Relevanța brandurilor dincolo de centura marilor orașe

1. BIZ PR CONFERENCE
October 2017
BRAND RELEVANCE BEYOND KM0

2. WHY RELEVANCE?

3. RELEVANCE IS WHAT ATTRACTS & KEEPS PEOPLE PAYING
ATTENTION TO WHAT BRANDS HAVE TO SAY. AND MOVES
THEM TO ACT.
IT’S A TWO-PART PRINCIPLE:
WILLINGNESS TO LISTEN, WILLINGNESS TO ACT.

4. THE JAMES BOND FRANCHISE IS THE EPITOME OF
WHAT A MASS CONSUMER BRAND SHOULD
ASPIRE TO BE IN TODAY’S SOCIETY. ETERNALLY
RELEVANT, POPULIST AND WITH A NOD AND A
WINK OF HUMOR. FOR IF YOU’RE NOT RELEVANT,
YOU’RE BEING IGNORED. DOES ANYONE
REMEMBER NAPOLEON SOLO?
– MATT NEALE, CO-CEO, GOLIN

5. BRAND RELEVANCE FINGERPRINT
The qualities of a brand that make it relevant can be dissected into 15 constituent parts or ‘dimensions of relevance’

6. IN SEARCH OF CONSUMER RELEVANCE
BEYOND BIG CITIES LIMITS

7. Small communities are IMPORTANT
64% of Romanian live in small communities*
(45% rural + 19% small urban)
A small community can explain the functioning of any
community. Even a Parenting Community!
*under 50,000 people

8. RELEVANCE STUDY:
Talking with the Romanian consumers
NATIONAL QUALITATIVE &
QUANTITATIVE STUDY
4 ETHNOGRAPHICS
(IN-DEPTH INTERVIEWS WITH
FAMILIES IN SMALL COMMUNITIES)
500 REPRESENTATIVE INTERVIEWS
(WITH ANALYSES ON PERSONS IN
SMALL COMMUNITIES VS. OTHER
COMMUNITIES)

9. TV, NEWS & SOCIAL BEAT WORD OF MOUTH
SOCIAL MEDIATV WORD OF MOUTH
(Family/friends/
colleagues)
ONLINE NEWS COMPANY
WEBSITE
While trust in media is declining, screens take over people*
- RELEVANT SOURCES OF INFORMATION -
*ALL RESPONDENTS

10. But... word of mouth is more popular in small
urban
In small communities, word of mouth ranks 3rd as source
of information, after TV & SM.
Energy
Technology
Cofee/Chocolate
38% vs. 32% in all urban
42% vs. 30% in all urban
47% vs. 37% in all urban

11. People in small communities can be promoters of
your brand inside their community.

14. Same level of attention, same level of
information
People in small communities are equally informed, use the same channels
and have similar expectations with the ones in large cities.
“Nu cred ca fiecare zona a tarii are o anumita marca. Cred ca informatia
ajunge peste tot la fel.” (barbat, 40 ani, Baicoi)

15. Don’t skip people from small communities from
your communication.
They too listen, talk, share, and buy!

16. Internet penetration in Romania is
78% at national level
(85% urban, 76% rural)*
*iSense Solutions Omnibus, aprilie 2017
People in small communities use social
media as much as people in urban areas.

17. Small communities are as social as the rest of
the cities
Channel All Urban Small Communities
Facebook 92% 88%
Youtube 78% 65%
Facebook Messenger 76% 68%
WhatsApp 70% 60%
Google+ 53% 51%
Skype 44% 42%
Instagram 34% 29%
LinkedIn 34% 22%
Twitter 21% 22%

18. Small communities love to have fun
Entertainment consumption 60% vs 50% in all urban
Want entertaining/ funny information 41% vs 32% in all urban

19. If you want reactions, shares and purchase, engage
consumers from small communities through fun
content, not corporate wooden language.

20. Talk more about celebrities
Shared/Talked about celebrities
37% vs 27% in all urban

21. Activate small communities through influencers that
are relevant to them, not just to big cities people.
And use performance to reach and engage.

22. Pay more attention to fashion & beauty info
Paid attention to
Acted on
Shared/ talked about
46% vs. 39% in all urban
19% vs. 10% in all urban
37% vs. 33% in all urban

23. Pay more attention to health related news,
but share them less
Paid attention
Acted on
Share/talked about
66% vs. 59% in Bucharest
29% vs. 21% in Bucharest
40% vs. 47in all urban

24. Pay More Attention To Info About What They
Buy, But Share Less
Paid attention
Share/talked about
66% vs. 56% in all urban
41% vs. 47in all urban

25. Encourage them to talk about your brand, involve
them in your campaigns

27. Proud of their community
People from small urban are more attached to their community
and they feel proud of their community’s achievements.
Nivelul de trai din Baicoi il putem cataloga ca fiind un pic
superior fata de alte orase mici din tara.
Suntem pe harta Romaniei ca o zona a tiglei metalice. Fabrica
de nasturi, de lumanari, de otel si fasonare – sunt create multe
locuri de munca cu ajutorul lor. (barbat, 45, Baicoi)

28. People want you closer
What can a big brand learn from a local brand?
The personal bond with the clients, because it sees them everyday,
knows their needs.

29. Create a personal and emotional bond with people
in small communities.

30. Not impressed by “Inspirational Messages”
Less people from small communities want inspirational
information
15% vs 26% in Bucharest

31. Brand Popularity Is Important In Small Communities
Consumers in small communities are slower and more
reluctant to adopt new brands, but they are more loyal to a
brand.
They are more readily persuaded by marketing that touches
them directly, such as personal experience or seeing others
using the products/services.

32. 0
5
10
15
20
25
30
35
40
45
50
Trustworthy
Effective
Transparent
Innovative
Essential
Contemporary
Popular
WelcomingPrestigious
Authentic
Purposeful
Influential
Distinctive
Provocative
Entertaining
Small urban
Bucharest
Technology
Ideal Brand
Small Communities: more
focused on key persuaders
that convince to buy:
• Trust
• Awareness
Big Communities:
• Innovation
• Differentiation
• Welcoming

33. Contact
IrinaRoncea – Deputy ManagerDirector Golin
ironcea@golin.com
Dr. TraianNăstase– ParteneriSense Solutions
traian.nastase@isensesolutions.ro