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Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
Love Reduced
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Love Reduced

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Reduced version of Jason Dunstone from Square Holes\' presentation at August 2010\'s Marketing Week in Adelaide, South Australia

Reduced version of Jason Dunstone from Square Holes\' presentation at August 2010\'s Marketing Week in Adelaide, South Australia

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Transcript

  • 1. Is this you?
    “We shall fight on the beaches.We shall fight on the landing grounds.We shall fight in the fields and in the streets.We shall fight in the hills.We shall never surrender.”Winston Churchill4 June 1940
  • 2. expand into new markets
    retain customers
    maximise sales
    grow market share
    new product development
    increase brand awareness
    build shareholder value
  • 3. Digital
    Advertising
    PR
    Media
    Sales
    Research
    etc…
  • 4. Are we so busy fighting our competitors we forget our consumers?
  • 5. Or, do we treat our consumerslike the enemy?
  • 6. Cheaper
    Easier
    Better
    Free bit
    Faster
    Bigger
    Friendlier
    Stronger
  • 7. Major issues, such as smoking, unhealthy eating or unsafe driving, are not rationally-based decisions. Why do many marketers assume that consumers make rational decisions?
  • 8. When it comes to our life passions, the things we can’t live without, these are not rational, but highly emotional
  • 9.
  • 10. The consumer isn't a moron, she is your wife
  • 11. To develop any true relationship, marketers need to get to the hearts of consumers rather thanbombarding their heads
  • 12.
  • 13. Mission
    “To explore the power of ‘love’ in marketing”
    Stage 3.National surveyN=1,000
    16+ year olds *
    Stage 2.In-home affinitydiscussions
    Stage 1.
    Ethnographic / SemioticInvestigation
    * Australia-wide representative sample – regional / metro, age, gender etc
  • 14. Manifestations of Love
    JOYOUS LOVE
    PASSIONATE ROMANCE
    PRIZED POSSESSION
    QUIRKY LOVE
    HAPPY LOVE
    UNIVERSAL LOVE
    PROTECTIVE LOVE
    FAMILY LOVE
    COMMITTED LOVE
    IDLYLLIC ROMANCE
    BENEVOLENT LOVE
    EPIC LOVE
    Emerging
    Traditional
  • 15. What do we love to doabove all else?
  • 16. friends
    family
    passions
    brands
  • 17. Only 5% love their workmates
    Only 2% love their neighbours
  • 18. So, what are theTop 10 Loved Brands?
  • 19.
  • 20. If you’re not relevant, you’re invisible
    Are you talking to me?
  • 21. If you’re not sincere, I can’t trust you
    Don’t give me any bullshit!
  • 22.
  • 23.
  • 24. “But, love won’t pay the bills”
    Or, will it?
  • 25. 75-90%+ will use next time70-90%+ will recommend60-90%+ would pay 20%+ more than competitors[or won’t rule it out]
  • 26.
  • 27. It’s all about businesses sincerely fitting with consumers, not vice versa
  • 28. Basic needs“Something I can’t live without”Self indulgence“It’s about me”Family & friends“Something I share”
  • 29. And, speaking with the right tone
  • 30. JoyAttractionFondness
  • 31. But, there’s no ‘one-size fits all’
    You need to get intimate with your consumers and understand them
  • 32. When love goes wrong
  • 33. Swinging
    Substance
    People need people
    Just words
    Baggage
    Trying too hard
  • 34. So, what am I saying?How do you get to the heart of consumers?
  • 35. It’s not a marketing thing – it’s an ethos from the top
    It’s about deeply and truly understanding consumers
    It’s not manipulating or forcing consumers
    It’s about investing in product development, then branding
    It’s not about treating consumers like morons, but with respect
    It’s about consumer relevant marketing with no bullshit
    It’s about a positive perspective on marketing – love not war
  • 36. For more detailed informationcontact Square Holes www.squareholes.com

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