn another era, a nation’s mostvaluable assets were its naturalresources—coal, say, or amber wavesof grain. But in the informationeconomy of the 21st century, the mostpriceless resource is often an idea,along with the right to profit from it. —International Herald Tribune
Cast Your Net Far and Wide Today’s demand for constant innovation requires a mix of collaborative contributors who can shake things up and deliver together moreLesson than any one of them is capable of deliveringLearned alone. That makes it imperative to cast a wider net to bring in more thinkers, partners, and outside influences. That applies to companies and agencies. And it applies to brands.
The new consumers are ready to play the “brandgame” to the full, which means that simple,unidirectional, repetitive communication is over forthem. Precisely because they are closer to brandsand understand them and their role, they wantbrands to do their job: keep in touch, keep alive,keep being meaningful, keep making a difference,keep the entertainment up, be a good citizen…Thismakes it really interesting, does it not? —Juan Rocamora, Chairman, Euro RSCG Asia Pacific
Make It Meaningful It is our job as marketers to help clients understand the triggers that will be most successful in attracting customers and buildingLesson brand loyalty. In this new era, these triggers areLearned connected not to the outdated archetypes of hyperconsumption but to the traditional values people have begun to crave, including community, simplicity, sustainability, and rootedness.
Electric Typewriter, Meet the MacImage credit: Creative Commons/Chris Campbell@flickr.com; apple.com
A new brand is all promise and vision. Then amarket develops and the brand builds trust bydelivering on its promises. But the natural cycleof brands means that, left alone, it cannotmaintain momentum. In the absence ofinnovation and dynamism, it ceases to meet theneeds of its customers. Brands require tending.A static brand is a dying brand. —Naomi Troni, Global CMO, Euro RSCG Worldwide
Keep Moving To retain and gain market share in any category requires constant innovation and repositioning (sometimes subtle, sometimesLesson major), building on people’s trust while alsoLearned relentlessly pushing the brand forward in new and fresh ways. In this new environment, “business as usual” leads only one place: a dead end.
Generally speaking, thebroader the brand values,the more room there is fora brand to grow.
Evian: “Live Young” EVIAN’S “WE WILL ROCK YOU” SINGLE SOLD 600,000 COPIES WORLDWIDE
Don’t Let Your Brand Be Boxed In Rather than cling to old business models, constantly reassess what category and industry you’re in, whom your targetLesson customers can and should be, and how youLearned should be conducting business. This will keep you a step ahead, always moving forward rather than scrambling to follow the lead of upstart competitors.
Utilize Your Inner MacGyver… or where there’’s a will, there’’s a way… or where there s a will, there s a way
The Golden Age of Advertising? Image credit: Creative Commons/Paul-W@flickr.com
The technological revolution has fragmented theaudience and made it extremely difficult forbrands to reach their targets. This has forcedbrands to interact, to engage further with theiraudiences, to deliver experience, to focus onbuilding loyalty with their current customers—inother words, to produce a more valuable andinvolving content beyond what their productsand messages were traditionally delivering. —Christian de La Villehuchet, CEO, Euro RSCG Europe
Utilize Your Inner MacGyver … or where there’s a will, there’s a way Never be limited by the tools at hand and what others already have done. In emerging markets especially, reaching a target through existing channels may not be possible. If aLesson communications channel doesn’t exist, invent it.Learned If the brand clutter seems impenetrable, find a way to get consumers to come to you. This is the golden age of advertising for those with the creativity and drive to make it so.
To make a difference there hadto be one message, andeveryone had to own it. —David Jones, Global CEO, Havas and Euro RSCG Worldwide
Don’t Be Afraid to Cede Control The impenetrable divisions that used to be rife within the corporate world are crumbling. Businesses are learning that collaboration and sharing can accrue benefits unattainable underLesson a traditional structure. More and more we’ll seeLearned that the strength of a creative idea lies not in how well it can be controlled but in how widely and rapidly it can be shared. Even the very best ideas can’t get terribly far with clipped wings.
Up until recently, traditional media were the mainvehicle with which to attract potential customers. Itwas mainly one-way communication. Now the wiredconsumer is keen to engage with the brand andother consumers, through social media, before hedecides to espouse a brand or a product. He wantsthe brand to be a statement about his personality,his beliefs, and the social group with which heaffiliates himself. —Pierre Soued, Managing Director, Euro RSCG Middle East
Be Social For marketers, it’s no longer a question of whether to use social media, but how and to what extent. Being part of the social conversation is essential in every consumer-Lesson facing category. No one can say with certaintyLearned how social media will evolve over the next 10 or 20 years, but we know for sure that it will be critical to the propulsion and trajectory of our most brilliant ideas.
Digital changed everything—for our industry and for ouragency. With our ‘Digital at the Core’ Creative BusinessIdea, we took the bold step of integrating the world’slargest digital network, Euro RSCG 4D, into Euro RSCG,our main advertising and communications entity. Thisintegration was not just in words, but philosophically,creatively, structurally, and financially. Our digital armhas been suffused throughout our company’s body. Andthat is driving our clients’ businesses and ours. ‘Digital atthe Core’ will be our future…at least until we recognizethat digital has changed everything again. —George Gallate, Global Chairman, Euro RSCG 4D
Get There First A passion for innovation and how we build and drive it into organizations has served us and our clients well. Some of the most profitable Creative BusinessLesson Ideas involve an element of theLearned unknown—a leap of faith and the courage to do something that has never been tried before. It’s how we make good on our promise to get clients to the Future First.