How advertisers reconnect with consumers @ Famous BBQ event 2011

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In the current consumer climate, a brand can no longer buy attention or authenticity. One has to earn it. If brands do not want to run the risk of losing their significance or their relevance, they must gain a better insight into their consumers' environment and not simply examine the products they purchase. The key to gaining the consumer's trust is to build a long-term, organic relationship, one that will give you a better insight into his daily hustle and bustle and help you gain a better understanding of customer needs.

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How advertisers reconnect with consumers @ Famous BBQ event 2011

  1. 1. //re-Humanizemarketing
  2. 2. Domino’s pizza case
  3. 3. QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
  4. 4. How social media could be more social• Read instead of write• Ask for feedback (rather than wait)• People (staff) instead of company
  5. 5. Thank YOU Hannes Willaert for the slidedeck design
  6. 6. Remember: • Authenticity = raison d’être • We all <3 a human approach • Re-humanize marketing communications by listening to real human & emotional consumers • Consequence: LT engagement
  7. 7. Real or fake?interactiemomentje www.howcoolbrandsstayhot.com
  8. 8. ABRANDNEWWORLD MarcFauconnier
  9. 9. 1+1+1 OPENCONSUMERS BRANDS CONSUMER COMMUNITIES
  10. 10. ADVERTISING ISMORE ABOUTBONDING THEBRAND THANABOUT
  11. 11. AN ACTIVE ROLEFORCONSUMERS INOUR
  12. 12. BEYOND CLASSICMARKETRESEARCH
  13. 13. EVERYBODYFAMOUS
  14. 14. THE FIRST CO- INSPIRATIONPLATFORM INADVERTISING
  15. 15. HOW DO YOU LIVEPRODUCTS,BRANDS,MEDIA?
  16. 16. DO YOU BELIEVEWHAT WE TELL
  17. 17. WOULD YOU PASSONOUR IDEAS ?
  18. 18. “IT ISN’T THECONSUMERS’ JOBTO KNOW WHATTHEY WANT”
  19. 19. FROM A BIGTO A SMALLBLACK BOX
  20. 20. GETTINGORGANIZED
  21. 21. INPUT
  22. 22. OUTPUTINTERACTION
  23. 23. THIS, THEN, IS THETEST WE MUST SETFOR OURSELVES: NOTTO MARCH ALONE BUTTO MARCH IN SUCH AWAY THAT OTHERSWILL WISH TO JOIN US.
  24. 24. THANK YOUMARC FAUCONNIERmarc.fauconnier@famous.be@MarcFauconnierFOLLOW FAMOUS ON TWITTER@famousbrussels
  25. 25. Everybody Famous, a co-inspiration platformTom De Ruyck, Head of Research Communities, InSites Consulting @tomderuyck #mroc
  26. 26. It is time to re-invent advertising (research)! Because power has shifted to the consumer.© InSites Consulting
  27. 27. Get used to it and understand how to lead instead of how to control.© InSites Consulting
  28. 28. [client logo] Bringing ‘real people and their real stories & emotions’ into the ‘creative space’.© InSites Consulting InSites Consulting beliefs - © 2010 90
  29. 29. A community at the core of a new generation agency.© InSites Consulting Always-on research & connection with consumers.
  30. 30. 150 30 WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.© InSites Consulting
  31. 31. [client logo] i•den•ti•fi•ca•tion [ahy-den-tuh-fi-key-shuhn,] noun The convergence of brands values with that of the person, and the degree to which the brand is regarded as having personal relevance. Typically represented by concentric circles moving closer. You Brand WHO? What is connecting community members? Importance of brand and/or topic involvement.© InSites Consulting InSites Consulting beliefs - © 2010 93
  32. 32. [client logo] WHAT? Commitment from community members. Meet & greet, taking them on a guided tour, giving back.© InSites Consulting InSites Consulting beliefs - © 2010 94
  33. 33. [client logo] The story Equilibrium WHAT? Creating an experience is hard work. Creating the right mix.© InSites Consulting InSites Consulting beliefs - © 2010 95
  34. 34. Pictures Pictures© InSites Consulting Connecting with B&J brand lovers 99
  35. 35. HOW? Give back.Let them feel that they are part of the team!
  36. 36. [client logo] Create engaging experiences that inspire and are worth sharing @tomderuyck© InSites Consulting InSites Consulting beliefs - © 2010 103

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