5 truths about connecting with today's consumer
DESCRIPTION
A presentation I made during the Philippine Marketing Association National Congress on June 28, 2013TRANSCRIPT
Gino BorromeoVP/Chief Planning Officer
McCann Worldgroup Philippines
5 TRUTHS ABOUT MAKING A HUMAN CONNECTION WITH TODAY’S CONSUMER
An informed perspective aboutconnecting with today’s consumer
What we’ve learned across the McCann global network
What I’ve learned from planning for brands at the local, regional and global level
What has changed
TECHNOLOGY EMPOWERED CONSUMERSMEDIA + PLATFORMS
The canvass for brand creativityis more expansive than ever.
We can now create experiences, not just messages.
COMMUNITY CONVERSATION
BRAND STORY
SERVICES & UTILITIES
SHOPPING EXPERIENCE
PRODUCT EXPERIENCE
Advertising Video Digital
Apps Website
Retail E-Commerce
Packaging Innovation
Social/ PR
COFFEE LUXURY
In the midst of all this change, has anything stayed the same?
“Nothing is so powerful as an insight into human nature
- what compulsions drive a man, what instincts
dominate his action.
If you know these things about a man, you can touch
him at the core of his being.”
Bill Bernbach
What HAS NOT changed isthe importance of HUMANITY
CATEGORY
CONSUMER
CULTURE CONNECTIONS
COMPANY
TRUTH
Dynamics within the category and competitors
Consumer attitudes, values, behaviors
The brand, product or organization
Overarching cultural forces and context
How people use media and technology
Truth = A deep understanding of humanity
Truth = Effective and Creative
5 truths about making a human connection with consumers today
Truth #1: Be useful or helpful
The technology and platforms we haveavailable today allow us to create useful ideas,
not just disposable ones.
Over 50% of consumers around the world believe that mobile technology
can help solve real-world problems like crime and terrorism.
AVAILABLE TECHNOLOGY
Google Streetview technology
WHAT PEOPLE CARE ABOUT
To find the best hiking trails in these national parks
WHAT BRAND CARES ABOUT
Nature Valley supports the
preservation of US national parks
THE OPPORTUNITY
Help people identify and preserve the best hiking trails
Truth #2: People seek ideas they can share
“The Social Economy”
Who you knowWhat you share
How you connect
Currency in one’s many social circles
and networks=
In the Social Economy, brands are meaningfulwhen they can help people...
Truth #3: Cultural context makes all the difference
The right idea at the right time at the right placeat the right moment at the right cultural context+ the right cultural context
How can we tap into the current zeitgeist?
Truth #4: Make a stand
“What brands can do brilliantly is to broker change in people’s lives”John Grant
What I value and believe in
What kinds of brands and products I
choose
Truth #5: Never ever forget to touch the heart
Emotional response is the most powerful influence on consumer decision-making
What makes people smile, laugh, cry, etc.
Truth #1: Be useful or helpful
Truth #2: People seek ideas they can share
Truth #3: Cultural context makes all the difference
Truth #4: Make a stand
Truth #5: Never ever forget to touch the heart
THANK YOU FOR LISTENING@manilapaper