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[Eng] The use of consumer insight in Advertising: from classic Advertising to Social network

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This is the English version of my thesis in Advertising.

I point out the role of consumer research in creating advertising and marketing communication.
I give a definition of consumer insight, its 4 properties and applications in many media.

Published in: Business, Self Improvement
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  • Giulio, Congratultaions! your work is great.

    I find very useful your slides and inputs. I also worked on consumer insights field and wish to stay in contact with you (www.consumer-insights.blogspot.com).

    Regards! Cristina
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[Eng] The use of consumer insight in Advertising: from classic Advertising to Social network

  1. 1. Using consumer insight in advertising: from classic advertising to social network “ A flash of identification is the root of most of the good communication. It is true for a painting or a novel. It is true for a good advertisement, too.” DAVID ABBOTT, copywriter Giulio BONINI 19 febbraio 2009 Relatore Professor Marco Livi
  2. 2. <ul><li>What a Consumer Insight is </li></ul>1 The four Properties of the Insight The Benchmark of Consumer Insight in Advertising Applications in Unconventional Ads Applications in creating Social Networks 4 3 5 2 A Marketing introduction 6 Summary
  3. 3. A Marketing introduction <ul><li>Consumers are fed up and bored with brands who impose products as perfect as gods. </li></ul><ul><li>Credibility of brands has long gone! </li></ul>1 One examples above all: Mc Donald’s
  4. 4. <ul><li>Show that you are CLOSE to your customers </li></ul><ul><li>Build complicity with EMPATHY: show that you know their world and values </li></ul><ul><li>BEST OF ALL: SHOW THAT YOU ARE ONE OF THEM </li></ul><ul><li>Brands must regaing consumers’ trust (and loyalty will come) </li></ul>BUT HOW ??! 1
  5. 5. <ul><li>The best way to show closeness and empathy is to use a KNOWLEDGE that only your target shares </li></ul><ul><li>HE WILL ACKNOWLEDGE THAT YOU’RE NOT USING STEREOTYPE </li></ul><ul><li>… but a REAL COMPREHENSION OF HIM </li></ul><ul><li>YOU’LL GIVE VALUE TO YOUR CUSTOMER </li></ul>1
  6. 6. <ul><li>‘ When everyday movements seem impossible’ </li></ul>1 Ointment for back ache Voltaren Emulgel:
  7. 7. What a Consumer Insight is <ul><li>It’s data about the target </li></ul>It’s a single knowledge about the target that has particular efficacy when applied in the relationship with him 2 I think… Most people think…
  8. 8. Four properties of the Insight: <ul><li>I. Deep </li></ul><ul><li>II. Original </li></ul><ul><li>III. Base of your communication </li></ul><ul><li>IV. Specific for your target </li></ul>3
  9. 9. Deep <ul><li>Hit the deepest part of consumers’ heart </li></ul><ul><li>Forget extreme-tones communication and create messages that can resonate with consumer </li></ul>3
  10. 10. <ul><li>Five levels of depth of the insight: </li></ul>‘ If you don’t lick your fingers, you’ll halve the pleasure’ <ul><ul><li>Aestetic: gestures or symbols that are shared among the target </li></ul></ul>3 <ul><ul><li>Fonzies chips: </li></ul></ul>CONSUMER INSIGHT: the act of licking one’s finger while eating chips
  11. 11. <ul><ul><li>2. Everyday problems (see Voltaren Emulgel above) </li></ul></ul><ul><ul><li>3. Beliefs and Attitudes: </li></ul></ul>Goldstar beer: ‘ Thank God you’re a man’
  12. 12. <ul><ul><li>4. Emotions and Sensations </li></ul></ul>AXN (a TV channel for action film): “ Relax if you can” CONSUMER INSIGHT: the warmth of the wanted emotions doesn’t permit to sit comfortably
  13. 13. 5. Social or Individual Self (own Identity) <ul><li>Consumer insight: the memory of the DDR </li></ul>www.osthits.de www.ostprodukte.de www.ampelmann.com “ Trabi Duft”: l’ eau de Trabant The ‘Ostprodukte’: The deepest level
  14. 14. Original <ul><li>Communication is a tool to differentiate from competitors (Jack Trout) </li></ul>3 Original consumer insight will draw original massages
  15. 15. <ul><li>Clothes detergent Tide: ‘Because you are what you wear’ </li></ul>
  16. 16. Base of your communication <ul><li>the core of the message (not a peripheral aspect) </li></ul><ul><ul><li>or better… </li></ul></ul><ul><li>the core of the relationship (= every massage) </li></ul>3 Consumer insight must be:
  17. 17. Specific <ul><li>Make appeal to the sense of belonging to a specific sub-culture </li></ul>3 Play Station 2: “ Sleepless nights” … playing Play Station and the next day can’t hide the reddening of the eyes
  18. 18. The benchmark of Consumer insight 4 How being 42 y.o. and still working as a trainee?
  19. 19. <ul><li>Depth : Time and career are the most precious values in business </li></ul><ul><li>Originality : It’s the first brand that used this insight </li></ul><ul><li>It’s the core of this advertisement </li></ul><ul><li>Specific for only businessmen </li></ul>Insight: “Talent in business is to get on early ” 4
  20. 20. Application in Unconventional Adv Insight: Socio-economic facts are interconnected and their balance is unstable 5
  21. 21. <ul><li>More than 30,000 users in the target district </li></ul><ul><li>More than 6,000 daily users </li></ul>Applications in creating Social network 6 A social network which name is the name of a very small district in Italy A big success! But Why?
  22. 22. The target: <ul><li>Small (8 towns, the biggest 27,000 inhabitants) </li></ul><ul><li>Identity not much known outside </li></ul><ul><li>Threatened by a strong immigration </li></ul>Functions <ul><li>Meeting people on-line (chat, blogs, profiles, photosharing) both off-line (parties) </li></ul><ul><li>Promote the district (pages about the towns, use of dialect) </li></ul>6 There’s an Insight! The social identity
  23. 23. Conclusion <ul><li>The use of a good Consumer Insight (see the 4 properties) can make a communication really effective </li></ul><ul><li>This is true for every kind of communication, with every media (print, ambient, Internet sites…) </li></ul>
  24. 24. <ul><li>Thank you for the attention. </li></ul>Any questions?

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