Love Reduced

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Reduced version of Jason Dunstone from Square Holes\' presentation at August 2010\'s Marketing Week in Adelaide, South Australia

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Love Reduced

  1. 1. Is this you?<br />“We shall fight on the beaches.We shall fight on the landing grounds.We shall fight in the fields and in the streets.We shall fight in the hills.We shall never surrender.”Winston Churchill4 June 1940<br />
  2. 2. expand into new markets<br />retain customers<br />maximise sales<br />grow market share<br />new product development<br />increase brand awareness<br />build shareholder value <br />
  3. 3. Digital<br />Advertising<br />PR<br />Media<br />Sales<br />Research<br />etc…<br />
  4. 4. Are we so busy fighting our competitors we forget our consumers?<br />
  5. 5. Or, do we treat our consumerslike the enemy?<br />
  6. 6. Cheaper<br />Easier<br />Better<br />Free bit<br />Faster<br />Bigger<br />Friendlier<br />Stronger<br />
  7. 7. Major issues, such as smoking, unhealthy eating or unsafe driving, are not rationally-based decisions. Why do many marketers assume that consumers make rational decisions?<br />
  8. 8. When it comes to our life passions, the things we can’t live without, these are not rational, but highly emotional<br />
  9. 9.
  10. 10. The consumer isn't a moron, she is your wife<br />
  11. 11. To develop any true relationship, marketers need to get to the hearts of consumers rather thanbombarding their heads<br />
  12. 12.
  13. 13. Mission<br />“To explore the power of ‘love’ in marketing”<br />Stage 3.National surveyN=1,000<br />16+ year olds *<br />Stage 2.In-home affinitydiscussions<br />Stage 1.<br />Ethnographic / SemioticInvestigation<br />* Australia-wide representative sample – regional / metro, age, gender etc<br />
  14. 14. Manifestations of Love<br />JOYOUS LOVE<br />PASSIONATE ROMANCE<br />PRIZED POSSESSION <br />QUIRKY LOVE<br />HAPPY LOVE<br />UNIVERSAL LOVE <br />PROTECTIVE LOVE<br />FAMILY LOVE<br />COMMITTED LOVE<br />IDLYLLIC ROMANCE <br />BENEVOLENT LOVE<br />EPIC LOVE<br />Emerging<br />Traditional<br />
  15. 15. What do we love to doabove all else?<br />
  16. 16. friends<br />family<br />passions<br />brands<br />
  17. 17. Only 5% love their workmates<br />Only 2% love their neighbours<br />
  18. 18. So, what are theTop 10 Loved Brands?<br />
  19. 19.
  20. 20. If you’re not relevant, you’re invisible<br />Are you talking to me?<br />
  21. 21. If you’re not sincere, I can’t trust you<br />Don’t give me any bullshit!<br />
  22. 22.
  23. 23.
  24. 24. “But, love won’t pay the bills”<br />Or, will it?<br />
  25. 25. 75-90%+ will use next time70-90%+ will recommend60-90%+ would pay 20%+ more than competitors[or won’t rule it out]<br />
  26. 26.
  27. 27. It’s all about businesses sincerely fitting with consumers, not vice versa<br />
  28. 28. Basic needs“Something I can’t live without”Self indulgence“It’s about me”Family & friends“Something I share”<br />
  29. 29. And, speaking with the right tone<br />
  30. 30. JoyAttractionFondness<br />
  31. 31. But, there’s no ‘one-size fits all’<br />You need to get intimate with your consumers and understand them<br />
  32. 32. When love goes wrong<br />
  33. 33. Swinging<br />Substance<br />People need people<br />Just words<br />Baggage <br />Trying too hard<br />
  34. 34. So, what am I saying?How do you get to the heart of consumers?<br />
  35. 35. It’s not a marketing thing – it’s an ethos from the top<br />It’s about deeply and truly understanding consumers<br />It’s not manipulating or forcing consumers<br />It’s about investing in product development, then branding<br />It’s not about treating consumers like morons, but with respect<br />It’s about consumer relevant marketing with no bullshit<br />It’s about a positive perspective on marketing – love not war<br />
  36. 36. For more detailed informationcontact Square Holes www.squareholes.com<br />

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