The Relevance Trap

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Marketing's over-reliance on consumer relevance has led to advertising uniformity. In such a world, it's more important to be different than to be relevant.

Marketing's over-reliance on consumer relevance has led to advertising uniformity. In such a world, it's more important to be different than to be relevant.

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  • 1. THE RELEVANCE TRAP By Nigel Rahimpour Global Planning Director, Saatchi New York
  • 2. Today, Companies Focus On Shareholder Value More So Than Anything Else.
  • 3. To Maximize Share Holder Value, Companies Must Grow At A Higher Speed. The Faster The Growth Momentum, The Greater The Perceived DifferenJal Advantage, Which In Turn Makes It A More Appealing Brand To Consumers And AOracJve Stock To Investors.
  • 4. ESSENTIALLY, IT ALL COMES DOWN TO… DISTINCTION
  • 5. THE PURPOSE OF DISTINCTION SHOULD BE CLEAR TO MARKETING.
  • 6. SHOULD!
  • 7. BUT IT’S THE OPPOSITE!
  • 8. WHEREVER YOU LOOK…
  • 9. THE SAME BENEFITS
  • 10. SAME REASONS TO BELIEVE
  • 11. SAME STORIES
  • 12. SAME RESEARCH
  • 13. SAME PEOPLE
  • 14. SAME INSIGHTS
  • 15. EVERYTHING LIVES OR DIES BY WHAT SHE SAYS
  • 16. AN INDUSTRY-­‐WIDE OBSESSION WITH CONSUMER RELEVANCE Relevance Dis,nc,on
  • 17. MAYBE DISTINCTION IS MORE IMPORTANT… Relevance Dis,nc,on
  • 18. AFTER ALL, 90% OF ADS FAILED TO BE REMEMBERED IN THE U.S. IN 2012 Source: Kantar Media 90% out of $140 billion down the tube!
  • 19. REALITY MIGHT BE WORSE! The Average City Person Is Subjected To Over 1000 Ads Per Day
  • 20. HOW MANY ADS DO YOU REMEMBER FROM YESTERDAY?
  • 21. IF YOU ARE LUCKY, YOU MIGHT RECALL 3 ADS : 1000 ADS = 0.003
  • 22. It’s Ironic How MarkeJng, Which Set Out To Drive DisJncJon, Has Returned Brands Back To Commodity Status.
  • 23. “WHEN YOU ACT LIKE A COMMODITY, YOU’LL BE TREATED LIKE ONE” Kevin Roberts, CEO of Saatchi & Saatchi
  • 24. YET, DISTINCTION SHOULD BE SO EASY…
  • 25. IT’S WHAT WE DO FROM EARLY CHILDHOOD -­‐ DIFFERENTIATING OURSELVES FROM OUR ENVIRONMENT
  • 26. DISTINCTION IS WHAT OUR BRAIN REMEMBERS
  • 27. DISTINCTION DRIVES CONVERSATION
  • 28. GIVEN THE BRAIN’S NATURE TO COMPARTMENTALIZE SIMILARITIES… X X X X X X X X X X X
  • 29. DISTINCTION CAN GIVE BRANDS AN UNFAIR MINDSHARE X X X X X X X X X X X
  • 30. DISTINCTION LEADS TO BRAND SALIENCY BRAND SALIENCY = THE DEGREE TO WHICH YOUR BRAND IS REMEMBERED IN A PURCHASE SITUATION
  • 31. CLEARLY, DISTINCTION IS THE MORE EFFICIENT MEDIA STRATEGY It Works For You Long Ader Your Media Plan Stops.
  • 32. HOWEVER, TO BE REMEMBERED YOU MUST FIRST UNDERSTAND BASIC HUMAN COMMUNICATIONS
  • 33. BASIC COMMUNICATIONS ATTENTION INTENT PERSUASION
  • 34. BASIC COMMUNICATIONS ATTENTION “Hello Bartender”, “Wink-­‐Wink” INTENT “A Beer, Please!” PERSUASION Good Tip
  • 35. MOST CLIENTS FOCUS ON… ATTENTION INTENT PERSUASION
  • 36. WHICH IS WHY OVER 90% OF ADS FAIL ATTENTION INTENT PERSUASION
  • 37. IN FACT, YOU CAN’T GET TO PERSUASION, IF YOU DON’T GET ATTENTION ATTENTION INTENT PERSUASION
  • 38. ATTENTION IS DRIVEN BY DISTINCTION ATTENTION INTENT PERSUASION
  • 39. WHICH IS WHY YOU NOTICE AND REMEMBER THIS
  • 40. THIS
  • 41. AND THIS Cadbury’s Schweppes Gorilla TVC liZed sales 9% across the franchise
  • 42. IN A WORLD OF ADVERTISING SAMENESS, IT’S MORE IMPORTANT TO BE DIFFERENT THAN TO BE RIGHT!
  • 43. SEEMS SO BASIC, RIGHT?
  • 44. YET, THE BIGGEST BRANDS DO NOT GET THE BASICS
  • 45. PEPSI COPIED COKE FOR 30 YEARS… NEVER GROWING ITS MARKET SHARE
  • 46. PEPSI’S SUCCESS CAME WITH DISTINCTION… AS A RESULT COKE CHANGED ITS FORMULA
  • 47. IRONICALLY, NOW IT’S PEPSI THAT GETS COPIED
  • 48. THE INSANITY CONTINUES
  • 49. MARKS & SPENCER COPIES VITAMIN WATER
  • 50. KICKER COPIES KITKAT
  • 51. AND THERE’S MORE
  • 52. ACROSS CATEGORIES & REGIONS
  • 53. ESCAPE THE RELEVANCE TRAP BY…
  • 54. GOING BEYOND COMMODIFIED CONSUMER RESEARCH
  • 55. UNDERSTAND MACRO CONTEXT! Poli,cal Economic Technological Environmental Cultural Social Company
  • 56. DO MULTILENS RESEARCH Brand Insight Product Insight Consumer Insight Compe,,on Insight Non-­‐User Insight Macro Culture Insight Channel Insight Overall Market Insight WHITE SPACE
  • 57. CHALLENGE ASSUMPTIONS Only 27% of respondents expressed a posi,ve a_tude about Porsche drivers … yet 89% agreed “it would be my lucky day” if given a chance to be one (Weeks & Williams JM 2006)
  • 58. REFRAME!
  • 59. REAL DISTINCTION…
  • 60. LIKE THESE GAME-­‐CHANGERS Swatch Turned the watch into a fashion accessory Red Bull Started the energy drink category Mini Introduced small car culture
  • 61. BE AS INTERESTING AS THE TV SHOWS YOU’RE INTERRUPTING What’s the relevance of a zombie series or that of a chemistry teacher, turned meth dealer, turned mobster? NONE!
  • 62. “BE A MAGNET, NOT A MIRROR”
  • 63. AFTER ALL
  • 64. Nigel Rahimpour Global Planning Director Saatchi New York Nigel.Rahimpour@Gmail.com SPECIAL THANKS TO: Felicia J. Sanabria David Troj Alex Bragg