make love not war

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„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected This report is provided for information purposes only. Except to the extent permitted by law, no part of this presentation / report may be reproduced, published, adapted, distributed, stored in a retrieval system, transmitted or communicated for any commercial purpose [including education or training] without the prior written approval of Square Holes Pty Ltd. Any reference to the research findings contained in this report should state 'Source: report on Make Love Not War Research [2010] by Squares Holes Pty Ltd

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Jason Dunstone\'s Adelaide Marketing Week August 2010 Presentation \'Getting to the Hearts of Consumers\'

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„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected

This report is provided for information purposes only. Except to the extent permitted by law, no part of this presentation / report may be reproduced, published, adapted, distributed, stored in a

retrieval system, transmitted or communicated for any commercial purpose [including education or training] without

the prior written approval of Square Holes Pty Ltd. Any reference to the research findings contained in this report

should state 'Source: report on Make Love Not War Research[2010] by Squares Holes Pty Ltd

„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

„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

„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

„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

Number 1?

„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected

„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected

Number 1?

„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

„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

„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

„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected

http://www.youtube.com/watch?v=V5BxymuiAxQ

„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected