Brand Attachment Webcast 021108 Final Nn

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How successful brands "Woo and Win" with women

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Brand Attachment Webcast 021108 Final Nn

  1. 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. 2. The Conversation Revolution FROM: Brand-led marketing TO: Consumer centric buying
  3. 3. The Gender Shift <ul><li>Women have acquired unprecedented economic power </li></ul><ul><li>Women have unprecedented buying authority </li></ul>“ The power is with the consumer, marketers and retailers are scrambling to keep up with her.” A. G. Lafley, chief executive, Procter & Gamble
  4. 4. Women Are Groundbreakers <ul><li>Women are living an unprecedented life </li></ul><ul><ul><li>More independence, more success </li></ul></ul><ul><ul><li>Planning for a longer life span </li></ul></ul><ul><ul><li>Defying old stereotypes </li></ul></ul><ul><li>Women are change agents </li></ul><ul><ul><li>It’s in their DNA </li></ul></ul><ul><ul><li>No wonder she bit the apple </li></ul></ul><ul><ul><li>And she’s been changing things ever since </li></ul></ul>
  5. 5. Women Invest, Instigate & Influence <ul><li>Women will own more than 50% of the stock in the US by 2010 </li></ul><ul><li>Women are opening small businesses at 2x the rate of men </li></ul><ul><li>Single women buy homes at an earlier age than single men </li></ul><ul><li>Women are Chief Health Officers and influence spouse, children, elderly parents and in-laws. </li></ul>
  6. 6. Women are Complex, Changeable Female Life Stage Constellation Source: Boom: Marketing to the Ultimate Power Consumer the Baby Boomer Woman
  7. 7. The Classic Model: Brand Loyalty Seeker Repeat Buyer Her Role Brand Role Buyer <ul><li>The 3 R’s </li></ul><ul><li>Registration </li></ul><ul><li>Relevance </li></ul><ul><li>Relatability </li></ul><ul><li>The Offer: </li></ul><ul><li>Functional </li></ul><ul><li>Emotional </li></ul>Attention Attraction Acquisition Loyalty <ul><li>Rewards </li></ul><ul><li>Coupons </li></ul><ul><li>Loyalty program </li></ul>Stages: Awareness & Trial Capture Retention
  8. 8. The Classic Model Intrigue a woman, gain trial. In the classic model, many brands get to the stage of Infatuation. <ul><li>The 3 R’s </li></ul><ul><li>Registration </li></ul><ul><li>Relevance </li></ul><ul><li>Relatability </li></ul><ul><li>The Offer: </li></ul><ul><li>Functional </li></ul><ul><li>Emotional </li></ul>Attention Attraction Acquisition
  9. 9. The Classic Model The conversation revolution jeopardizes loyalty. Will she or won’t she stay? <ul><li>The Offer: </li></ul><ul><li>Functional </li></ul><ul><li>Emotional </li></ul>Acquisition Loyalty <ul><li>Rewards </li></ul><ul><li>Coupons </li></ul><ul><li>Loyalty program </li></ul>
  10. 10. It Takes More to Woo & Win Her <ul><li>Feelings of attachment lie at the core of all strong brand relationships .” </li></ul><ul><li>-- Susan Fournier, Journal of Consumer Research </li></ul>In the conversation revolution, she brings the brand closer to her experience which is always changing.
  11. 11. The New Model: Brand Attachment Seeker Evangelist Her Goal Brand Role Savvy Buyer <ul><li>The 3 R’s </li></ul><ul><li>Registration </li></ul><ul><li>Relevance </li></ul><ul><li>Relatability </li></ul><ul><li>The Experience </li></ul><ul><li>Sensory </li></ul><ul><li>Emotional </li></ul><ul><li>Symbolic </li></ul><ul><li>The It Factor </li></ul><ul><li>The Essentials </li></ul><ul><li>An Intangible </li></ul>
  12. 12. The New Model: Brand Attachment Seeker Evangelist Outcome Her Goal Brand Role Savvy Buyer <ul><li>The Experience </li></ul><ul><li>Sensory </li></ul><ul><li>Emotional </li></ul><ul><li>Symbolic </li></ul>Attention Attraction Adoption <ul><li>The It Factor </li></ul><ul><li>The Essentials </li></ul><ul><li>An Intangible </li></ul>Woo WIN! Accelerate growth <ul><li>The 3 R’s </li></ul><ul><li>Registration </li></ul><ul><li>Relevance </li></ul><ul><li>Relatability </li></ul>Advocacy
  13. 13. What Brand Attachment Means for You <ul><li>Lower marketing costs </li></ul><ul><li>Larger market share </li></ul><ul><li>Greater profitability </li></ul><ul><li>Greater ROI – return on involvement </li></ul>
  14. 14. Guiding Principles Multiplicity Credibility Syn-tegration
  15. 15. Syn-tegration: The Waver In the conversation revolution, she sways to and fro.
  16. 16. Syn-tegration: The Waver: Facilitate The Conversation Involve her in the brand story Educate, Inform, Support Consumer- generated Content
  17. 17. The It Factor: First, the Essentials Brand Attachment: The It Factor Convenience Customization Community
  18. 18. From Woo to Win: Add an Intangible Brand Attachment ~ An Intangible Challenge Charisma Contentment Control
  19. 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. 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. 21. Charisma <ul><li>Keeping her chic </li></ul><ul><li>Insider’s guide to the stylish lifestyle </li></ul><ul><li>Hip advocates inspired 10 spin off editions including “Everywhere,” “Kids,” “Deals” and “London” </li></ul><ul><li>“ It’s culture fun!” –Dany Levy, founder </li></ul>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. 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. 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. &quot;Since I was a little girl, I've never been able to go to the bathroom regularly . This product has absolutely changed my life.&quot;
  24. 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. 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. 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 <ul><ul><li>“ we’re ready when you’re ready…just let us know” </li></ul></ul><ul><ul><li>“ where there’s a will, there’s a way” </li></ul></ul><ul><ul><li>“ It’s time for an honest voice. A promise kept” </li></ul></ul>Brand Attachment ~ An Intangible Empower a woman to gain her influence
  27. 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. 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. 29. Challenge <ul><li>Re-inventing a Classic, the </li></ul><ul><li>Boomer woman at 50 </li></ul><ul><li>She wants adventure </li></ul><ul><li>She welcomes change </li></ul><ul><li>She wants to ride, baby ride! </li></ul>AARP attracts and retains more women by offering her motorcycle insurance. Brand Attachment ~ An Intangible
  30. 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. 31. The It Factor of Brand Attachment It is about Gender! Convenience Customization Community Charisma Contentment Control Challenge
  32. 32. The New Model: Brand Attachment Seeker <ul><li>The 3 R’s </li></ul><ul><li>Registration </li></ul><ul><li>Relevance </li></ul><ul><li>Relatability </li></ul><ul><li>The Experience: </li></ul><ul><li>Sensory </li></ul><ul><li>Emotional </li></ul><ul><li>Symbolic </li></ul>Evangelist Adoption Attraction Advocacy Attention Savvy Buyer <ul><li>The It Factor </li></ul><ul><li>The Essentials </li></ul><ul><li>An Intangible </li></ul>
  33. 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. 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

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