make love not war
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Jason Dunstone\'s Adelaide Marketing Week August 2010 Presentation \'Getting to the Hearts of Consumers\'TRANSCRIPT
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
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„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
“We shall fight on the beaches.We shall fight on the landing grounds.We shall fight in the fields and in the streets.We shall fight in the hills.We shall never surrender.”Winston Churchill4 June 1940
Is this you?
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
retain customers expand into new markets
increase brand awareness
grow market share
build shareholder value
maximise sales
new product development
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Digital Advertising PR Media Research Sales
etc…
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Are we so busy fighting our competitors we forget our consumers?
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Or, do we treat our consumerslike the enemy?
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
CheaperEasier
Bigger
Faster
Better
Free bit
Friendlier
Stronger
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Major issues, such as smoking, unhealthy eating or unsafe
driving, are not rationally-based decisions.
Why do many marketers assume that consumers make rational decisions?
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
http://www.youtube.com/watch?v=muNne9qBmMk
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
http://www.youtube.com/watch?v=HYjbWHbbjjg
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
When it comes to our life passions, the things we can’t live without, these are
not rational, but highly emotional
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
The consumer isn't a moron, she is
your wife
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
To develop any true relationship, marketers need to get to the hearts of
consumers rather thanbombarding their heads
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Mission
“To explore the power of ‘love’ in marketing”
Stage 3.National survey
N=1,00016+ year olds *
Stage 2.In-home affinity
discussions
Stage 1.Ethnographic / Semiotic
Investigation
* Australia-wide representative sample – regional / metro, age, gender etc
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Manifestations of Love
Traditional
Emerging
JOYOUS LOVE
PASSIONATE ROMANCE
PRIZED POSSESSION
QUIRKY LOVE
HAPPY LOVE
UNIVERSAL LOVE
PROTECTIVE LOVE
FAMILY LOVE
COMMITTED LOVE
IDLYLLIC ROMANCE
BENEVOLENT LOVE
EPIC LOVE
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
What do we love to doabove all else?
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
family friends
brandspassions
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Family, 78%
Friends, 45%
Passions
Brands
Good food 41%
Travel Oz 30%
Travel O/S 29%
Internet 27%
Reading 27%
Eating out 24%
Movies 24%
Relaxing 20%
New things 20%
Food 33%
Travel 29%
Technology 28%
Communication 20%
Beverages 19%
Motor vehicles 14%
Clothing & accessories 13%
Everyday 9%
Retail 9%
Services [eg banking] 3%Only 5% love their workmates
Only 2% love their neighbours
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
So, what are theTop 10 Loved Brands?
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
If you’re not relevant, you’re invisible
Are you talking to me?
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
If you’re not sincere, I can’t trust you
Don’t give me any bullshit!
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
http://www.youtube.com/watch?v=pwjxxBNZil0
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
http://www.youtube.com/watch?v=nlpZRK2Yfd0
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
since
rityrelevance
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Communication
Technology
Beverages
Food
Everday Retail
Travel
Motor Vehicles
Services
Clothing &access
since
rityrelevance
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
“But, love won’t pay the bills”
Or, will it?
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
75-90%+ will use next time
70-90%+ will recommend
60-90%+ would pay 20%+ more than competitors[or won‟t rule it out]
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
It’s all about businesses sincerely fitting with consumers, not vice versa
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Basic needs“Something I can‟t live without”
Self indulgence“It‟s about me”
Family & friends“Something I share”
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
And, speaking with the right tone
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Joy
Attraction
Fondness
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
But, there’s no ‘one-size fits all’
You need to get intimate with your consumers and understand them
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Motor vehicles Food
Needs:1. Basic needs
“Something I can‟t live without”
2. Safety and well-being“Security and health”
3. Aesthetic appeal“Looking good”
4. Self indulgence“It‟s about me”
5. Success“Pride and fulfillment”
6. Family and friends“Something to share”
Needs:1. Self indulgence
“It‟s about me”
2. Basic needs“Something I can‟t live without”
3. Family and friends“Something to share”
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
When love goes wrong
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
SwingingSubstance
People need people Just words
Baggage Trying too hard
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Google 68%
Coca Cola 36%
McDonald's 27%
Apple 34%
Kellogg's 25%
Commonwealth Bank
15%
Virgin 19%
Sony 24%
Holden 28%
Telstra 14%
since
rityrelevance
Trying too hard
You can’t please everyone
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Ave 36%
16-20 62%
21-30 42%31-39 38%
40-49 30%
50+ 24%
since
rityrelevance
since
rityrelevance
since
rityrelevance
since
rityrelevance
Trying too hard
You can’t please everyone
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
Baggage
Too many bad relationships
Relevance
Sincerity
Love
16-20 21-30 31-39 40-49 50+
Age …
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
So, what am I saying?
How do you get to the heart of consumers?
„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected
http://www.youtube.com/watch?v=V5BxymuiAxQ