Marketing and research with Generation Y

Nice to meet you! Meet InSites ConsultingNew York I Timisoara I London I Rotterdam I Ghent www.insites-consulting.com

I’m RobertI am 44 years, working in London,living with the 3 boys &2 women of my life. Experiencedresearcher, passionateMarketer (fellow at CIM J),Managing Director UK &healthcare industry and B2BMarketing expert andcommitted to help companies intheir quest to connect better withtheir consumers.

Fact sheet§  Spin-off of top-ranked business school§  15 years of experience and know-how§  Pioneer and innovator in online methods§  Covering any marketing domain§  Fully independent§  London, New York, Rotterdam, Ghent, Timisoara§  125 passionate employees§  Proprietary research panel in +25 countries§  Run research communities in +37 countries and surveys in 60+ Awarded by ESOMAR I AMA I ARF I MRS I MOA I AMMA Who we are

We want tobring our clientsto the future first

BringingCONSUMERS IN THEBOARDROOM Company Consumer Peer n s R&D & Innovatio gues Collea g Sales & Marketin Advo cate s Market R esearch Judges DIFFERENT STAKEHOLDERS CONSUMERS IN THEIRINSIDE & OUTSIDE YOUR COMPANY VARIOUS ROLES

igital Social Media Full portfolio d Research Communities Listening & Netnography METHODS We allow participants to ENGAGE with us anytime, anywhere (online,Online Digital mobile, asynchronous methods…).Group Engage Surveys We make it fun for them to giveDiscussions more & better answers (gamification, audio-visual cues, design…). We empower them to be co-researchers (crowd 1on1 interpretation, co-moderation…). Consumer-led Online Ethnography Interviews

Helping world leading brandsbecome locally relevant

Some of our UK customers UK 2012

//Template 1 •  Tekst

R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis

//Authenticity forGeneration Y Real

//Template 1 •  Tekst

Results •  The bank doubled its Gen Y customer base from 2011 •  The daily rate of cards sale increased by 58% in the first 6 months from the launch (the double vs 2009) •  12 times more ST loan approval procedures initiated than weekly average 2010 •  10% more cross selling than in 2011

strategy: engage – sell – build loyalty Engage through their Relevance passion for Music Exclusive access Trial through Youth products Loyalty Capture more everyday spend Page 50

4 key partners to deliver sustainable engagement Exclusive experiences Tier 1 Exclusive access Tier 2Exclusive content Tier 3 Page 51

And enable constant social content and conversation CALENDARIO "YOUTH PLATFORM" 2012 2013 Experiencia JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST 123 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Mastercard 30th Hospitalities KEANE TBD TBD TBD TBD TBD 17th Pocket shows Leon Larregui Paty Cantu Moderatto 4th College shows Enjambre/Sofi Enjambre/Sofi Enjambre/Sofi Enjambre/Sofi Mayen Mayen Mayen Mayen 18th VIP Parties Paty Cantu Hello Seahorse Panda Moderatto Music Lessons with an artist Sofi Mayen y Ha-‐Ash Miró Benny Attend to band rehearsal Enjambre Sofi Mayen Miró Zoé Be at an album 4th recording Belinda Zoé Be Part of a 6th Video Mike Zanetti Enjambre Panda Los Claxons Interview an Artist (Press León Larregui Eiza Belinda Enjambre Conference) Meet & Greets Paty Cantu Miró Zoé y Zanetti Backstage Pases in Mexico for 23rd concert Ha-‐ash Paty Cantú Los Claxons Mike Zanetti Travel with an 20th artist Ha-‐Ash Miró Enjambre Sofi Mayen Trip to concert outside Mexico 16th 9th Coldplay Coldplay Evanescence TBD Nervo Belinda y Zoé Panda, Anahi, Zanetti, Memorabilia Moderatto, Sofi Mayen, Paty Cantu, Miró Enjambre, PreSales KISS Smashing Pumpkins Giveaway Tickets 16th 14th agosto 27, 2012 Maroon 5 Linkin Park TBD Page 52

Breadth and variety of artists to establishcredibility among YouthBelinda Enjambre Zanetti Panda Sofi Mayen Alex SyntekColdplay Eiza Moderatto Anahí ZoeHello seahorse Paty Cantú Miro Benny Ha-ash Page 53

Variety of benefits activated to address different objectives Experiences Content/ Presales with ar2sts downloads Ticke2ng Oﬀers Purchase Access w/o card Access w/o card Purchase Access w/ card Access w/ card Access w/o card Access w/ card Page 54

Creating a dynamic social community Page 55

Priceless Music launch event in Mexico Cityto create buzz and momentum 4,000 university student and 300 customers experienced the launch of Priceless Music at an exlusive concert with Moderatto Page 56

Real①  Stay true to your roots, but don’t shout②  Close is the new cool③  Be transparent and respectful, listen (like friends would do)

// I WILL NEVER FORGET THE DAY… Extreme experience (e.g. When I was Graduated skydiving, mount climbing) dumped by my partner Meeting the love of my life Becoming a Surprise Death of a person sport champion N = 40 close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Discovered I had no Sadness real friends when I N = 93 Moved needed them most Encountered aggression Was Being dumped by my diagnosed with boy/girl friend Parents got a serious divorced illnessSource; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,Romania, Poland, Brazil, India, and China.

Happy①  Deliver gratifications, not just pleasures②  Don’t use negative emotions③  Happiness is about connecting youth in a playful way

I’m Maarten.29 years old, born and raised in theDutch speaking part of Belgium,moved over to London last year.Working as a research manager for ourFMCG clients in the UK.Passionate about fuzzy front endinnovation research, consumeractivation and youth marketing.Committed to connect leading FMCGbrands with consumers to drivegrowth.

Shared challenges to connect with Gen Y #1 Be relevant #2 Be where they are #3 Engagement

They don’t like to ONE-WAY TRAFFIC SURVEYS

They want to COLLABORATE

As marketers

As researchers

reBe where they a

Gamification The process of us ing game thinking and game mechanics to solve problems and engage users Background

Surveys

Explore

… it works! 85

Rethinking a digital strategy

Shared solutions to connect with Gen Y Collaboration Touchpoints Gamification

Thank you!Maarten Lagae, Research Manager @maartenlagae http://uk.linkedin.com/in/maartenlagae +32 7817 108 250 maarten@insites-consulting.com New York I Timisoara I London I Rotterdam I Ghent151 Rosebery Avenue -‐ 4th ﬂoor I EC1R 4AB London I United Kingdom www.insites-consulting.com

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Marketing and research with Generation Y

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Marketing and research with Generation Y Presentation Transcript