2. Research
for 2 ½
hours!
UGH!

3. Why “Invest” in research?
1.Your clients trust you to make a
difference in their business.
2.Better results.
3.Less churn.
4.Better inventory control.
5.Don’t fall in commodity trap.

4. Written by the cofounders of Fallon Worldwide,
one of the world’s most critically acclaimed,
creatively driven branding companies.
Purpose of book
To explain how creative leverage
can guide you in solving
marketing and branding
problems.
BMW short films
Holiday Inn Express
Lee Jeans – “Buddy Lee”
EDS – “Herding Cats”
Citi
United Airlines

5. … communication in
every medium old and
new can be
tremendously effective
if the work is backed
up by insightful
research, rigorous
strategy, and the right
execution.

6. How do you present research?
Dan Irene Paula Mike Carl Wendy
Data Index Percentage Multiple Concept Willing
Dumper Thrower Projector Musician Commander Wisdom
| | | | | |
Dan – the “Data Dumper” – “Here is some great information our research staff ran.”
Irene – the “Index Thrower” – “The index for this is great. It is way over 100.”
Paula – the “Percentage Projector” – “The vertical is extremely high for this group.”
Mike – the “Multiple Musician” – “This group represents any vertical % over 20%.”
Carl – the “Concept Commander” – “Combining these together we get a great index”
Wendy – the “Willing Wisdom” – “We have uncovered two highly
motivated groups of customers who are heavy users of your
products.”

7. Knowledge is a process of piling up facts;
wisdom lies in their simplification.

8. Survey: SimmonsLocal Spring 2006
Tampa/St. Petersburg
Total Population

9. These days people seek knowledge, not wisdom.
Knowledge is of the past, wisdom is of the future.
Spring 2006 This needs to
Last Year
Purchased last 30 work!
days

10. Biggest issues executives face
in the marketplace
1.How do we differentiate
ourselves from the
competition?
2. How do we consistently
create and sell value
rather than get stuck
selling price?

11. Citi Bank - saw the dangers of the commodity trap and was
committed to find a way to break out.
The agency problem – looking at customer’s contact
point with the bank rather than digging deeper into the
reason they needed a bank in the first place.
Research Discovered Balance Seekers
(Life Goals verses Money)
The big lesson -- You’ve got to be relentless in
your interrogation of the target market until you
find the proprietary advantage.

12. Citi Bank - saw the dangers of the commodity trap and was
committed to find a way to break out.
Life Goals vs. $$$$$
TV Ad Copy
A sure way to get rich.
Count your blessings.
There’s more to life than money.
There’s a bank that understands that.
Citi. Live richly.
Results:
• Credit card acquisition went up by 30%
• Equity loan applications increased by 14%
• Small business card accounts rose 20%

13. Long Bar Research Tip
#1 To present “Wisdom”
turn the research into a
person.
“Before we could build a communications
program, we needed to bring the balance seeker
to life. We did an exercise we often do: based on
the abstract characteristics we had identified, we
imagined describing that person as our
neighbor.”

14. Purina Dog Chow
• Goal – to discover what really drove a dog owner’s
buying choice. They discovered something remarkable:
that they could divide the world into two groups.
• 1st group fed their pets a steady diet of one brand of
dog food. (breeders, hunters, and trainers)
• 2nd group treated their dogs as family members. People
in this group picked up a different bag of food every time
they went to the store.

15. Purina Dog Chow
Result:
When people learned that a steady diet was better for
their dog, they naturally stopped sampling and bought
only one brand. Because they knew and trusted the
Purina brand, in many cases they bought Dog Chow.
In the first 2 years of the campaign, sales grew 12
percent each year. That’s forty-five tons of dog food,
contributing $35 million in additional revenue with no
change in pricing or distribution.

16. Long Bar Research Tip #2
Most companies will have
a minimum of at least two
target audience(s).

17. Research Discovered 5 different targets
Each target had its own information needs
and shopping preferences. Best Buy
revamped their entire operation to serve
those 5 targets.

18. Listen Hard to Your Customers
– then listen some more
The only way out of the commodity
trap is to listen to your customers
so you can improve the value
proposition without lowering price.

19. WE HELP OUR CLIENTS BY
LISTENING TO
THEIR CUSTOMERS
THRU
QUALITATIVE RESEARCH!

20. Research Discovered Balance Seekers
Balance Seekers cut across all demographic lines of
age, income, and education
Long Bar Research Tip #3
Don’t start Qualitative research
with a demo group. You will be
hurting your customer!

22. 11th Rock Solid Rule
Successful salespeople
understand what they
really sell, because,
first and foremost,
they understand who
the customer is and
what they really want.

23. Presenting a Creative Idea
The door to most business people's right brain
is through their left brain. First the smart then
the exciting, (The consumer, ironically wants it
just the other way around)

24. Left Brain … First the smart, then the exciting
•Responsible for awareness of time, sequence, details, and order
•Specializes in words, logic, analytical thinking, reading and writing

25. Long Bar Research Tip #5
Start your “research”
presentation with “facts” that
your audience will agree with.
It helps to build credibility.

26. Ok..
It’s time
to
DRINK!