MCCP Re-Mastering Marketing Strategy

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MCCP Re-Mastering Marketing Strategy

  1. 1. Rethinking Brand Strategy For Growth
  2. 2. MCCP THE PLANNINGAGENCY
  3. 3. THE MCCP TEAM
  4. 4. HOW TO MASTER EXCELLENCE INMARKETING TODAYHOW CAN YOU GET CONSUMERS TO PAYFOR SOMETHING IN TOUGH TIMES?
  5. 5. Re-MasteringBoom
  6. 6. CONSUMER‘UN’LEARNINGPOWER OF EMOTIONREMASTERINGSTRATEGIESBE DISTINCTIVEINNOVATETELL STORIESRETHINK THE WHORETHINK THE 4PS
  7. 7. The marketing capability ofconsumer centricity hasnever been so relevant
  8. 8. Consumer ‘Un’learning13 42
  9. 9. The Right Place…Are you talkingto consumers inthe right place?Consumer ‘Un’learning
  10. 10. Consumer ‘Un’learningThe Right Time …Are you spendingthe right amountof time withthem?
  11. 11. Consumer ‘Un’learningThe RightQuestions …Are you askingthe rightquestions thatcan predictbehaviour?
  12. 12. Consumer ‘Un’learningThe RightEngagement …Are you havingthe right kind ofengagement?
  13. 13. An answer to aquestion ofconsideration thatmay not besolicited in a focusgroup situation
  14. 14. Group interactionregarding deals foryoung couples
  15. 15. Facebook ‘ride-alongs’demonstrates thatparticipants canbecomecomfortable withresearch when it’son their terms,sharing photos
  16. 16. Put Emotion in yourstrategy - it drives behaviourEven though priceand rationality areimportant rightnow, don’toverlook the factthat people willpay for what theyLOVE
  17. 17. Put Emotion in yourstrategy - it drives behaviourAsk them whatbrands theycannot livewithout?
  18. 18. Put the Right Emotion in yourstrategy - it drives behaviourWear in, not wearoutUse innovation,service, socialmedia interactionto generate andachieve emotionalengagement
  19. 19. Put the Right Emotion in yourstrategy - it drives behaviourGet past thetransactionalrelationship tounderstand wherethe brand canforge a deepemotional andbrand for ‘life’status
  20. 20. Put the Right Emotion in yourstrategy - it drives behaviourAsk what role canyou play in theirlivesWhat behavioursare theyundertaking thatyou can fulfilpowerfully?
  21. 21. Put the Right Emotion in yourstrategy - it drives behaviourBe true to brandwhere andwhenever
  22. 22. Put the Right Emotion in yourstrategy - it drives behaviourBe true to brandwhere andwhenever
  23. 23. Put the Right Emotion in yourstrategy - it drives behaviourDeliver beyondtheir expectationsconsistentlyBe close to theirspecific needs
  24. 24. Be Distinctive“If you craft these gorgeous wonderfulartisanal brands with the consumer attheir core, understanding their needsand wants.You layer on this emotional equity thatresonates with them, you create thisbrand love. Then something inevitablehappens. Its magic."
  25. 25. Offering highlytargeted & limitedoffers to brandambassadors created acampaign of magicBe Distinctive
  26. 26. Be DistinctiveDove Men Plus CareBe Distinctive
  27. 27. Tell stories1.Speak TruthfullyHonesty & transparencyare important in brandstorytelling
  28. 28. 2.Personalitiesinto storiesBrand stories arenot marketingmaterialsTell stories
  29. 29. Understand whicharchetype is yourbrand?Tell stories
  30. 30. 3. Create Characters YourAudience Will Root ForStorytelling requires thatyou create charactersyour audience will like &cheer for. Find personasthat your consumer willidentify with. Understandthe brand personaTell stories
  31. 31. Examples
  32. 32. Crazy ideas are like ancient fire – feared untilproven useful
  33. 33. Netflix destroyedthe establishedbrick and mortarvideo rental storeInnovate to reframe or re-positionthe competitive set
  34. 34. Innovate to reframe or re-positionthe competitive setUse consumer ledinnovation notproduct ledFocus on thebusiness objectivenot just ANYinnovation
  35. 35. Innovation is not always anotherproduct – think comms as well
  36. 36. Innovate to reframe or re-positionthe competitive setUse consumer ledinnovation notproduct ledFocus on thebusiness objectivenot just innovation
  37. 37. Rethink your segmentsRethinkingconsumers(Boomers)
  38. 38. FOCUS ON SEGMENTS WHO CAN AFFORD WHATYOU HAVE TO SELLWhy you can’t afford to ignore Boomers…THE FACTS BEHIND THEM
  39. 39. They are 1.3 million Irish consumers …The Over 50’s are now a significant segment in IrelandOr 1 in 3 Irish adultsSource: MCCPTrendstream™/ CSO 2012/ Prosumer Report 2012FOCUS ON SEGMENTS WHO CAN AFFORD WHATYOU HAVE TO SELL
  40. 40. FOCUS ON SEGMENTS WHO CAN AFFORD WHATYOU HAVE TO SELLThey hold long term life-stage value stillThe life expectancy for an Irish adult is 80.3yearsToday’s Boomers entering their 50’s willlive for another 30 years
  41. 41. FOCUS ON SEGMENTS WHO CAN AFFORD WHATYOU HAVE TO SELLBoomers have more cash freedom1 in 8 Boomers enjoy a disposable income of €1,000 perweek and 62% of Boomers feel they have enoughmoney to do themA quarter of older households have given a materialgift worth €5,000 or more to their childrenAmongst the Boomers, 49% are not saving at allSource: MCCPTrendstream™/ TILDA 2011
  42. 42. Boomers experience a mid life make overFOCUS ON SEGMENTS WHO CAN AFFORD WHATYOU HAVE TO SELLMid-lifers have adult families, lower/no mortgages paid off and may be slowing down inthe work place as they near retirement. Therefore, they are experiencing the freedom& adventure traditionally associated with youth. In a relative sense they feel better offMid-life CrisisMid-lifemakeoverSource: MCCPTrendstream™/Justaskmccp™2012
  43. 43. FOCUS ON SEGMENTS WHO CAN AFFORD WHATYOU HAVE TO SELLBoomers are active ‘CONSUMERS’70% of Boomers are positive towards travel and visitingplaces75% have said that they have maintained lots of hobbiesand interestsSource: MCCPTrendstream™/ Pfizer Health Index 201250% of older people suggest that they are worried aboutbecoming a burden as they age
  44. 44. FOCUS ON SEGMENTS WHO CAN AFFORD WHATYOU HAVE TO SELL1. Parenting2.02.PurposefullyBusy3. Brand lovingSelective austerity4. Young atHeart5. Not forthem
  45. 45. MCCP have identified 3 strategies forunlocking Boomer wealthProfitable growthPortfolioRe-orientingTargeting asInfluencerProduct Re-purposing
  46. 46. Portfoliore-gearingDoes your brand have a product offering in itsportfolio aimed at the Boomers generation?Kids offerings, Family packs and Single in the Cityare all commonplace on shelves but few brandscapitalise on the older generations that havemoney and time.The key to targeting this market with productsand services is to genuinely examine theirneeds that your portfolio can accommodate.This means identifying their real needs, not thestereotypes.So What? What products in your portfolio would resonate well with the over 50’s cohort?Is there room for innovation?
  47. 47. Targeting asInfluencerSo What? Assuming that your consumer is the decision maker ignored the real influencebehind purchasing decisions. Have you underestimated how much the older consumer isengaging with your brand, if not directly, how much influence they hold.
  48. 48. Product Re-purposing
  49. 49. Brand Examples
  50. 50. ‘Life Goes Strong’ for Boomers
  51. 51. REMASTERING THE 4 PSFrom PRODUCT to SOLUTIONS & EXPERIENCESFrom PLACE to ACCESS – where they areFrom PRICE to VALUE –what they define as value not youFrom PROMOTION to RELEVANCE – be useful
  52. 52. CONSUMER‘UN’LEARNINGPOWER OF EMOTIONREMASTERINGSTRATEGIESBE DISTINCTIVEINNOVATETELL STORIESRETHINK THE WHORETHINK THE 4PS
  53. 53. FOR MORE INFORMATION CONTACTKAY@MCCP.IE

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