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.

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The Relevance Trap

  1. 1. THE RELEVANCE TRAP By Nigel Rahimpour Global Planning Director, Saatchi New York
  2. 2. Today, Companies Focus On Shareholder Value More So Than Anything Else.
  3. 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. 4. ESSENTIALLY, IT ALL COMES DOWN TO… DISTINCTION
  5. 5. THE PURPOSE OF DISTINCTION SHOULD BE CLEAR TO MARKETING.
  6. 6. SHOULD!
  7. 7. BUT IT’S THE OPPOSITE!
  8. 8. WHEREVER YOU LOOK…
  9. 9. THE SAME BENEFITS
  10. 10. SAME REASONS TO BELIEVE
  11. 11. SAME STORIES
  12. 12. SAME RESEARCH
  13. 13. SAME PEOPLE
  14. 14. SAME INSIGHTS
  15. 15. EVERYTHING LIVES OR DIES BY WHAT SHE SAYS
  16. 16. AN INDUSTRY-­‐WIDE OBSESSION WITH CONSUMER RELEVANCE Relevance Dis,nc,on
  17. 17. MAYBE DISTINCTION IS MORE IMPORTANT… Relevance Dis,nc,on
  18. 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. 19. REALITY MIGHT BE WORSE! The Average City Person Is Subjected To Over 1000 Ads Per Day
  20. 20. HOW MANY ADS DO YOU REMEMBER FROM YESTERDAY?
  21. 21. IF YOU ARE LUCKY, YOU MIGHT RECALL 3 ADS : 1000 ADS = 0.003
  22. 22. It’s Ironic How MarkeJng, Which Set Out To Drive DisJncJon, Has Returned Brands Back To Commodity Status.
  23. 23. “WHEN YOU ACT LIKE A COMMODITY, YOU’LL BE TREATED LIKE ONE” Kevin Roberts, CEO of Saatchi & Saatchi
  24. 24. YET, DISTINCTION SHOULD BE SO EASY…
  25. 25. IT’S WHAT WE DO FROM EARLY CHILDHOOD -­‐ DIFFERENTIATING OURSELVES FROM OUR ENVIRONMENT
  26. 26. DISTINCTION IS WHAT OUR BRAIN REMEMBERS
  27. 27. DISTINCTION DRIVES CONVERSATION
  28. 28. GIVEN THE BRAIN’S NATURE TO COMPARTMENTALIZE SIMILARITIES… X X X X X X X X X X X
  29. 29. DISTINCTION CAN GIVE BRANDS AN UNFAIR MINDSHARE X X X X X X X X X X X
  30. 30. DISTINCTION LEADS TO BRAND SALIENCY BRAND SALIENCY = THE DEGREE TO WHICH YOUR BRAND IS REMEMBERED IN A PURCHASE SITUATION
  31. 31. CLEARLY, DISTINCTION IS THE MORE EFFICIENT MEDIA STRATEGY It Works For You Long Ader Your Media Plan Stops.
  32. 32. HOWEVER, TO BE REMEMBERED YOU MUST FIRST UNDERSTAND BASIC HUMAN COMMUNICATIONS
  33. 33. BASIC COMMUNICATIONS ATTENTION INTENT PERSUASION
  34. 34. BASIC COMMUNICATIONS ATTENTION “Hello Bartender”, “Wink-­‐Wink” INTENT “A Beer, Please!” PERSUASION Good Tip
  35. 35. MOST CLIENTS FOCUS ON… ATTENTION INTENT PERSUASION
  36. 36. WHICH IS WHY OVER 90% OF ADS FAIL ATTENTION INTENT PERSUASION
  37. 37. IN FACT, YOU CAN’T GET TO PERSUASION, IF YOU DON’T GET ATTENTION ATTENTION INTENT PERSUASION
  38. 38. ATTENTION IS DRIVEN BY DISTINCTION ATTENTION INTENT PERSUASION
  39. 39. WHICH IS WHY YOU NOTICE AND REMEMBER THIS
  40. 40. THIS
  41. 41. AND THIS Cadbury’s Schweppes Gorilla TVC liZed sales 9% across the franchise
  42. 42. IN A WORLD OF ADVERTISING SAMENESS, IT’S MORE IMPORTANT TO BE DIFFERENT THAN TO BE RIGHT!
  43. 43. SEEMS SO BASIC, RIGHT?
  44. 44. YET, THE BIGGEST BRANDS DO NOT GET THE BASICS
  45. 45. PEPSI COPIED COKE FOR 30 YEARS… NEVER GROWING ITS MARKET SHARE
  46. 46. PEPSI’S SUCCESS CAME WITH DISTINCTION… AS A RESULT COKE CHANGED ITS FORMULA
  47. 47. IRONICALLY, NOW IT’S PEPSI THAT GETS COPIED
  48. 48. THE INSANITY CONTINUES
  49. 49. MARKS & SPENCER COPIES VITAMIN WATER
  50. 50. KICKER COPIES KITKAT
  51. 51. AND THERE’S MORE
  52. 52. ACROSS CATEGORIES & REGIONS
  53. 53. ESCAPE THE RELEVANCE TRAP BY…
  54. 54. GOING BEYOND COMMODIFIED CONSUMER RESEARCH
  55. 55. UNDERSTAND MACRO CONTEXT! Poli,cal Economic Technological Environmental Cultural Social Company
  56. 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. 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. 58. REFRAME!
  59. 59. REAL DISTINCTION…
  60. 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. 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. 62. “BE A MAGNET, NOT A MIRROR”
  63. 63. AFTER ALL
  64. 64. Nigel Rahimpour Global Planning Director Saatchi New York Nigel.Rahimpour@Gmail.com SPECIAL THANKS TO: Felicia J. Sanabria David Troj Alex Bragg

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