[Eng] The use of consumer insight in Advertising: from classic Advertising to Social network
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[Eng] The use of consumer insight in Advertising: from classic Advertising to Social network

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This is the English version of my thesis in Advertising. ...

This is the English version of my thesis in Advertising.

I point out the role of consumer research in creating advertising and marketing communication.
I give a definition of consumer insight, its 4 properties and applications in many media.

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  • 1. Using consumer insight in advertising: from classic advertising to social network “ A flash of identification is the root of most of the good communication. It is true for a painting or a novel. It is true for a good advertisement, too.” DAVID ABBOTT, copywriter Giulio BONINI 19 febbraio 2009 Relatore Professor Marco Livi
  • 2.
    • What a Consumer Insight is
    1 The four Properties of the Insight The Benchmark of Consumer Insight in Advertising Applications in Unconventional Ads Applications in creating Social Networks 4 3 5 2 A Marketing introduction 6 Summary
  • 3. A Marketing introduction
    • Consumers are fed up and bored with brands who impose products as perfect as gods.
    • Credibility of brands has long gone!
    1 One examples above all: Mc Donald’s
  • 4.
    • Show that you are CLOSE to your customers
    • Build complicity with EMPATHY: show that you know their world and values
    • BEST OF ALL: SHOW THAT YOU ARE ONE OF THEM
    • Brands must regaing consumers’ trust (and loyalty will come)
    BUT HOW ??! 1
  • 5.
    • The best way to show closeness and empathy is to use a KNOWLEDGE that only your target shares
    • HE WILL ACKNOWLEDGE THAT YOU’RE NOT USING STEREOTYPE
    • … but a REAL COMPREHENSION OF HIM
    • YOU’LL GIVE VALUE TO YOUR CUSTOMER
    1
  • 6.
    • ‘ When everyday movements seem impossible’
    1 Ointment for back ache Voltaren Emulgel:
  • 7. What a Consumer Insight is
    • It’s data about the target
    It’s a single knowledge about the target that has particular efficacy when applied in the relationship with him 2 I think… Most people think…
  • 8. Four properties of the Insight:
    • I. Deep
    • II. Original
    • III. Base of your communication
    • IV. Specific for your target
    3
  • 9. Deep
    • Hit the deepest part of consumers’ heart
    • Forget extreme-tones communication and create messages that can resonate with consumer
    3
  • 10.
    • Five levels of depth of the insight:
    ‘ If you don’t lick your fingers, you’ll halve the pleasure’
      • Aestetic: gestures or symbols that are shared among the target
    3
      • Fonzies chips:
    CONSUMER INSIGHT: the act of licking one’s finger while eating chips
  • 11.
      • 2. Everyday problems (see Voltaren Emulgel above)
      • 3. Beliefs and Attitudes:
    Goldstar beer: ‘ Thank God you’re a man’
  • 12.
      • 4. Emotions and Sensations
    AXN (a TV channel for action film): “ Relax if you can” CONSUMER INSIGHT: the warmth of the wanted emotions doesn’t permit to sit comfortably
  • 13. 5. Social or Individual Self (own Identity)
    • Consumer insight: the memory of the DDR
    www.osthits.de www.ostprodukte.de www.ampelmann.com “ Trabi Duft”: l’ eau de Trabant The ‘Ostprodukte’: The deepest level
  • 14. Original
    • Communication is a tool to differentiate from competitors (Jack Trout)
    3 Original consumer insight will draw original massages
  • 15.
    • Clothes detergent Tide: ‘Because you are what you wear’
  • 16. Base of your communication
    • the core of the message (not a peripheral aspect)
      • or better…
    • the core of the relationship (= every massage)
    3 Consumer insight must be:
  • 17. Specific
    • Make appeal to the sense of belonging to a specific sub-culture
    3 Play Station 2: “ Sleepless nights” … playing Play Station and the next day can’t hide the reddening of the eyes
  • 18. The benchmark of Consumer insight 4 How being 42 y.o. and still working as a trainee?
  • 19.
    • Depth : Time and career are the most precious values in business
    • Originality : It’s the first brand that used this insight
    • It’s the core of this advertisement
    • Specific for only businessmen
    Insight: “Talent in business is to get on early ” 4
  • 20. Application in Unconventional Adv Insight: Socio-economic facts are interconnected and their balance is unstable 5
  • 21.
    • More than 30,000 users in the target district
    • More than 6,000 daily users
    Applications in creating Social network 6 A social network which name is the name of a very small district in Italy A big success! But Why?
  • 22. The target:
    • Small (8 towns, the biggest 27,000 inhabitants)
    • Identity not much known outside
    • Threatened by a strong immigration
    Functions
    • Meeting people on-line (chat, blogs, profiles, photosharing) both off-line (parties)
    • Promote the district (pages about the towns, use of dialect)
    6 There’s an Insight! The social identity
  • 23. Conclusion
    • The use of a good Consumer Insight (see the 4 properties) can make a communication really effective
    • This is true for every kind of communication, with every media (print, ambient, Internet sites…)
  • 24.
    • Thank you for the attention.
    Any questions?