Slidedeck of our UK Smartees on connecting with Millennials a.k.a. Gen Y.

1. Nice to meet you!
Meet InSites Consulting
New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com

2. I’m Robert
I am 44 years, working in London,
living with the 3 boys &
2 women of my life. Experienced
researcher, passionate
Marketer (fellow at CIM J),
Managing Director UK &
healthcare industry and B2B
Marketing expert and
committed to help companies in
their quest to connect better with
their consumers.

3. Fact sheet
§ Spin-off of top-ranked business school
§ 15 years of experience and know-how
§ Pioneer and innovator in online methods
§ Covering any marketing domain
§ Fully independent
§ London, New York, Rotterdam, Ghent, Timisoara
§ 125 passionate employees
§ Proprietary research panel in +25 countries
§ Run research communities in +37 countries and
surveys in 60+
Awarded by ESOMAR I AMA I ARF I MRS I MOA I AMMA
Who we are

4. We want to
bring our clients
to the future first

5. Bringing
CONSUMERS IN THE
BOARDROOM
Company Consumer
Peer
n s
R&D & Innovatio
gues
Collea
g
Sales & Marketin Advo
cate
s
Market R
esearch
Judges
DIFFERENT STAKEHOLDERS CONSUMERS IN THEIR
INSIDE & OUTSIDE YOUR COMPANY VARIOUS ROLES

6. igital
Social Media Full portfolio d
Research
Communities
Listening &
Netnography METHODS
We allow participants to ENGAGE
with us anytime, anywhere (online,
Online Digital mobile, asynchronous methods…).
Group Engage
Surveys We make it fun for them to give
Discussions
more & better answers
(gamification, audio-visual cues,
design…). We empower them to be
co-researchers (crowd
1on1 interpretation, co-moderation…).
Consumer-led
Online
Ethnography
Interviews

7. Helping world leading brands
become locally relevant

8. Some of our UK customers
UK 2012

16. //Template 1
• Tekst

21. #146

23. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis

26. //Authenticity for
Generation Y
Real

27. Real

29. Real

35. //Template 1
• Tekst

36. //Template 1
• Tekst

42. Page 42

43. Page 43

44. Page 44

45. Page 45

46. Results
• The bank doubled its Gen Y customer base from 2011
• The daily rate of cards sale increased by 58% in the first 6
months from the launch (the double vs 2009)
• 12 times more ST loan approval procedures initiated than
weekly average 2010
• 10% more cross selling than in 2011

48. Page 48

50. strategy: engage – sell – build loyalty
Engage through their
Relevance passion for Music
Exclusive access
Trial through Youth products
Loyalty Capture more
everyday spend
Page 50

51. 4 key partners to deliver sustainable engagement
Exclusive experiences
Tier 1
Exclusive access
Tier 2
Exclusive content
Tier 3
Page 51

52. And enable constant social content and conversation
CALENDARIO
"YOUTH
PLATFORM"
2012 2013
Experiencia JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST
123 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Mastercard
30th
Hospitalities KEANE TBD TBD TBD TBD TBD
17th
Pocket
shows Leon
Larregui Paty
Cantu Moderatto
4th
College
shows Enjambre/Sofi
Enjambre/Sofi
Enjambre/Sofi
Enjambre/Sofi
Mayen Mayen Mayen Mayen
18th
VIP
Parties
Paty
Cantu Hello
Seahorse Panda Moderatto
Music
Lessons
with
an
artist Sofi
Mayen
y
Ha-­‐Ash Miró Benny
Attend
to
band
rehearsal Enjambre Sofi
Mayen Miró Zoé
Be
at
an
album
4th
recording Belinda Zoé
Be
Part
of
a
6th
Video Mike
Zanetti Enjambre Panda Los
Claxons
Interview
an
Artist
(Press
León
Larregui Eiza Belinda Enjambre
Conference)
Meet
&
Greets Paty
Cantu Miró Zoé
y
Zanetti
Backstage
Pases
in
Mexico
for
23rd
concert Ha-­‐ash Paty
Cantú Los
Claxons Mike
Zanetti
Travel
with
an
20th
artist Ha-­‐Ash Miró Enjambre Sofi
Mayen
Trip
to
concert
outside
Mexico
16th 9th
Coldplay Coldplay Evanescence TBD Nervo
Belinda
y
Zoé Panda,
Anahi,
Zanetti,
Memorabilia Moderatto,
Sofi
Mayen,
Paty
Cantu,
Miró
Enjambre,
PreSales KISS Smashing
Pumpkins
Giveaway
Tickets
16th 14th agosto
27,
2012
Maroon
5 Linkin
Park TBD Page 52

53. Breadth and variety of artists to establish
credibility among Youth
Belinda Enjambre Zanetti Panda Sofi Mayen Alex Syntek
Coldplay Eiza Moderatto Anahí Zoe
Hello seahorse Paty Cantú Miro Benny Ha-ash
Page 53

54. Variety of benefits activated to address different objectives
Experiences
Content/
Presales
with
ar2sts
downloads
Ticke2ng
Offers
Purchase Access w/o card Access w/o card Purchase Access w/ card
Access w/ card Access w/o card
Access w/ card
Page 54

55. Creating a dynamic social community
Page 55

56. Priceless Music launch event in Mexico City
to create buzz and momentum
4,000 university
student and 300
customers
experienced the
launch of Priceless
Music at an
exlusive concert
with Moderatto
Page 56

58. Real
① Stay true to your roots, but don’t shout
② Close is the new cool
③ Be transparent and respectful, listen (like
friends would do)

62. // I WILL NEVER FORGET THE DAY…
Extreme experience (e.g. When I was
Graduated skydiving, mount climbing) dumped by my
partner
Meeting the
love of my life
Becoming a Surprise
Death of a person
sport champion N = 40
close to me
Happiness
Anger
My first kiss N = 156 N = 13
Got my driving license
When I got in a
fight
Fear
Disgust
N = 30 N = 14
New school Discovered I had no
Sadness
real friends when I
N = 93
Moved needed them most
Encountered
aggression Was Being dumped by my
diagnosed with boy/girl friend
Parents got
a serious
divorced
illness
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,
Romania, Poland, Brazil, India, and China.

69. Happy
① Deliver gratifications, not just pleasures
② Don’t use negative emotions
③ Happiness is about connecting youth in a
playful way

72. I’m Maarten.
29 years old, born and raised in the
Dutch speaking part of Belgium,
moved over to London last year.
Working as a research manager for our
FMCG clients in the UK.
Passionate about fuzzy front end
innovation research, consumer
activation and youth marketing.
Committed to connect leading FMCG
brands with consumers to drive
growth.

73. Shared challenges to connect with Gen Y
#1 Be relevant
#2 Be where they are
#3 Engagement

74. They don’t like to
ONE-WAY TRAFFIC SURVEYS

75. They want to
COLLABORATE

76. As marketers

77. As researchers

79. re
Be where they a

82. Gamification
The process of us ing game thinking
and game mechanics to solve
problems and engage users
Background

83. Surveys

84. Explore

85. … it works!
85

86. Rethinking a digital strategy

88. Shared solutions to connect with Gen Y
Collaboration
Touchpoints
Gamification

89. Thank you!
Maarten Lagae, Research Manager
@maartenlagae
http://uk.linkedin.com/in/maartenlagae
+32 7817 108 250
maarten@insites-consulting.com
New York I Timisoara I London I Rotterdam I Ghent
151
Rosebery
Avenue
-­‐
4th
floor
I
EC1R
4AB
London
I
United
Kingdom
www.insites-consulting.com