The document discusses the importance of understanding and connecting with consumers emotionally in marketing, rather than treating them as mere competitors or rational decision-makers. It highlights that true consumer loyalty and brand love stem from sincere engagement and meaningful relationships. The aim is to foster a marketing ethos centered on love and respect, rather than manipulation or aggressive tactics.

1. Is this you?“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

2. expand into new marketsretain customersmaximise salesgrow market sharenew product developmentincrease brand awarenessbuild shareholder value

3. DigitalAdvertisingPRMediaSalesResearchetc…

4. Are we so busy fighting our competitors we forget our consumers?

5. Or, do we treat our consumerslike the enemy?

6. CheaperEasierBetterFree bitFasterBiggerFriendlierStronger

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?

8. When it comes to our life passions, the things we can’t live without, these are not rational, but highly emotional

10. The consumer isn't a moron, she is your wife

11. To develop any true relationship, marketers need to get to the hearts of consumers rather thanbombarding their heads

13. Mission“To explore the power of ‘love’ in marketing”Stage 3.National surveyN=1,00016+ year olds *Stage 2.In-home affinitydiscussionsStage 1.Ethnographic / SemioticInvestigation* Australia-wide representative sample – regional / metro, age, gender etc

14. Manifestations of LoveJOYOUS LOVEPASSIONATE ROMANCEPRIZED POSSESSION QUIRKY LOVEHAPPY LOVEUNIVERSAL LOVE PROTECTIVE LOVEFAMILY LOVECOMMITTED LOVEIDLYLLIC ROMANCE BENEVOLENT LOVEEPIC LOVEEmergingTraditional

15. What do we love to doabove all else?

16. friendsfamilypassionsbrands

17. Only 5% love their workmatesOnly 2% love their neighbours

18. So, what are theTop 10 Loved Brands?

20. If you’re not relevant, you’re invisibleAre you talking to me?

21. If you’re not sincere, I can’t trust youDon’t give me any bullshit!

24. “But, love won’t pay the bills”Or, will it?

25. 75-90%+ will use next time70-90%+ will recommend60-90%+ would pay 20%+ more than competitors[or won’t rule it out]

27. It’s all about businesses sincerely fitting with consumers, not vice versa

28. Basic needs“Something I can’t live without”Self indulgence“It’s about me”Family & friends“Something I share”

29. And, speaking with the right tone

30. JoyAttractionFondness

31. But, there’s no ‘one-size fits all’You need to get intimate with your consumers and understand them

32. When love goes wrong

33. SwingingSubstancePeople need peopleJust wordsBaggage Trying too hard

34. So, what am I saying?How do you get to the heart of consumers?

35. It’s not a marketing thing – it’s an ethos from the topIt’s about deeply and truly understanding consumersIt’s not manipulating or forcing consumersIt’s about investing in product development, then brandingIt’s not about treating consumers like morons, but with respectIt’s about consumer relevant marketing with no bullshitIt’s about a positive perspective on marketing – love not war

36. For more detailed informationcontact Square Holes www.squareholes.com