Insight exchange 5


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  • Theme that is topical / top of mind and seen to influence us Stats & facts both locally to keep track and globally to keep an eye on things to possibly come our way On-line advertising and mobile marketing is popping up more and more, hence the decision to have closer look at it
  • North, A. C., Shilcock, A., and Hargreaves, D. J. (2003). The effect of musical style on restaurant customers’ spending. Environment and Behavior, 35 , 712-718.
  • Samsung India launched the Solar Guru which offers 5-10 minutes of talk time for every hour of solar charging. While the USD 59 phone was designed for developing nations with unstable power supplies, it was given a wide release in Asia, Europe and Latin America.
  • "The findings reflect larger trends we’ve observed over 10 years, with a few interesting developments, for instance, the generalization that older people are resistant to new technologies is eroding — pivotal knowledge for you, if you want to continue to delight those audiences.“
  • The concept is not new but through twitter and facebook it been packaged for everyone to understand the benefits and therefore demand bite size pieces of information
  • “ The exploding popularity of social networking sites like Twitter, Facebook, Linked In, etc. should be a signal to all marketers, including industrial B to B, that ads that convey a message quickly and concisely may have an advantage over ads that force readers to plow through too much text , puzzle over a picture that is unrelated to the headline, figure out complicated charts - or all of the above. ”
  • “ While many fear that the new consumer protection laws will inhibit the work of creative minds in the communication/advertising space, the onus is on the agencies themselves to understand the new boundaries and find ways to work within this space.”
  • The emerging of new media and devices with built-in audio delivery, such as podcasts, streaming media or smartphones, expands the opportunities for audio branding but also increases the risks of causing noise pollution and cacophony.
  • (Milliman 1982, 1986)
  • Adding textures and changing packaging materials created a more premium feel to it’s products
  • To address the need for more information, marketing companies are developing new methods for collecting data. This has led to the introduction of several new technologies to assist in the information gathering process.
  • Insight exchange 5

    1. 1. D240610
    2. 3. Intro <ul><li>Identify a theme to review </li></ul><ul><li>Highlight key statistics & interesting facts </li></ul><ul><li>Today’s theme: Experience </li></ul>
    3. 4. <ul><li>In a Las Vegas casino money gambled in a slot machine increased by over 45% </li></ul><ul><li>when the casino was scented </li></ul>Colour increases brand recognition by up to 80% sight scent sound 24% of consumers are more likely to buy a product from a store that plays music that they recall and enjoy. 80% Of Customers say In-store Advertising influences their purchasing decision 84% of Shoppers are more likely to purchase a product of a higher value in a scented room In a wine store when French music was played 77% of wine sold was FRENCH When German music played 73% of wine sold was GERMAN Brands who use music that matches their brand identity are 96% more likely to be recalled Bars with scented-table adverts increased sales of advertised products by 79% as opposed to those without scents which only increased sales by 11% With a 28% increase women drivers favour blue cars above any other colour
    4. 6. Trends <ul><li>Sustainable Design , Not just supporting the environment, change your product design </li></ul><ul><li>Functionall, Simple & Cheap for low income emerging markets and beyond </li></ul><ul><li>Unservice, Neglect of duty, or marketing power? </li></ul><ul><li>140 Characters, Less time to make an impression </li></ul><ul><li>The Consumer Protection Act , Ethical and easy to understand communications </li></ul><ul><li>Sensory Branding , Using different dimensions in branding </li></ul><ul><li>Live Research , Engineering new culture, it seems, can be simplified to a few clicks a day? </li></ul><ul><li>New Media Ideas </li></ul>
    5. 7. Sustainable Design Not just supporting the environment, change your product design
    6. 8. Where it’s come from? Green trend, although the biggest problem was greenwashing. Transparency It’s about being honest
    7. 9. <ul><li>You can’t be great in one area and then bad in another. </li></ul>
    8. 11. What design does… <ul><li>“ Design explores the new and is the bridge between technology, society and business. It is sensitive to cultural conditions, social trends and the potential of new technology, and is able to translate this into valuable propositions for business by envisioning solutions grounded in new ways of production and consumption.“ </li></ul><ul><li>- Simona Rocchi, Director of Sustainable Design at Philips Design </li></ul>
    9. 12. <ul><li>It affects all aspects of your business and supply chain and you need to design effectiveness into it. </li></ul>
    10. 13. Old into functional <ul><li>“ Recycling Design” and “Sustainable Design” are the Buzz in the Design Industry these Days.  Recycling old items and even advertising billboards into everyday functional items </li></ul>
    11. 14. <ul><li>Autodesk supporting sustainable design for manufacturing </li></ul>Autodesk
    12. 15. <ul><li>Cone, Inc. February 2008 Survey found: </li></ul><ul><ul><li>59% of people are concerned about the environmental impact of their consumption </li></ul></ul><ul><ul><li>66% consider the environmental impact of their purchases </li></ul></ul><ul><ul><li>64% of younger workers born in the 70s and 80s surveyed care about their company’s social and environmental activities </li></ul></ul>Why?
    13. 16. Integration <ul><li>“ The need to integrate sustainability into design practices is becoming increasingly more apparent — from objects as small as appliances to applications as large as towns — due to design's ability to overcome difficult obstacles with measured creativity.” </li></ul><ul><li>David R. Butcher, Industry Market Trends </li></ul>
    14. 17. <ul><li>Are your products and packaging from sustainable sources? The supply chain needs to be as transparent as possible. </li></ul>
    15. 18. Functionall Simple & Cheap for low income emerging markets and beyond
    16. 19. What is Functionall <ul><li>Functionall captures the phenomenon of simple, small and/or cheap products and services designed for low(er)-income consumers in emerging markets, with cross-over appeal to consumers in mature consumer societies. </li></ul>
    17. 20. What it is, and where it’s from…
    18. 21. Example <ul><li>Adidas is planning to make “1 Euro Shoes” for people who can’t afford shoes. </li></ul>
    19. 22. Example <ul><li>Timbuk2 – Portable, multifunctional Solar power </li></ul>
    20. 23. Example <ul><li>While the USD 59 phone was designed for developing nations with unstable power supplies, it was given a wide release in Asia, Europe and Latin America. </li></ul>
    21. 24. New Symbols <ul><li>“ The new status symbols are frugality and practicality. Poverty is another word for “meaningful and sustainable living”. In the last 18 months, global business has seen two tectonic shifts: a change in the volume of demand, and a change in the nature of demand. Demand has shrunk in developed markets and exploded in emerging markets.” </li></ul><ul><li>- Nidhi Nath Srinivas, The Economic Times </li></ul>
    22. 25. Learn… <ul><li>Learn from those brands already making the most of the convergence of functional, pragmatic needs and wants of consumers around the globe </li></ul><ul><li>People are in continual need for more convenience and simplicity. Functionall will especially do well in prosperous metropolitan areas, where busy, transient lifestyles are the norm. </li></ul>
    23. 26. Ultimately <ul><li>Don’t be afraid to design for the bottom of the pyramid </li></ul>
    24. 27. Unservice Neglect of duty, or marketing power?
    25. 28. What? <ul><li>“ Forward-thinking businesses are putting some of their labour into the hands of customers , not only saving companies money, but also empowering customers by giving them a sense of independence and creative control . Among demographics that value customisation and autonomy, unservice is a win-win for all.” </li></ul><ul><li>- TrendHunter </li></ul>
    26. 29. Apple Store App
    27. 30. Self-serve Pub
    28. 31. Lost baggage tracker <ul><li>This WorldTracer kiosk allows passengers to check on the status of their delayed bags over the web and to file &quot;missing bag&quot; reports without having to queue and talk to an agent. </li></ul>
    29. 32. Price Check In-Store scanner
    30. 33. Turn a product into a service <ul><li>“ The expectation of lower prices and the desire for greater personal control has changed customer Purchase Logic. Today's customers want to buy services instead of products. They want to buy the use of a product rather than the product itself. Individual consumers, business customers, even Governments and the Military are now buying services instead of products.” </li></ul><ul><li>Urban Wallace Associates </li></ul>
    31. 34. Are you going to lose customers? <ul><li>Respondents’ top three reasons for using self-service technology were: &quot;Self-service is faster,&quot; &quot;Self-service is more convenient&quot; and &quot;I like self-service technology.&quot; </li></ul><ul><li>- The Self-Service and Kiosk Association - 2009 Self-Service Consumer Survey </li></ul>
    32. 35. Consumers have embraced it <ul><li>“ Consumers around the world have embraced Self-Service because it makes their lives so much easier , you can book online, pay online, check-in online or at a kiosk at the airport – all at your own convenience and without waiting in a queue.” </li></ul><ul><li>- Kevin Meltzer, Business Development Director at Consology </li></ul>
    33. 36. <ul><li>Are you putting power into the hands of your consumers? </li></ul>
    34. 37. 140 Characters Less time to make an impression
    35. 38. High Concept <ul><li>Simply put, a high concept is an intriguing idea that can be stated in a few words and is easily understood by all. </li></ul><ul><li>The old sales quote says: “You have exactly 1 minute to make an impression.” </li></ul><ul><li>And it still rings true today, although popularised through other means… </li></ul>
    36. 39. Not new, but packaged differently <ul><li>“ At a time when 140-character messages are becoming the limit of our focusing ability, it really may be best to keep ads as short and sweet as a tweet .” </li></ul><ul><li>- Kerry O'Malley </li></ul>
    37. 40. Format? <ul><li>The revolution of 140 characters </li></ul><ul><li>It’s important learn the language and how to optimise the space you’re given </li></ul>
    38. 41. Space? <ul><li>Online tools have emerged to help you get across valuable information in as short a space as possible </li></ul><ul><li> shortens urls, and lets you track who was interested </li></ul>
    39. 42. Quality? <ul><li>How to optimise the information, not only in your tweets but also in all your projects </li></ul><ul><li>What’s important is the space you hold in people’s minds </li></ul>
    40. 43. People have less time <ul><li>Using the Twitters limitation of 140 characters, write a book review. Can you sum up the essence of a good read in 140 characters? Of course you can! </li></ul><ul><li>War of the Worlds by H. G. Wells: </li></ul><ul><li>“ Hostile extra-terrestrials invade Earth but perish due to polluted air…much the way humans do today.” </li></ul>
    41. 44. Advertising <ul><li>“… ads that convey a message quickly and concisely may have an advantage over ads that force readers to plough through too much text, puzzle over a picture that is unrelated to the headline, figure out complicated charts - or all of the above. ” </li></ul><ul><li>- Kerry O'Malley, Expert writer and founder of Marketects </li></ul>
    42. 45. <ul><li>Advertising told you to make it short and meaningful, now the world is telling you to keep it short and meaningful. </li></ul>
    43. 46. The Consumer Protection Act Ethical and easy to understand communications
    44. 47. What will it do? <ul><li>“ What the Labour Relations Act did for employees, the Customer Protection Act will do for consumers.” </li></ul><ul><li>- John Giles </li></ul>
    45. 48. Promotion <ul><li>“ Signed to target and prevent exploitation or harm to customers, the new legislation will permanently alter the way South African retailers position and promote their products.” </li></ul><ul><li>- TotallyMAD </li></ul>
    46. 49. Activism <ul><li>“ This will more than likely lead to a significant increase in both consumer activism and consumer action, as the channel for redress becomes far more straightforward; user-friendly; and efficient.” </li></ul><ul><li>- Association of Communication and Advertising </li></ul>
    47. 50. More power
    48. 51. Advertising… <ul><li>“… the need for clear and concise messaging will put greater emphasis on the role of communication professionals.” </li></ul><ul><li>- Association of Communication and Advertising </li></ul><ul><li>… Think 140 characters! </li></ul>
    49. 52. What you can’t do: Make a claim that you can’t back up, while making the claim or at the point of sale. Claim service levels which aren’t consistent Incentivising sales with wins
    50. 53. Wording?
    51. 54. Why worry? <ul><li>With the establishment of the National Consumer Commission, disputes will be managed and the penalties are severe; a supplier who is found by the Tribunal to have contravened the Act may face:  </li></ul><ul><li>An administrative fine up to 10% of annual turnover, or </li></ul><ul><li>An administrative fine of up to R1 million, whichever is the greater. </li></ul>
    52. 55. <ul><li>The trends that we have featured in this Insight Exchange and previously are what consumers want, that is essentially what is in the CPA, it’s about transparency and being honest! </li></ul>
    53. 56. Sensory Branding Using different dimensions in branding
    54. 57. Physiological needs? <ul><li>“ The world of advertising needs to go back to basics. Today 99% of all communication is based on what we see and what we hear.” </li></ul><ul><li>“ One may ask about what we smell, taste and feel – particularly in light of the fact that  75% of our emotions are connected to what we smell rather than what we see and hear.” </li></ul><ul><li>- Branding Strategy Insider </li></ul>
    55. 58. Scented billboard <ul><li>This billboard in central North Carolina emits the smell of black pepper and charcoal to promote a new line of beef available at the Bloom grocery chain . </li></ul>
    56. 59. Bloomingdales <ul><li>Bloomingdale's nationwide use ScentAir in multiple locations throughout their stores. The soft scent of Baby Powder speaks to a mother's memory in the infant department. The intimate apparel department is inviting with the soothing scent of Lilac, while Coconut wafts through the swimsuit department. And during the holiday shopping season the scents of Sugar Cookie, Chocolate and Evergreen create a warm and pleasant experience. </li></ul><ul><li>“ Customers love the scents and have asked to purchase them.“ </li></ul><ul><li>- VP of Visual Merchandising, Bloomingdale's </li></ul>
    57. 60. Sony <ul><li>Aromas trigger memories. Memories spark emotions and emotional connections bring customers back. Sony Style and ScentAir developed a signature fragrance combining subtle notes of citrus, vanilla and other secret ingredients. The custom fragrance creates a memorable impression on shoppers and adds to the decor of the boutique stores. The power of scent completes the unique sensory branding experience. </li></ul><ul><li>&quot;Our signature scent creates a positive and memorable experience. Sony has been very pleased by the response from our customers.” </li></ul><ul><li>- Senior Creative Director, Sony </li></ul>
    58. 61. <ul><li>“ So far, brands have spent a lot of time and money on visual branding while sound hasn’t been treated as a brand element that needs to be explored.” </li></ul><ul><li>- Audio Branding Academy </li></ul>Sound
    59. 62. Music <ul><li>In his study titled “ The Impact Of Music on Consumer Behavior”, Prof. Dr. Adrian North could show a sales increase up to 33% when using music. </li></ul>
    60. 63. Touch <ul><li>&quot;There's a lot of interest in tactile illusions, many people think of perception as vision, but clearly perception is a lot more. You have a very diverse sensory machine.“ </li></ul><ul><li>- Vincent Hayward, haptics researcher at the Pierre and Marie Curie University in Paris, France. </li></ul>
    61. 64. Touch <ul><li>Meadow Fresh, a dairy producer in New Zealand, laid 1250 square metres of grass in Auckland’s Britomart Station. </li></ul>
    62. 65. Sainsbury’s <ul><li>  The new ‘Taste the Difference’ range, which utilised packaging that appealed to the sense of touch and had a better taste and smell. </li></ul>
    63. 66. Survival <ul><li>“ In order to survive, branding has to expand its two-dimension approach and become a five-dimensional concept.” </li></ul><ul><li>- Martin Lindstrom, Brand Sense </li></ul>
    64. 67. <ul><li>If consumers aren’t recognising or remembering your brand give them a marketing experience that plays on their other senses. </li></ul>
    65. 68. Live Research Engineering new culture, it seems, can be simplified to a few clicks a day?
    66. 69. More information <ul><li>To address the need for more information, marketing companies are developing new methods for collecting data. </li></ul><ul><li> </li></ul><ul><li>They have the technology: Using Internet-driven software, companies can now access up-to-the-minute sales and market data. </li></ul><ul><li>- FastComapny </li></ul>
    67. 70. Real-time twitter research
    68. 71. Campaign Management
    70. 73. Benefits <ul><li>“ The main feature of real-time is that it’s conversational . Anyone can send out a question then Aardvark tries to match you with the person in your social graph who could best answer this. From a business perspective, you could have auto dealers, travel agents who can use this. From a broader perspective, it’s about allowing this individual info taking place, everyone needs a human being on the other end.” </li></ul><ul><li>- Max Ventilla, Aardvark </li></ul>
    71. 74. Discussed before - Insight Exchange 3
    72. 75. <ul><li>How are your campaigns doing right now? …you can effectively start using live research today. </li></ul>
    73. 76. New Media Ideas
    74. 77. Using the data effectively <ul><li>“ Can we make a distinct and engaging representation of Twitter activity during the World Cup?“ </li></ul><ul><li>- Guardian </li></ul><ul><li>“ The universe of supplements is indeed a noisy one, but data visualisations such as this one can help make sense of it all.” </li></ul><ul><li>- Bill Petti </li></ul>
    75. 78. Data visualisation
    76. 79. Free IBM tool: Many Eyes
    77. 80. Visa / Flickr
    78. 81. <ul><li>“ Data Visualisation Is Reinventing Online Storytelling.” </li></ul><ul><li>- Garrick Schmitt, AdvertisingAge </li></ul>
    79. 82. <ul><li>Data visualisation engages people longer through entertaining representations and teaches them about your company and products at the same time. </li></ul>
    80. 83. Flogos – floating logos
    81. 84. 3D projections
    82. 85. Summary
    83. 86. <ul><li>Trends only work if they are </li></ul><ul><li>adopted by you </li></ul>