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Reconnecting Marketers with Consumers Through Immersion
- 1. (RE)CONNECTING marketers WITH consumers Tom De Ruyck Matt Jorgenson
- 3. Sydney Agency People… Live in the city & inner city 41% Live in the Eastern Suburbs 25% Live on the North Shore 12% Greater West & Other 3% Live in the city & inner city Live in the Eastern Suburbs 5% Live on the North Shore 4% Greater West & Other 78% Everyone else in Sydney… Roughly one in every 11 Australians live in Greater Western Sydney* Source: AdShel Agency Study 2013; *Australian Census 4%
- 4. • White • 27 years old • Male • Monolingual and speaks English at home • 44% live in NSW, 37% live in Sydney • Of that 24% live in the Eastern Suburbs The average media employee… PwC Geospatial Economic Modelling with census data, 2016
- 5. Unconscious Bias Unconscious bias: established by our own interaction with other people in our society and the media
- 6. Things are not always what they seem
- 7. It’s easier than you think to miss the mark
- 8. “Different groups and pockets of society are becoming increasingly distant from each other [… ] now more than ever the challenge isn’t just to understand and be good at creativity, but to understand people and culture as well.” Adam Ferrier Even a big budget doesn’t make you immune
- 9. It’s time to listen to your consumers when you can
- 14. Immerse in the lives of consumers How do consumers experience my brand & category? Let your employees ‘connect’ with consumers by having them step into your consumers’ shoes and share their observations. KICK-OFF & CALL TO ACTION OBSERVE & EXPERIENCE FEEDBACK ACTIONS & OPPORTUNITIES Consumer connect program
- 15. Type 1: OBSERVE
- 17. Type 3: TALK
- 18. GOING TO THE real place
- 19. (RE)CONNECTING marketers WITH consumers Tom De Ruyck Matt Jorgenson
Editor's Notes
- In fact…according to this data – a lot of us are. Most of us live in the inner city, probably not a surprise to many of you (and I apologise to the Melbournians and Brisbanites for this analysis). Most of Sydney, however – live in the greater west and elsewhere….the Shire. In fact, roughly 10% of the Australian population, live in Western Sydney. That is a MASSIVE chunk of your consumer base. When was the last time you went to Quakers Hill? Blacktown? Doonside? Or Dandenong (for the Melbournians)…it’s not usually the thing we do on the weekend. We don’t make a trip to Yagoona for a Sunday outing, we’re more likely to pop by the Taste of Manly food and wine festival or something similar. The implications are more than just about what we do with our time and the people we connect with. We travel half as far to our workplaces vs. general population, we take public transport and don’t get what it’s like to spend 2 hours sitting on the great carpark that is the M5 each morning. So when we say “Of course I know who our consumer is”…my challenge is…do you really? Do you really know what it is like to walk a mile in their shoes?
- According to Price Waterhouse Coopers Research from 2016, if you’re an Agency person in Sydney, you’re more likely to live in Bondi or Newtown than anywhere else. We probably have an astoundingly high representation of Bondi Hipster in our ranks
- That is the power of our unconscious bias. It’s shaped by our personal experiences, culture and society. It influences lots of our decisions… decisions about recruitment, casting, and also the friends you choose. So, if your unconscious bias is directing your storyline (which it probably is), in order for significant change to happen in our industry, we need to find ways to overcome it, to disrupt it, and to make the unconscious, conscious.
- Even with an added level of awareness, a lack of diverse perspective makes it easier to miss the mark than you think. Just a few weeks ago, the Labour Party launched this ad campaign, which has been highly criticised for its lack of effort to represent diversity. [READ QUOTES] Some pretty funny criticism too. MasterChef Adam Liaw tweeted, “Guys, you can stop freaking out about his ad now because Bill Shorten’s office has confirmed that all these people have lots of ethnic friends” Funny criticism, but it makes a point. You’re probably wondering how ads that are so out of touch still happen today.
- It has little to do with ad spend - even big budget ads can be tone deaf. The challenge that we face today is multi-layered and complex: It’s the lack of perspective (from our bubble lifestyle) Lack of workplace diversity… Our unconscious bias playing into that… These are all playing a role in distancing ourselves from our audience, creating our own echo chamber, and pockets of insular society. Most of you would have seen the recent Pepsi ad with Kendall Jenner. Man people felt that this ad was a product of an industry that was largely out of touch, lacked diverse perspective, and was culturally distant….it was also offensive for many Americans in that it mirrored and trivialised the Black lives matter movement Bernice King tweeted that “If only daddy had known the power of pepsi”
- What sorts of personal judgements have you made about people when sat inside our bubble? Sitting behind the glass in a focus group room, how often have you allowed your values to cloud your receptiveness to what consumers are saying? Well, you’re not alone… and you’re not alone if you’re still grappling with diversity…
- Silicon Valey credo.
- Gut-feeling has to do with relying more on gut reactions, but equally with feeling as such. At PrimaDonna lingerie, specialized in luxury lingerie at larger cup sizes from C to J, they took the concept of feeling literally. The company decided to get all of its male employees to know what it's like to haul around an extra 6.6 pounds on their chest. Labeled as the International E-Cup Day for Men, the idea of literally feeling what it is like to have E-cup-size breasts during a full day is very impactful. For example, as the boobs get heavy after a while, they leave painful shoulder marks, causing one wearer to rest them on a table - something I've seen large-breasted women actually do. It is a great example of stepping into the shoes of your customer, directly experiencing their pains and gains and learning from it.
- Task-based program to create buy-in for consumer centered thinking feed business planning & strategy Let the consumer take an active place in day to day decision making
- Ever heard of Gemba? It is a Japanese term originating from the Total Quality Management era and is a synonym for ‘the real place’. By going to where the real action is taking place, whether it is a crime scene, a supermarket or a living room, managers can sharpen their senses and enhance their creative potential, stimulating their consumer brain. To research our consumers effectively and achieve true empathy into their lives we should look at the world like a ‘traveler’. Think about how you behave differently on a holiday. You’re on high alert, look for details. You may notice things that even regular citizens do not see. Create a positive vicious circle of open discovery: the more people (want to) know and discover, the more they realize what they don’t know. Think of the immense amount of time aircraft pilots spend in simulation environments, getting prepared for emergency situations they will hopefully never have to encounter in reality. Organizations should develop a similar simulation, moving from a ‘crisis-prone’ to a ‘crisis-prepared’ context by immersing themselves in less than comfortable business contexts and surrounding themselves with people thinking differently or being more critical than they are.