The Relevance Trap

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Information about The Relevance Trap
Business & Mgmt

Published on September 11, 2013

Author: nigel.rahimpour

Source: slideshare.net

Description

Marketing's over-reliance on consumer relevance has led to advertising uniformity. In such a world, it's more important to be different than to be relevant.

  THE  RELEVANCE  TRAP     By  Nigel  Rahimpour     Global  Planning  Director,  Saatchi  New  York  

Today,  Companies  Focus  On   Shareholder  Value  More  So     Than  Anything  Else.        

  To  Maximize  Share     Holder  Value,  Companies     Must  Grow  At  A  Higher  Speed.     The  Faster  The  Growth  Momentum,  The     Greater  The  Perceived  DifferenJal  Advantage,   Which  In  Turn  Makes  It  A  More  Appealing  Brand   To  Consumers  And  AOracJve  Stock  To  Investors.  

ESSENTIALLY,  IT  ALL  COMES  DOWN  TO…   DIFFFERENTIATION  

THE  PURPOSE  OF   DIFFERENTIATION   SHOULD  BE  CLEAR     TO  MARKETING.      

SHOULD!    

BUT  IT’S  THE   OPPOSITE!  

WHEREVER     YOU  LOOK…    

THE  SAME  BENEFITS  

SAME  REASONS  TO  BELIEVE  

SAME  STORIES  

SAME  RESEARCH  

SAME  PEOPLE  

SAME  INSIGHTS  

EVERYTHING  LIVES  OR   DIES  BY  WHAT  SHE  SAYS  

AN  INDUSTRY-­‐WIDE  OBSESSION   WITH  CONSUMER  RELEVANCE   Relevance   Differen-a-on  

MAYBE  DIFFERENTIATION  IS     MORE  IMPORTANT…   Relevance   Differen-a-on  

AFTER  ALL,  90%  OF  ADS  FAILED  TO  BE   REMEMBERED  IN  THE  U.S.  IN  2012     90%  out  of   $140  billion   down  the  tube!   Source:  Kantar  Media    

REALITY  MIGHT  BE  WORSE!   The  Average  City  Person  Is   Subjected  To  Over  1000  Ads  Per  Day    

HOW  MANY  ADS  DO  YOU  REMEMBER   FROM  YESTERDAY?  

  IF  YOU  ARE  LUCKY,  YOU  MIGHT  RECALL     3  ADS  :  1000  ADS  =  0.003  

It’s  Ironic  How  MarkeJng,     Which  Set  Out  To  Drive  DifferenJaJon,   Has  Returned  Brands  Back     To  Commodity  Status.  

“WHEN  YOU  ACT  LIKE  A  COMMODITY,   YOU’LL  BE  TREATED  LIKE  ONE”     Kevin  Roberts,  CEO  of  Saatchi  &  Saatchi    

YET,  DIFFERENTIATION  SHOULD   BE  SO  EASY…  

IT’S  WHAT  WE  DO  FROM  EARLY   CHILDHOOD  -­‐  DIFFERENTIATING   OURSELVES  FROM  OUR  ENVIRONMENT  

DIFFERENTIATION  IS  WHAT  OUR   BRAIN  REMEMBERS  

DIFFERENTIATION  DRIVES   CONVERSATION  

GIVEN  THE  BRAIN’S  NATURE  TO     COMPARTMENTALIZE  SIMILARITIES…   X   X   X   X   X   X   X   X   X   X   X  

DIFFERENTIATION  CAN  GIVE  BRANDS     AN  UNFAIR  MINDSHARE   X   X   X   X   X   X   X   X   X   X   X  

DIFFERENTIATION  LEADS  TO     BRAND  SALIENCY   BRAND  SALIENCY  =     THE  DEGREE  TO  WHICH  YOUR   BRAND  IS  REMEMBERED  IN  A   PURCHASE  SITUATION  

CLEARLY,  DIFFERENTIATION  IS  THE   MORE  EFFICIENT  MEDIA  STRATEGY     It  Works  For  You  Long  Ader  Your  Media  Plan  Stops.  

HOWEVER,  TO  BE  REMEMBERED  YOU   MUST  FIRST  UNDERSTAND  BASIC   HUMAN  COMMUNICATIONS  

BASIC  COMMUNICATIONS   ATTENTION   INTENT   PERSUASION  

BASIC  COMMUNICATIONS   ATTENTION   “Hello  Bartender”,  “Wink-­‐Wink”   INTENT   “A    Beer,  Please!”     PERSUASION   Good  Tip      

MOST  CLIENTS  FOCUS  ON…   ATTENTION   INTENT   PERSUASION  

WHICH  IS  WHY  OVER  90%   OF  ADS  FAIL   ATTENTION   INTENT   PERSUASION  

IN  FACT,  YOU  CAN’T  GET  TO  PERSUASION,   IF  YOU  DON’T  GET  ATTENTION   ATTENTION   INTENT   PERSUASION  

ATTENTION  IS  DRIVEN  BY   DIFFERENTIATION   ATTENTION   INTENT   PERSUASION  

WHICH  IS  WHY  YOU  NOTICE   AND  REMEMBER  THIS  

THIS  

AND  THIS   Cadbury’s  Schweppes  Gorilla  TVC  li[ed  sales  9%  across  the  franchise  

IN  A  WORLD  OF  ADVERTISING   SAMENESS,  IT’S  MORE  IMPORTANT   TO  BE  DIFFERENT  THAN     TO  BE  RIGHT!  

SEEMS  SO  BASIC,  RIGHT?  

YET,  THE  BIGGEST  BRANDS   DO  NOT  GET  THE  BASICS  

PEPSI  COPIED  COKE     FOR  30  YEARS…   NEVER  GROWING  ITS     MARKET  SHARE  

PEPSI’S  SUCCESS  CAME  WITH   DIFFERENTIATION…  AS  A  RESULT   COKE  CHANGED  ITS  FORMULA  

IRONICALLY,  NOW  IT’S  PEPSI     THAT  GETS  COPIED  

THE  INSANITY  CONTINUES  

MARKS  &  SPENCER  COPIES   VITAMIN  WATER  

KICKER  COPIES  KITKAT  

AND  THERE’S  MORE  

ACROSS  CATEGORIES  &  REGIONS  

ESCAPE  THE     RELEVANCE   TRAP  BY…  

GOING  BEYOND  COMMODIFIED   CONSUMER  RESEARCH  

UNDERSTAND  MACRO  CONTEXT!   Poli-cal   Economic   Cultural   Company   Environmental   Social   Technological  

DO  MULTILENS  RESEARCH   Brand  Insight   Channel  Insight   Overall  Market  Insight   Product  Insight   WHITE   SPACE   Consumer  Insight   Non-­‐User  Insight   Compe--on  Insight     Macro  Culture  Insight  

CHALLENGE  ASSUMPTIONS   Only  27%  of  respondents  expressed  a   posi-ve  a`tude  about  Porsche  drivers       …  yet  89%  agreed  “it  would  be  my  lucky   day”  if  given  a  chance  to  be  one    (Weeks  &  Williams  JM  2006)

REFRAME!  

REAL  DIFFERENTIATION…  

LIKE  THESE  GAME-­‐CHANGERS   Mini     Introduced  small     car  culture   Red  Bull   Started  the  energy     drink  category   Swatch   Turned  the  watch  into  a     fashion  accessory  

BE  AS  INTERESTING  AS  THE  TV  SHOWS   YOU’RE  INTERRUPTING     What’s  the   relevance  of  a   zombie  series   or  that  of  a   chemistry   teacher,   turned  meth   dealer,  turned   mobster?   NONE!  

 “BE  A  MAGNET,  NOT  A  MIRROR”  

AFTER  ALL  

SPECIAL  THANKS  TO:   Felicia  J.  Sanabria   David  Trok   Alex  Bragg   Nigel  Rahimpour   Global  Planning  Director   Saatchi  New  York     Nigel.Rahimpour@Gmail.com  

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