Published on December 27, 2008
Seeing Things the Consumer’s Way AAAN LAIF Award Seminar October 3rd, 2007 By Bayo Adekanmbi
What do you see? NFHBQSGJFNGF EQB KJDS Guess and win N10,000 worth of MTN airtime
On consumer issues, we must always see beyond the veil…. NFHBQSGJFNGF EQB KJDS
Agenda The way we always want to see the consumer -Our current practice and key learning The truths they wont tell us The lies we often believe
..here comes C.K. Prahalad “The most basic change has been a shift in the role of the consumer – from isolated to connected, from unaware to informed, from passive to active . . .increasingly, consumers engage in the process of both defining and creating value” .
This is the verdict!!! You are intruding on their time and space You had better make it worth their while, and make them feel a part of it. Consumers are no longer prepared to be the passive recipients of your brand messaging. You may be in love with your brand, but that doesn't mean your consumers are.
Critical learning and consideration David Ogilvy
The consumer isn' a moron; she is your wife t Ogilvy
Consumers define brand A brand is a product which has earned a place in consumers’ lives through perception, experience, beliefs, feelings ....... until a relationship is built Theory of mental tenancy Kellogg School of Branding, 2006
Consumer Insight are windows not mirrors at the heart of a creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him. For if you know these things about (a) man you can touch him at the core of his being.” Bill Bernbach, the B in DDB
Examples Lollipop in Korea • Post –purchase fun or the variety of taste ATM for low-medium blue collar • Its fun to go to bank, it makes feel like a big man • Now with ATM, I don’t see any convenience but a way to avoid being feeling ashamed when withdrawing small money
The biggest question in marketing history
Who are we speaking to? the changing consumer Fads/ trends/behaviour (what he does?) or the unchanging man borderless and ageless universal human truth (who he is?)
Let’s navigate through man
Homo economicus? Just buy to meet his consumption needs Vs Homo psychologicus? Buying as an essential part of living
This is true! It took millions of years for man's instincts to develop. It will take millions more for them to even vary. It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own
The realities we must face So much research, very little insight Research addresses the present • Little or no trend morphing • No predictive modeling of future behaviour Articulated Customer Needs” – Needs that are recognized and communicated (stated) by customers Vs “Unarticulated Customer Needs” – Needs unrecognized by customers that – when recognized and satisfied – lead to products and services that delight them
Lie 1 Consumers Think in a Well-Reasoned or Rational, Linear Way “ If I had asked the public what they wanted they would have asked for a faster horse.” Henry Ford
Lie 2 Consumers Can Readily Explain Their Thinking and Behavior • 95% of thinking takes place in our unconscious minds • Instant Coffee in Housewives Shopping list – Haire’s Study • I don’t like the flavour or I am lazy • implicit beliefs that exist below our conscious awareness
Lie 3 Consumers Minds, Brains, Bodies ,Surrounding Culture and Society Can Be Adequately Studied Independently of One Another Consumers DO NOT live in the silo-like ways …find interaction BETWEEN the parts
Lie 4 Consumers Think in Words -No, consumers think in pictures and metaphors -ZMET Collage
e.g. of zehrs ZMET Collage Most Representative: High value, one-stop shopping for people on the go Friendly service Strong presence in Community Quality, healthy food Boring, daily errand Convenient, not just food Private and national brands, value Active, Celebration, Availability, costs priced suburban Family & Friends a bit more families
Lets explore a campaign based on consumer insight
Dove Real Beauty' campaign A London newspaper article trumpeted an underlying truth about the effort: It wasn't advertising; it was politics. This was no surprise to Dove's global brand director, Silvia Lagnado. Wanting to push the $2 billion brand further, she had commissioned the research showing that only 2% of women worldwide considered themselves beautiful. The team knew from the start its concept was politically charged, and was able to test it and refine it as they took it around the world.
Insight Most women don’t consider themselves beautiful Brand Point of view Real beauty comes from within.
…in conclusion 4 strategists were developing campaign themes for 4 competing insurance companies Strategist A comes up with the slogan, quot;Coverage from the cradle to the grave.quot; Strategist B tries to improve on that with, quot;Coverage from the womb to the tomb.quot; Not to be outdone, Strategist C comes up with, quot;From the sperm to the worm.quot; The fourth insurance Strategist really thought hard and finally came up with, quot;From the erection to the resurrection.quot; Which works best?- leave that to the consumers
Q&A Thank you
Bayo Adekanmbi (Brand Strategist, Marketing Analyst and Creative Planner) DMD DDB Lagos Email : firstname.lastname@example.org Phone : 08034001704 Blog: http://naijaq.blogspot.com
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