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Brand Attachment Webcast 021108 Final Nn

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How successful brands "Woo and Win" with women

How successful brands "Woo and Win" with women

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  • 1. Brand Attachment: How to Woo & Win Women brooklyn, new york 718.788.5920 www.tapestry-group.com An ARF Webcast February 13, 2008 Presented by: Kelley Connors Marie Lemerise
  • 2. The Conversation Revolution FROM: Brand-led marketing TO: Consumer centric buying
  • 3. The Gender Shift
    • Women have acquired unprecedented economic power
    • Women have unprecedented buying authority
    “ The power is with the consumer, marketers and retailers are scrambling to keep up with her.” A. G. Lafley, chief executive, Procter & Gamble
  • 4. Women Are Groundbreakers
    • Women are living an unprecedented life
      • More independence, more success
      • Planning for a longer life span
      • Defying old stereotypes
    • Women are change agents
      • It’s in their DNA
      • No wonder she bit the apple
      • And she’s been changing things ever since
  • 5. Women Invest, Instigate & Influence
    • Women will own more than 50% of the stock in the US by 2010
    • Women are opening small businesses at 2x the rate of men
    • Single women buy homes at an earlier age than single men
    • Women are Chief Health Officers and influence spouse, children, elderly parents and in-laws.
  • 6. Women are Complex, Changeable Female Life Stage Constellation Source: Boom: Marketing to the Ultimate Power Consumer the Baby Boomer Woman
  • 7. The Classic Model: Brand Loyalty Seeker Repeat Buyer Her Role Brand Role Buyer
    • The 3 R’s
    • Registration
    • Relevance
    • Relatability
    • The Offer:
    • Functional
    • Emotional
    Attention Attraction Acquisition Loyalty
    • Rewards
    • Coupons
    • Loyalty program
    Stages: Awareness & Trial Capture Retention
  • 8. The Classic Model Intrigue a woman, gain trial. In the classic model, many brands get to the stage of Infatuation.
    • The 3 R’s
    • Registration
    • Relevance
    • Relatability
    • The Offer:
    • Functional
    • Emotional
    Attention Attraction Acquisition
  • 9. The Classic Model The conversation revolution jeopardizes loyalty. Will she or won’t she stay?
    • The Offer:
    • Functional
    • Emotional
    Acquisition Loyalty
    • Rewards
    • Coupons
    • Loyalty program
  • 10. It Takes More to Woo & Win Her
    • Feelings of attachment lie at the core of all strong brand relationships .”
    • -- Susan Fournier, Journal of Consumer Research
    In the conversation revolution, she brings the brand closer to her experience which is always changing.
  • 11. The New Model: Brand Attachment Seeker Evangelist Her Goal Brand Role Savvy Buyer
    • The 3 R’s
    • Registration
    • Relevance
    • Relatability
    • The Experience
    • Sensory
    • Emotional
    • Symbolic
    • The It Factor
    • The Essentials
    • An Intangible
  • 12. The New Model: Brand Attachment Seeker Evangelist Outcome Her Goal Brand Role Savvy Buyer
    • The Experience
    • Sensory
    • Emotional
    • Symbolic
    Attention Attraction Adoption
    • The It Factor
    • The Essentials
    • An Intangible
    Woo WIN! Accelerate growth
    • The 3 R’s
    • Registration
    • Relevance
    • Relatability
    Advocacy
  • 13. What Brand Attachment Means for You
    • Lower marketing costs
    • Larger market share
    • Greater profitability
    • Greater ROI – return on involvement
  • 14. Guiding Principles Multiplicity Credibility Syn-tegration
  • 15. Syn-tegration: The Waver In the conversation revolution, she sways to and fro.
  • 16. Syn-tegration: The Waver: Facilitate The Conversation Involve her in the brand story Educate, Inform, Support Consumer- generated Content
  • 17. The It Factor: First, the Essentials Brand Attachment: The It Factor Convenience Customization Community
  • 18. From Woo to Win: Add an Intangible Brand Attachment ~ An Intangible Challenge Charisma Contentment Control
  • 19. What You Must Demonstrate: cachet, authenticity What She Wants: Sizzle with Substance Who You Can Learn From: Republic of Tea, Daily Candy Charisma Brand Attachment ~ An Intangible
  • 20. Charisma An enriching interlude: the experience of fine tea in the Sip-by-Sip Life of balance and well-being. New products leverage emerging needs and women’s humor. Stay attuned to her evolution. Brand Attachment ~ An Intangible Results: Created the super-premium category. Annual sales have quadrupled despite an onslaught of competition.
  • 21. Charisma
    • Keeping her chic
    • Insider’s guide to the stylish lifestyle
    • Hip advocates inspired 10 spin off editions including “Everywhere,” “Kids,” “Deals” and “London”
    • “ It’s culture fun!” –Dany Levy, founder
    Brand Attachment ~ An Intangible Results: Viral sensation! From 700 names to 2 million subscribers. Buzz Maker and Brand Maker. Support her so that she succeeds.
  • 22. What You Must Demonstrate: relief, a safety zone What She Wants: escape from stress, connect to the present Who You Can Learn From: Dannon Activia Contentment Brand Attachment ~ An Intangible
  • 23. Contentment Millions of women suffer from it. Doctors dismiss it. When Dannon hinted at it, women heeded the message. Brand Attachment ~ An Intangible Customer Service call: A woman says that she had never eaten yogurt in her life until she tried Activia to relieve her chronic irregularity. She pauses to keep from breaking into tears. "Since I was a little girl, I've never been able to go to the bathroom regularly . This product has absolutely changed my life."
  • 24. Contentment 93% of those who took the Activia challenge would recommend it to a friend. The brand promises… IT WORKS OR IT’S FREE! Results: a runaway success. Repeat business propelled sales past $100 million in year 1 – “a milestone that only a small percentage of new foods reach.” (NYT January 22, 2007). Corporate profits rose sharply. Brand Attachment ~ An Intangible
  • 25. What You Must Demonstrate: partnership, options, encouragement What She Wants: openness, empowerment Who You Can Learn From: All ī Control Brand Attachment ~ An Intangible
  • 26. Control “ Our vision is to change the way people think about weight loss. All ī breaks through the clutter with straight talk, an honest voice, saying that losing weight is hard work.” - Steven L. Burton, Vice President, GlaxoSmithKline
      • “ we’re ready when you’re ready…just let us know”
      • “ where there’s a will, there’s a way”
      • “ It’s time for an honest voice. A promise kept”
    Brand Attachment ~ An Intangible Empower a woman to gain her influence
  • 27. Control Listen to women share their stories Results: “84% continued to use all ī after 10 weeks on the medicine, an endorsement of early customer satisfaction”. - John Clark, Consumer Business, Glaxo Smith Kline “ Yes, it’s all gone – we can’t keep it in stock.” –Pharmacist, Brooklyn, NY Brand Attachment ~ An Intangible
  • 28. What You Must Demonstrate: an intervention, potential for mastery What She Wants: new currency for healthy, successful aging Who You Can Learn From: AARP and Harley Challenge Brand Attachment ~ An Intangible
  • 29. Challenge
    • Re-inventing a Classic, the
    • Boomer woman at 50
    • She wants adventure
    • She welcomes change
    • She wants to ride, baby ride!
    AARP attracts and retains more women by offering her motorcycle insurance. Brand Attachment ~ An Intangible
  • 30. Challenge Women are the fastest growing segment of motorcycle riders. Harley customizes product design to her physique and sponsors Garage Parties. Results: 12% of Harley Davidson sales are for women, up from 4% in 1990. Revenue from women’s segment expected to break $300 million. Brand Attachment ~ An Intangible
  • 31. The It Factor of Brand Attachment It is about Gender! Convenience Customization Community Charisma Contentment Control Challenge
  • 32. The New Model: Brand Attachment Seeker
    • The 3 R’s
    • Registration
    • Relevance
    • Relatability
    • The Experience:
    • Sensory
    • Emotional
    • Symbolic
    Evangelist Adoption Attraction Advocacy Attention Savvy Buyer
    • The It Factor
    • The Essentials
    • An Intangible
  • 33. Discover Your It Factor Listen to women share their stories Educate women to gain their advocacy Support women so they succeed Facilitate as women co-create your brand Stay attuned to her evolution
  • 34. Brand Attachment: How to Woo & Win Women brooklyn, new york 718.788.5920 www.tapestry-group.com An ARF Webcast February 13, 2008 contact: kelley@brandattachment.com marie@tapestry-group.com