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Make Love Not War


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Jason Dunstone\'s Adelaide Marketing Week August 2010 Presentation \'Getting to the Hearts of Consumers\'

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Make Love Not War

  1. 1. This report is provided for information purposes only. Except to the extent permitted by law, no part of this presentation / report may be reproduced, published, adapted, distributed, stored in a retrieval system, transmitted or communicated for any commercial purpose [including education or training] without the prior written approval of Square Holes Pty Ltd. Any reference to the research findings contained in this report should state 'Source: report on Make Love Not War Research [2010] by Squares Holes Pty Ltd<br />
  2. 2. 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 />
  3. 3. 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 />
  4. 4. Digital<br />Advertising<br />PR<br />Media<br />Sales<br />Research<br />etc…<br />
  5. 5. Are we so busy fighting our competitors we forget our consumers?<br />
  6. 6. Or, do we treat our consumerslike the enemy?<br />
  7. 7. Cheaper<br />Easier<br />Better<br />Free bit<br />Faster<br />Bigger<br />Friendlier<br />Stronger<br />
  8. 8. 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 />
  9. 9.<br />
  10. 10.<br />
  11. 11. When it comes to our life passions, the things we can’t live without, these are not rational, but highly emotional<br />
  12. 12.
  13. 13. The consumer isn't a moron, she is your wife<br />
  14. 14. To develop any true relationship, marketers need to get to the hearts of consumers rather thanbombarding their heads<br />
  15. 15.
  16. 16. 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 />
  18. 18. What do we love to doabove all else?<br />
  19. 19.
  20. 20. friends<br />family<br />passions<br />brands<br />
  21. 21. Only 5% love their workmates<br />Only 2% love their neighbours<br />
  22. 22. So, what are theTop 10 Loved Brands?<br />
  23. 23. Number 1?<br />
  24. 24.
  25. 25. Number 1?<br />Quality products / services<br />Strong brand awareness<br />Reality more than aspiration<br />Tried and true reliability<br />Integral to daily lives<br />
  26. 26. If you’re not relevant, you’re invisible<br />Are you talking to me?<br />
  27. 27.
  28. 28. If you’re not sincere, I can’t trust you<br />Don’t give me any bullshit!<br />
  29. 29.<br />
  30. 30.<br />
  31. 31.
  32. 32.
  33. 33. “But, love won’t pay the bills”<br />Or, will it?<br />
  34. 34. 75-90%+ will use next time70-90%+ will recommend60-90%+ would pay 20%+ more than competitors[or won’t rule it out]<br />
  35. 35.
  36. 36. It’s all about businesses sincerely fitting with consumers, not vice versa<br />
  37. 37. Basic needs“Something I can’t live without”Self indulgence“It’s about me”Family & friends“Something I share”<br />
  38. 38. And, speaking with the right tone<br />
  39. 39. JoyAttractionFondness<br />
  40. 40. But, there’s no ‘one-size fits all’<br />You need to get intimate with your consumers and understand them<br />
  41. 41.
  42. 42. When love goes wrong<br />
  43. 43. Swinging<br />Substance<br />People need people<br />Just words<br />Baggage <br />Trying too hard<br />
  44. 44. You can’t please everyone<br />Trying too hard<br />
  45. 45. You can’t please everyone<br />Trying too hard<br />
  46. 46. Too many bad relationships<br />Baggage <br />
  47. 47. So, what am I saying?How do you get to the heart of consumers?<br />
  48. 48. 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 />
  49. 49.<br />