This document discusses different levels of customer insight and provides examples. It defines three levels of insight:
1) Functional Need - Insights at this level can be used to develop or refine products and services to meet basic consumer needs.
2) Emotional Need - At this level, insights are used to create memories and experiences that build emotional connections to the brand.
3) Aspirational Need - The highest level, insights at this level help brands build relationships where the customer sees the brand as part of their identity.
The document then outlines a five step process for exploring insights: collecting information, connecting observations, clustering insights, crafting the key insight, and applying insights to marketing strategy and mix elements like branding,
Young Marketers Elite 3 - Assignment 3.1 - Nhóm 3 - Thanh An, Đức Hiệp, Ái LâmĐức Hiệp Lương
1. Có bao nhiêu level của consumer insight? Cho ví dụ trên 1 brand cụ thể tại trị trường Việt Nam (Eliter sẽ cần phải có 3 ví dụ & cần đào sâu hơn các level của consumer insight) (20%)
2. Đâu là phương pháp tìm ra consumer insight? Thế nào là 1 good insight cho brand idea & advertising idea? Cho ví dụ cụ thể cho phần phương pháp & good insight. (30%)
3. Trong marketing process, consumer insight được ứng dụng ở những đâu? Cho ví dụ trên 1 brand cụ thể tại thị trường Việt Nam (câu hỏi chỉ dành cho Eliter) (50%)
Young Marketers Elite 3_Assignment 14_Brand Communication Part 5honvongphu
Nhóm cho assignment 14.1 nhé:
Nhóm 1: Phuc Hau + Dinh Giang + Thien Van + Van Hien
Nhóm 2: Ngoc Khanh + Nhat Minh + Ky Vy + Thanh Vy
Nhóm 3: Minh Quang + Duc Hiep + Thanh Thuy + Tuong Vy + Thanh An
Nhóm 4: Truong Liem + Ai Lam + Minh Thong + Khanh Thy + Hong Phong
Tuần này Elite program dành tặng 2 suất dự thính cho các young marketer hoàn tất phần assignment như bên dưới trong 3 slide nội dung PDF gửi về contact@youngmarketers.vn trước 22:00 thứ 5, ngày 12/5:
1 - Thế nào là Brand Idea, Brand Communications Big Idea, Advertising Big Idea? Cho ví dụ trên cùng 1 thương hiệu. (30%)
Câu hỏi dành riêng cho Eliter:
2 - Thế nào Insight Platform? Insight Platform cho Brand Idea, Brand Communications Big Idea, Advertising Big Idea có khác nhau không, nếu khác thì khác nhau như thế nào? Cho ví dụ cụ thể (45%).
3 - Các tiêu chí để đánh giá Advertising Big Idea? Cho ví dụ (25%).
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
Young Marketers Elite 3_Assignment 20.1 - PRhonvongphu
Tuần này anh sẽ handle PR Session. Bên dưới là bài tập & nhóm nhé.
1. Liệt kê giúp anh 30 popular PR tactics với định nghĩa cụ thể từng tactic. (30%)
2. Liệt kê những metrics để đánh giá hiệu quả của PR campaign. (25%)
3. Định nghĩa thế nào là PR Stunt. Cho 3 ví dụ. (45%)
DS Nhóm:
Nhóm 1: Đình Giang + Thiên Vân + Thanh Vy + Văn Hiển
Nhóm 2: Hồng Phong + Khánh Thy + Minh Thông + Tường Vy
Nhóm 3: Hậu Huỳnh + Trường Liêm + Ngọc Khánh + Đức Hiệp
Nhóm 4: Nhật Minh + Thanh Thùy + Thanh An + Ái Lâm + Kỳ Vỹ
Young Marketers Elite 3 - Assignment 3.1 - Nhóm 3 - Thanh An, Đức Hiệp, Ái LâmĐức Hiệp Lương
1. Có bao nhiêu level của consumer insight? Cho ví dụ trên 1 brand cụ thể tại trị trường Việt Nam (Eliter sẽ cần phải có 3 ví dụ & cần đào sâu hơn các level của consumer insight) (20%)
2. Đâu là phương pháp tìm ra consumer insight? Thế nào là 1 good insight cho brand idea & advertising idea? Cho ví dụ cụ thể cho phần phương pháp & good insight. (30%)
3. Trong marketing process, consumer insight được ứng dụng ở những đâu? Cho ví dụ trên 1 brand cụ thể tại thị trường Việt Nam (câu hỏi chỉ dành cho Eliter) (50%)
Young Marketers Elite 3_Assignment 14_Brand Communication Part 5honvongphu
Nhóm cho assignment 14.1 nhé:
Nhóm 1: Phuc Hau + Dinh Giang + Thien Van + Van Hien
Nhóm 2: Ngoc Khanh + Nhat Minh + Ky Vy + Thanh Vy
Nhóm 3: Minh Quang + Duc Hiep + Thanh Thuy + Tuong Vy + Thanh An
Nhóm 4: Truong Liem + Ai Lam + Minh Thong + Khanh Thy + Hong Phong
Tuần này Elite program dành tặng 2 suất dự thính cho các young marketer hoàn tất phần assignment như bên dưới trong 3 slide nội dung PDF gửi về contact@youngmarketers.vn trước 22:00 thứ 5, ngày 12/5:
1 - Thế nào là Brand Idea, Brand Communications Big Idea, Advertising Big Idea? Cho ví dụ trên cùng 1 thương hiệu. (30%)
Câu hỏi dành riêng cho Eliter:
2 - Thế nào Insight Platform? Insight Platform cho Brand Idea, Brand Communications Big Idea, Advertising Big Idea có khác nhau không, nếu khác thì khác nhau như thế nào? Cho ví dụ cụ thể (45%).
3 - Các tiêu chí để đánh giá Advertising Big Idea? Cho ví dụ (25%).
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
Young Marketers Elite 3_Assignment 20.1 - PRhonvongphu
Tuần này anh sẽ handle PR Session. Bên dưới là bài tập & nhóm nhé.
1. Liệt kê giúp anh 30 popular PR tactics với định nghĩa cụ thể từng tactic. (30%)
2. Liệt kê những metrics để đánh giá hiệu quả của PR campaign. (25%)
3. Định nghĩa thế nào là PR Stunt. Cho 3 ví dụ. (45%)
DS Nhóm:
Nhóm 1: Đình Giang + Thiên Vân + Thanh Vy + Văn Hiển
Nhóm 2: Hồng Phong + Khánh Thy + Minh Thông + Tường Vy
Nhóm 3: Hậu Huỳnh + Trường Liêm + Ngọc Khánh + Đức Hiệp
Nhóm 4: Nhật Minh + Thanh Thùy + Thanh An + Ái Lâm + Kỳ Vỹ
Word-of-Mouth a Must-Have Marketing Strategy: Connecting the Cool Kids, Mill...Elizabeth Quintanilla, MBA
Word-of-Mouth a Must-Have Marketing Strategy: Connecting the Cool Kids, Millenials, & more! Presented at the Cornerstone Credit Union League Conference - focus is on marketing execution and word-of-mouth marketing.
Want the next Coolest Marketing strategy to Engage Your Customers and their friends? This discussion will focus on the important elements in developing and launching a successful word-of-mouth campaign. This is a strategic tool for raising the awareness of your product, brand and PR in your marketing strategy. Our expert will provide 5 proven concepts for list building, increasing reads, conversions, and movement through the sales pipeline.
Brand personality is a set of human characteristics associated with a brand.
From the consumer’s point of view brand personality offer them a touch point that gives them the opportunity to connect with the brand on an emotional level. From a company’s point of view brand personality offers a host of benefits: it differentiates the brand, makes it more memorable, creates message consistency across all channels and it offers a vehicle for creating engaging brand messages.
In this presentation we explore some of the reasons why brand personality is so important in today's competitive environment, what brand personality is and some of the many ways to capture that personality visually.
Resilience is essential for success in challenging times, and the BIG Buzz Oxfordshire Breakfast Briefing provided valuable insights. Lenah Oduor explored the five pillars of growth for a life-centered business, while Andy Bedwell shared tips on building and maintaining momentum. Emma Georgiou focused on building personal resilience for improved performance, and Andy Lambert shared strategies to harness the transformative power of social media. Delegates gained practical knowledge on enhancing customer experiences, staying motivated, and adapting to change, and now you can too!
How do certain companies offer outstanding customer support in the current digital environment? In these slides we explore what the best companies do to foster a "Culture of Outstanding Support." Although we're experiencing an overall decline in customer service, companies today can focus on service as part of their branding to stand apart from the competition and increase loyalty. We go over everything from strategy and management to specific tactics to outshine your competition in any industry.
Young Marketers Elite 3 - Assignment 2.1 - Nhóm 2 - Giang, Minh, Thy
1. Thế nào là need states? Cái gì gọi là Maslow needs? Cho ví dụ về brand đáp ứng nhu cầu của consumer trên từng level của Maslow needs. Về thương hiệu, có thương hiệu nào theo thời gian đáp ứng consumer những nhu cầu ở các level khác nhau của Maslow hay không - nếu có, cho ví dụ & thông tin để chứng minh. (40%)
2. Thế nào là need, thế nào là want? Cho ví dụ. Theo bạn, 1 thương hiệu sẽ đáp ứng consumer need hay want, tại sao?
3. Chỉ dành cho Eliters: Thế nào là secret needs, habitual needs, intuitive needs, un-anticipated needs, unconscious needs? Cho ví dụ (20%)
4. Thế nào là functional benefits, emotional benefits của 1 thương hiệu với consumer? Emotional benefits và functional benefits có liên quan đến nhau hay không? Cho ví dụ (20%)
Holly Hoffman, cofounder of Neovia Solutions, discusses the importance of content creation in social media marketing, as well as tips for maintaining consistency, having fun, and generating leads and sales. This presentation was given at the Social Network Bootcamp with SCORE Corpus Christi at Del Mar SBDC on October 25, 2011.
Delivering a Personal Branding Workshop for Sr HR Leaders and C Suite. One thing is for sure most people make cardinal mistake of copying each other rather than discovering their own true north.
Why you should do things that won’t scale the dark funnel case studyNemanja Zivkovic
DARK FUNNEL. Let's dive in.
Marketers have long been encouraged to believe that they can precisely monitor the customer journey online thanks to the digital sales environment.
However, the truth is that much of the customer journey continues to take place offline, and even online activities rarely follow a linear path.
The customer journey is complex, with elements that aren’t immediately obvious.
These hidden elements are what we refer to as the dark funnel in the online environment.
As you probably noticed, marketers are facing a difficult challenge in identifying a clear path to purchase due to this twisting and complicated process that can’t be easily tracked.
No more can they map the journey from need, to awareness, to consideration, to purchase — if they ever even could.
The existence of those hidden elements is the reason why you should do things that won’t scale.
And this is where we start talking about the dark funnel.
So if the dark funnel is designed to help you better understand how customers behave, how can it be a useful part of your marketing strategy?
Take a look:
✅ It’s not about knowing where customers are — it’s about understanding why they’re there
✅ It helps you define why you should do something and what to do
✅ It helps you understand how things change over time
As you can see, the Dark Funnel is not a new tactic or something designed to replace traditional analytics.
It’s an additional lens through which marketers can view and understand their customers.
This extra insight into customer behaviors and motivations can help you make more effective decisions in terms of strategy, messaging, and content creation.
I'll extend on this and get into details on a webinar called "Why You Should Do Things That Won’t Scale: The Dark Funnel Case Study"
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. Insight is a penetrating understanding which provide hook or clues that lead to brand building opportunities
WHAT IS INSIGHT
To decide which level of insight should be used, we must define where is the category and where is the customer
LEVEL OF INSIGHT
Functional Need
Emotional Need
Aspirational Need
At this level, customer insights can be used to create memories and
built into their life, make customer become outspoken fan
At this level, Brand create a great experience for them, function need
will be replaced by emotion , consumer feel emotion with brand.
At this level, customer insights can be used to develop or refine products, services, or
pricing. Serve the basic need of consumer
Diana
Functional need: I need a product that help me overcome
the uncomfortable on the reds day
Emotional need: When I am on the red days, I feel
uncomfortable and lack of confidence to do anything .
Aspirational need: I not happy as being a girl, especially on
the red days I feel being a girl is a burden
Functional need: Only the Vietnamese people Shared a bowl
of sauce, but sometimes still have to own sauce because each
person's taste"
Emotional need: With Insight: “Mom can't replace the pass this
exam. The only thing parents can do is to cook the delicious
meals with all one's heart. That is the most delicious meal on
lifetime” Nam ngư góp 1 phần nhỏ bé, hỗ trợ người mẹ có thể
chăm sóc con bằng những bữa cơm do chính tay mẹ nấu.
https://www.youtube.com/watch?v=OqV0M8LGuvE
Example:
Chinsu Nam Ngư
Functional: Calling a taxi takes a lot of time and using taxi
also causes a lots money. I'm in need of a way to use taxi
at low price and do not need to wait a long time
Emotional: Using famous brand car is a clear signal to
others that I'm successful. But finance factors do not
allow me to do so. I'm in need of a way to use famous
brand car at low price.
Uber taxi
3. 5 ANGLES OF
CONSUMER INSIGHTAesthetic-gestures or
symbols that are shared
among the target.
------------------------------------------------
Microsoft Lumia 540
YOLO Selfie
Insight: As a young adolescent, I
am dynamic and always want to
experience new things – YOLO
(You Only Live Once) is the motto
of my life.
Everyday Problems
------------------------------------------------
Xích Thố Vương
Insight: Because of the burden of
age, I was no longer maintain my
ability in sexual life, which caused
very bad effects on my married life as
I disappointed my wife.
2
Beliefs and Attitudes
--------------------------------------------
https://www.youtube.com/watch?v=j
U-cori12KU
IKEA – Lamp Commercial
Insight: If an item stick with me for a
long time, I will feel like it become
human, which has feelings and
thoughts. Therefore, I could not bear
to throw it away through it was old
and damaged.
3
Emotions and Sensations
-----------------------------------------
http://goo.gl/tr2YQg
ESPN – Couch print-ads
Insight: Every time I turn on the ESPN
channel, it seems like I can not leave my
couch because the sport programs are
just so attractive, it feels like I can just sit
there and watch them all day, every day.
Social or Individual Self
----------------------------------------------
https://www.youtube.com/watch?v=
WYP9AGtLvRg
Nike – Find your greatness
Insight: I want to have greatness
but I think that greatness is an innate
gift only for few individuals, I do not
know that I also have the ability to
achieve it as anyone can find their
greatness.
1
5
https://www.youtube.com/watch?v=LttxzlmsOqU
https://www.youtube.com/watch?v=0ya
881RU_Uk
4
4. STEP TO EXPLORE INSIGHT
Define target
consumer Get information Understanding Insight
The group of target
consumer that brand
can affect the most
About what
people think and
do
Why they do what
they do → dig deeper
to an observation to
truly understand the
consumer
Combine category
truth , product
truth, consumer
truth
The Youth in China
Conlect
Craft
Millions of Chinese across a broad age
know about the TV series “ The Monkey
King “. The Monkey King series with Zhang
became an important part of people's
personal history, a powerful symbol of
their youth and cultural identity
The Monkey King
naturally embodies the
qualities youth and
irreverence in them.
As a China adolescent, I has the
spirit of The Monkey King, which
is a symbol of youth and
irreverence. Since 2016 is the
year of Monkey, I want to
celebrate it as well as celebrate
the youth at New Year Eve.
Example : Monkey King'
Family - Pepsi Cola
https://www.youtube.com/
watch?v=p2kZrvYf6ko
HOW A
GOOD
INSIGHT
LOOK LIKE
Connect
Craft
Fundamental truth
Category specific
Deep emotional drivers
Personal
Longterm brand advantage
and substainable
Fundamental truth
Category specific
Deep emotional drivers
Personal
Brand advantage in social context
For Brand idea For Advertising idea
Ex: Zona jobs
https://www.youtube.com/wat
ch?v=cQMFyJ3FRGQ
Since I hate my job, I always
find excuses to get a day-off
because I just can not stand
the thought of working all day
long with the job I do not love.
Ex: Internship.edu.vn
As a student about to graduate, I always look
for internship programs that best suite my
ability and career path. However, looking for
them on normal recruitment website take a lot
of time and effort since the amount of
internship programs displayed on those
website is very small. I’m in need of a
recruitment website, which are exclusive for
internship programs.
5. I.COLLECT
Be them: try to see things through our consumers’ eyes
We need to look at the categories from the consumer’s perspective, not from the marketer’s
point of view to gain better observations that can lead to great insights.
Ex: Over time, our teeth become less white and we do not smile as much as before
Take a deeper look at
what we know, find
new observations and
understanding
With them: we spend time with them in their daily life
There are some interesting things that can only be observed not by asking consumers
Ex: Though consumers brush their teeth daily but they sometimes still suffer from toothache,
they do not say this to us because they think that we will perceive them as the one who don’t
know how to take care of him/herself
About them: we ask others about them
Ex: Young adolescent don’t talk much or keep a distance while talking to the one they like
because of their bad breath
6. II.CONNECT
Link and group similar
observations to get the
big picture
Step 1: Display learnings
We will write down our key learnings in a notes then display them on the large space, like a wall
Step 2: Connect observations to find early insight
We will take the most revealing observations and group them with similar ones – As a result, we
will get some groups of observations that appear a lots. For each group, we will try to dig deeper
by asking “Why?” to find the insights underpin them – These are our early insights.
Ex: From those 3 observations we collect, we keep asking “why?” and get some early insights:
1. Over time, my teeth become less white than before, which really annoys me as It makes me
lose my confidence. Tooth paste just help me to clean my teeth so I’m in need of a tooth paste
that can whiten my teeth as well.
2. Tooth paste help me to clean my teeth but it seems not enough –
I sometimes still suffer from toothache so I’m in need of a tooth paste that not only can clean my
teeth but also help me to have strong teeth
3. Tooth paste is good for cleaning teeth but it doesn’t get rid of my bad breath, which effects my
confidence a lots – and since I’m not confident, I can not talk or come close to the one I like.
7. III.CRAFT
Insight clustering &
crafting
This is the time we choose and sharpen our winning insight – Inspired by the insight
clusters, we headline and write a sentence that describes the nub of the insight.
-> To choose the best insight, we should ask 6 questions
- Different: Is it something our competitors haven’t used?
- New: Is it something consumers haven’t heard ? (at least from us)
- Deeper: Is it deep enough to touch consumers’ real need/want that explain their thoughts
and actions?
- Tension: Does it include the problem or desire that consumers need help with?
- Sweet spot: Is it something that our brand/product can solve well?
- Actionable: Does it enable us to create new ideas and possibilities for marketing mix?
- Ex: When I have bad breath, I don’t have the confident to talk and come close to the one
I like. I need a tooth paste, which can help me to get rid of my bad breath.
Close-up - Tự tin đến gần nhau hơn
8. Capture value from
customers to create
profits and customer
equity
Marketing Process = R+STP+MM+CRM
R
Research
Under standing the
marketplace and
Customer Needs
Segment, Target,
Positioning
Design a customer –
Driven marketing
Strategy
Marketing Mix
Construct an
integrated marketing
program that deliver
superior value
Build profitable
relationship and create
customer delight
STP MM CRM
Needs
Wants
Demands
Who will we serve???
How will we be
different?
Product
Price
Place
Promotion
Are you actually
create value?
Are our customer
satisfied?
Customer Lifetime
Value
Share of customer
Customer Equity
Create value for customers and build customer ralationships
Capture value from
customer relationships
Customer Insight can be applied on most of the steps in the process of Marketing (STP+MM+CRM) except step research. Because marketing is derived
from the customer, to service the customer and because Research to find out customer insight (Research Insight) to solve business problems,
follow 5 kinds of insight into business solutions
Customer Relationship
Management
• Insight for BRAND
POSITIONING
• Insight for PORTFOLIO
PLANNING
• Insight for BRAND
INNOVATION
• Insight for BRAND
COMMUNICATION
• Insight for BRAND
ACTIVATION
INSIGHT IN MARKETING PROCESS
9. Capture value from
customers to create
profits and customer
equity
Marketing Process = R+STP+MM+CRM
Research
Under standing the
marketplace and
Customer Needs
Segment, Target,
Positioning
Design a customer –
Driven marketing
Strategy
Marketing Mix
Construct an
integrated marketing
program that deliver
superior value
Build profitable
relationship and create
customer delight
STP
MM
Customer Relationship
Management
CRM
R Insight: “Girl and junk food are 2 things that go along with each other as girls are very fond of junk food”.
Ô mai Hồng Lam - products to meet the needs “junk food” of women.
Insight: "Gift giving is a beauty in the culture of Vietnam, the gift remains in the heart, not at its value. And giving gifts
is the first step in starting a conversation”
Ô mai Hồng Lam- with Positoning: “Tinh hoa quà Việt”
Portfolio planning : Gift Product line: Ô mai, mứt tết truyền thống, chè. With core product: Ô mai
Insight: I want a product not only contains features of traditional folk gift but also still ensure convenient aesthetics as
and still fit in with the trend of the times”
Ô mai Hồng Lam has refres itself from product packaging, logo and also the slogan the gift of God. The customer not
just buy sour, spicy, they bought the soul essence of a culinary Vietnam
Insight: “Youth is now the trip, go to immerse yourself in nature, to conquer new land”
Ô mai Hong Lam launch campaign "the way we go" with desire, Hong Lam will become intimate companions of you in
the journey to discover the value of life. On the route to the Bắc Kạn (the region produces material of Ô mai Hồng Lam
for young people walking and felt the delicious fruit and cleanest of Hong Lam- what created “Tinh hoa quà Việt”
10. Capture value from
customers to create
profits and
customer equity
Research
Under standing the
marketplace and
Customer Needs
Segment, Target,
Positioning
Design a customer –
Driven marketing
Strategy
Marketing Mix
Construct an
integrated marketing
program that deliver
superior value
Build profitable
relationship and create
customer delight
STP
MM
Customer Relationship
Management
CRM
R
In Hanoi, there are 2 shopping mall segment
1. Senior shopping mall. Serving customers with high income. However, the revenue of these malls often comes from cinema,
discount shopping. The high-income customers often purchase from abroad, which leads to their current unsuccessful status
2. Shopping mall as Big C with positioning "Giá rẻ cho mọi nhà" associated with cheap products, crowded, and less luxurious.
Target: group pretty average income
Positioning: Shopping Mall Japanese firt in Ha Noi with mid-range prices
With Consumer Insight: “As a person with infant, I would love my child be present during the occasion of family outings. But in public places
such as shopping mall, I usually feel shy when my child needs nappies changing or breastfeeding. I just want my child to experience the same
as my family and I want to be free from worrying about the problems of children in public places”
AEON Long Bien create “Baby Room” - spaces especially for mother and children: breastfeeding room and nappies
With consumer insight: “Japanese culture has came into the dreams of the young Vietnamese in a way that is very gently from the manga,
when we were a kids - we all like a characters in manga and want to become that characters as well as wonder whether they exist”
AEON created campaign “Diễu hành binh đoàn Pikachu” make customers feel the Japanese culture at AEON
AEON has chosen segment 1 between 2 segments- with the insight :“I want to shop and entertain in a place that is more beautiful
than Big C but not expensive as Vincom or Indo China”
Target: Average income customers
Positioning: Japan Shopping Mall with mid-range prices
11. Customer Insight application can be at most of the steps in the Marketing Process however only the most applications in CRM
because steps STP + MM is considered the backbone brandinglong term-strategies) usually only application is 1 customer insight
is the orientation for the entire operation. Customer Insight applications in step CRM but may have more Insight (short-style tactics) but
must serve the Strategic Customer Insight
Example:
Insight for Brand idea: Creator for the human rights violations nobody can be, one of which is the right to the pursuit of happiness. But in
the world there are many who they feel happy too far, while happiness is each individual's instincts, always associated with people from
when they are born
Global Positioning: Open Happiness
Insight: “Happiness is a nice surprise”
Coca cola launch campaign
"Happiness Truck“
https://www.youtube.com/watch?v=gfM9rIhxieU
“Happiness Bus”
https://www.youtube.com/watch?v=3x-rvhK-m1k
Insight: “Vietnamese are friendly, sociable but rarely reveal
the deep feelings with loved ones”
Coca-Cola launch campaign: “Trao cảm xúc, nhận hạnh phúc”
https://www.youtube.com/watch?v=ZMKzXmWxgNA
Make customer feel happy
R