How to generate insights

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If you want to be interesting, be interested (Paul Arden). How insights determine the success of your campaign.

If you want to be interesting, be interested (Paul Arden). How insights determine the success of your campaign.

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  • Great slideshow. I enjoyed your presentation at the hhs. It inspired me. Thank you!
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  • In marketing - we are moving from an age of interruption to personal invitation. Entertaining and compelling content seems to be the key to this invitation. To be successful brands now need to create an environment where consumers play, interact, respond and recommend. Our role is to create messages that have the ability to achieve the two key objects Marketers require from all their communications expenditure: Firstly - persuade a change in behaviour that will drive profitability Secondly - reinforce and enhance a brand’s image and its connection with it’s customers We believe a big creative idea – well executed and appropriately delivered - has the power to grab attention, involve, engage and build brand experiences to the benefit of the bottom line.

Transcript

  • 1.
      • IF YOU WANT TO BE INTERESTING...
      • BE INTERESTED!
      • HHS Communicatie MultiMedia & Design - 19 mei 2009
  • 2.
      • > INTRODUCTION
      • > WHEN DOES CREATIVITY START?
      • > INSIGHTS?
      • > HOW TO SELL YOUR WORK?
  • 3.
      • > INTRODUCTION
  • 4.
    • SJOERD GODERIE
    • BRANDS, MEDIA, TECHNOLOGY
    • SINCE 1996
  • 5. AND YOU? DEN HAAG, CREATIVITY, MULTIMEDIA, ICT, 1 st YEAR AND…
  • 6.
    • AN ASSIGMENT….
    • CREATE A MULTIMEDIA CAMPAIGN
    • SO WHERE DO WE BEGIN?
  • 7.
      • > INTRODUCTION
      • > WHEN DOES CREATIVITY START?
  • 8.
    • CREATIVITY STARTS
    • BEFORE
    • THE REAL CREATIVE WORK STARTS.
  • 9.  
  • 10.  
  • 11.  
  • 12.  
  • 13.  
  • 14.  
  • 15.
    • ?
  • 16.
    • IT DOESN’T MATTER WHERE.
    • IT CAN BE EVERYWHERE.
    • THE INSIGHT IS FOR THE TAKING.
    • YOU JUST NEED TO FIND IT.
  • 17.
      • > INTRODUCTION
      • > WHEN DOES CREATIVITY START?
      • > INSIGHTS?
  • 18.
    • A PENETRATING DISCOVERY ABOUT
    • CONSUMER MOTIVATIONS , THAT WILL
    • UNLOCK BUSINESS GROWTH.
  • 19.
    • AN INSIGHT IN ACTION
  • 20.  
  • 21.  
  • 22.
    • HOW TO FIND THE INSIGHT?
    • THAT WILL GENERATE
    • HUNDREDS OF
    • IDEAS
  • 23.
    • > ASK WHY
    • > MAKE NEW CONNECTIONS
    • > INTERROGATE VALUES
    • > EXPLORE UNFULFILLED NEEDS
  • 24.
    • ASK WHY?
  • 25. ASK WHY > MARMITE
    • PROBLEM: VERY FEW PEOPLE EAT MARMITE, YET THE PEOPLE WHO DO ABSOLUTELY
    • ADORE IT.
    • WHY? BECAUSE THOSE WHO DON’T EAT IT, HATE IT.
    • WHY? BECAUSE MARMITE EATERS ARE PERCEIVED TO BE RARE AND SLIGHTLY
    • ECCENTRIC (AND ARE LIKELY TO BE CHILDREN).
    • WHY? BECAUSE THE PRODUCT HAS A VERY UNIQUE POLARISING TASTE.
    • INSIGHT
    • MARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE TO DECLARE THEIR LOVE
    • FOR THE PRODUCT IN PUBLIC
  • 26.  
  • 27.
    • INSIGHT
    • MARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE TO DECLARE THEIR LOVE
    • FOR THE PRODUCT IN PUBLIC
  • 28.
    • INSIGHT
    • MARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE TO DECLARE THEIR LOVE
    • FOR THE PRODUCT IN PUBLIC.
  • 29.
    • INSIGHT
    • MARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE TO DECLARE THEIR LOVE
    • FOR THE PRODUCT IN PUBLIC.
  • 30.
    • MAKE NEW CONNECTIONS
  • 31. MAKE NEW CONNECTIONS
    • WRITE DOWN SEVERAL UNRELATED PIECES OF INFORMATION ABOUT THE BUSINESS
    • ISSUE.
    • HIGHLIGHT THOSE WHICH APPEAR MOST INFLUENTIAL TO SOLVING THE PROBLEM.
    • SEEK/MAKE CONNECTIONS BETWEEN THOSE PIECES OF INFORMATION.
  • 32. MAKE NEW CONNECTIONS > AIVD
    • THE ‘AIVD’ NEEDS TO FIND THE BEST ICT EMPLOYEES AVAILABLE.
    • GOOD ICT EMPLOYEES ARE HARD TO FIND.
    • PEOPLE DON’T COMBINE THE ‘AIVD’ WITH A GOOD ICT EMPLOYER.
    • ICT IS A NICHE SO GOOD REFERENCE IS HARD TO FIND FOR PEOPLE WHO DO NOT
    • KNOW ANYTHING ABOUT IT.
    • PEOPLE IN LOVE FOR ICT ARE DEFACTO CURIOUS AND ALWAYS LOOKING FOR THE
    • SOLUTION.
    • INSIGHT
    • BY MAKING USE OF THE ‘SECRET’ IMAGE OF THE AIVD ATTRACT NEW ICT EMPLOYEES
  • 33.
    • INSIGHT
    • BY MAKING USE OF THE ‘SECRET’ IMAGE OF THE AIVD ATTRACT NEW ICT EMPLOYEES
  • 34.
    • INTERROGATE VALUES…
  • 35. INTERROGATE VALUES….
    • DIG TO UNDERSTAND UNDERLYING BROADER CONSUMER LIFESTYLE TRENDS
    • > MOTIVATIONS
    • > BELIEFS
    • > VALUES
    • > UNDERSTAND THE ZEITGEIST
    • > LOOK FOR SYMPTOMS OF A COMMON CAUSE
  • 36. INTERROGATE VALUES > OMO
    • OMO IS A COMMODITY BRAND.
    • THERE IS PRESSURE FROM ME-TOO COMPETITORS AND OWN LABEL.
    • HOW TO FIND A NON-PRODUCT RELATED POINT OF DIFFERENCE.
    • INSIGHT
    • DIRT ISN’T SOMETHING TO BE ASHAMED OF. IT’S A PART OF EVERYDAY LIFE, JUST
    • LIKE THE PRODUCTS THAT CLEAN UP THE MESS.
  • 37.  
  • 38.
    • INSIGHT
    • DIRT ISN’T SOMETHING TO BE ASHAMED OF. IT’S A PART OF EVERYDAY LIFE, JUST
    • LIKE THE PRODUCTS THAT CLEAN UP THE MESS.
  • 39.
    • EXPLORE UNFULFILLED NEEDS
  • 40. EXPLORE UNFULFILLED NEEDS
    • WHAT IS THE UNMET NEED?
    • > LOOK FOR USAGE OCCASSIONS THAT ARE UNDER-SUPPLIED (NIGHT TIME
    • SHOPPING).
    • > LOOK FOR CONSUMER GROUPS UNDER-REPRESENTED IN THE MARKET PROFILE
    • (MALE COSMETICS).
    • > LOOK FOR PRODUCT FEATURES THAT ARE UNDER-APPRECIATED (RED BULL).
    • ASK THE QUESTION ‘WHY?’
    • UNEARTH THAT UNMET NEED.
  • 41. EXPLORE UNFULFILLED NEEDS > DULUX
    • DESPITE HIGH BRAND PREFERENCE (90%), AT POINT OF SALE PRIVATE LABEL IS
    • CHOSEN (35%).
    • PAINT IS FUNCTIONAL AND PRIVATE LABEL HAS SUFFICIENT QUALITY.
    • COLOUR HAS TAKEN OVER AS THE DECIDING FACTOR IN THE DECISION-MAKING
    • PROCESS AND PEOPLE HAVE AMPLE SOURCES OF INSPIRATION.
    • DULUX WITH A WIDE RANGE OF COLOURS AND COLOUR-MATCHING QUALITY SHOULD
    • BE WINNING.
    • INSIGHT
    • PEOPLE FEEL COLOUR BLIND – THEY NEED A COLOUR EXPERT TO ADVISE THEM.
  • 42. EXPLORE UNFULFILLED NEEDS > DULUX
  • 43. EXPLORE UNFULFILLED NEEDS > DULUX
    • INSIGHT
    • PEOPLE FEEL COLOUR BLIND – THEY NEED A COLOUR EXPERT TO ADVISE THEM.
  • 44. EXPLORE UNFULFILLED NEEDS > DULUX
    • INSIGHT
    • PEOPLE FEEL COLOUR BLIND – THEY NEED A COLOUR EXPERT TO ADVISE THEM.
  • 45.
    • WHAT’S THE INSIGHT?
  • 46.  
  • 47.  
  • 48.  
  • 49.
    • SO KNOWING THE TARGET IS
    • ALMOST AS IMPORTANT AS
    • UNDERSTANDING
    • THE MINDSET…
  • 50.
      • > INTRODUCTION
      • > WHEN DOES CREATIVITY START?
      • > INSIGHTS?
      • > HOW TO SELL YOUR WORK?
  • 51.
    • CHANGE FOCUS
    • LET’S MAKE SELLING PRIORITY!
  • 52.
    • KEEP IN MIND
    • > GOOD WORK DOES NOT SELL ITSELF !
    • > DON’T TAKE MY WORD FOR IT
    • > IT ALL STARTS WITH THE BRIEF
    • > DRAMATISE YOUR INSIGHT
    • > KNOW YOUR CLIENT/BE INTERESTED
  • 53.
    • A FEW TIPS
    • > START SELLING EARLY
    • > IT’S TOO LATE IN THE TAXI
    • > SELL THE INSIGHT /THE BIG IDEA
    • > IT’S YOUR THEATRE
    • > REASSURE
  • 54.
    • SO… TRY TO SELL THESE IDEAS
  • 55.  
  • 56.  
  • 57.
    • THANK YOU FOR BEING
    • INTERESTED
    • HOPE YOU FOUND IT
    • INTERESTING
  • 58.
    • QUESTIONS?