Tom de Ruyck, Head of Insight Activation Studios at InSites Consulting presents “Turning consumer insights into company-wide memes for Dorel Juvenile”

1. Turning consumer insights
into company-wide memes
for Dorel Juvenile
Tom De Ruyck
InSites Consulting
4 February, 2016
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016
#NewMR 2016 Sponsors

2. Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

3. INSIGHT IMPACT
OF THE GAME
IS THE NAME
20 talks with
marketers and
insights managers
MR Impact Research
survey with 185
marketers and insights
managers
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

4. TOWARDS CONSUMER
ON A MISSION
CENTRICITY
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

5. Meme |’mi:m/meem
An idea, behavior, or style that spreads from person to person within a culture*
#CARSEATCODE
We have a strong position in the baby & toddler car seat market.
However, the conversion on group 2/3 car seat is rather low.
Somehow, parents decide not to choose our car seats when their kids
grow older. Personal designs, safety reasons or convenience... What
influences parents when buying car seats and how can we improve
our position?
WIDESPREAD
UNDERSTANDING
DIFFUSIONAUGMENTATION
BEHAVIOR
CHANGE
* By Richard Dawkins, 1989, The Selfish Gene
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

6. THE DOREL STUDIO
BUILDING MEMES THROUGH
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

7. INSPIRATION WALL INSPIRATION TILE ADD NEW TILE
HOW IT WORKS
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

8. SOLVE PROBLEMS,
SOFTWARE DOESN’T
PEOPLE DO
#launchprogram
3/
INCREASE
REACH
2/
INSTALL
ROUTINES
1/
STRATEGIZE
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

9. 1/
STRATEGIZE
IDENTIFY YOUR
BUSINESS GOALS
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

10. 7
9
8
88
51
2/ INSTALL FIRST
#66days
#CARSEATCODE
2/
INSTALL
ROUTINES
ROUTINES
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

11. 3/ MEASURE, LEARN & BUILD
3/
INCREASE
REACH
NEW CAMPAIGNS
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

12. THE stats
33% USERS REGISTERED • 65% REPEAT USERS
56% 35% 28%
AFTER 2 MONTHS…
1,8 7,6 9:08
LIKING
USERS
POSTING
USERS
COMMENTING
USERS
VISITS PER
USER PER
WEEK
PAGES
PER VISIT
TIME SPEND
PER VISIT
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

13. THE EFFECT OF
POSITIVE DISRUPTION
Consumer feeling dropped
from 7.7 to 7.4
I know very well what products are
on the market for the category I
work for
#MARKETUNDERSTANDING
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

14. Information and personalization, two pending
themes that are always in our mind but require
refreshing. But the real challenge is change in
behavior. This will come back in our new
innovation projects!
FILLING OUR
BLIND SPOTS
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

15. BETTER IDEAS
OVER TIME
#outsidein
“The Studio made me think
deeper about some things, like
‘how can I pimp the customer
journey’? Now I’m always
looking if there is something
interesting to post on the
Studio. I always ask myself ‘is
this something I would like to
share with my colleagues?’”.
TIME (WEEKS)
QUALITYOFOUTPUT
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

16. WHAT’S NEXT?
#GLOBALCMI
#KEYMARKETWALLS
#SUSTAINABLEUSE
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

17. THANK YOU!
Tom De Ruyck, InSites Consulting
Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016

18. Turning consumer insights into company-wide memes for Dorel Juvenile
Tom De Ruyck, Belgium, Festival of NewMR 2016
Q & A
Ray Poynter
The Future Place
Tom De Ruyck
InSites Consulting
#NewMR 2016 Sponsors