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

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

What a Consumer Insight is

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

Consumers are fed up and bored with brands who impose products as perfect as gods.

Credibility of brands has long gone!

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

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)

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

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

‘ When everyday movements seem impossible’ 1 Ointment for back ache Voltaren Emulgel:

‘ When everyday movements seem impossible’

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…

It’s data about the target

Four properties of the Insight: I. Deep II. Original III. Base of your communication IV. Specific for your target 3

I. Deep

II. Original

III. Base of your communication

IV. Specific for your target

Deep Hit the deepest part of consumers’ heart Forget extreme-tones communication and create messages that can resonate with consumer 3

Hit the deepest part of consumers’ heart

Forget extreme-tones communication and create messages that can resonate with consumer

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

Five levels of depth of the insight:

Aestetic: gestures or symbols that are shared among the target

Fonzies chips:

2. Everyday problems (see Voltaren Emulgel above) 3. Beliefs and Attitudes: Goldstar beer: ‘ Thank God you’re a man’

2. Everyday problems (see Voltaren Emulgel above)

3. Beliefs and Attitudes:

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

4. Emotions and Sensations

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

Consumer insight: the memory of the DDR

Original Communication is a tool to differentiate from competitors (Jack Trout) 3 Original consumer insight will draw original massages

Communication is a tool to differentiate from competitors (Jack Trout)

Clothes detergent Tide: ‘Because you are what you wear’

Clothes detergent Tide: ‘Because you are what you wear’

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:

the core of the message (not a peripheral aspect)

or better…

the core of the relationship (= every massage)

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

Make appeal to the sense of belonging to a specific sub-culture

The benchmark of Consumer insight 4 How being 42 y.o. and still working as a trainee?

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

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

Application in Unconventional Adv Insight: Socio-economic facts are interconnected and their balance is unstable 5

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?

More than 30,000 users in the target district

More than 6,000 daily users

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

Small (8 towns, the biggest 27,000 inhabitants)

Identity not much known outside

Threatened by a strong immigration

Meeting people on-line (chat, blogs, profiles, photosharing) both off-line (parties)

Promote the district (pages about the towns, use of dialect)

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…)

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…)

Thank you for the attention. Any questions?

Thank you for the attention.