2001 starcom worldwide innovative planning ideas for miller june 2001

2001 Starcom Worldwide

Innovative Planning Ideas for Miller

June 2001

2 2001 Starcom Worldwide

Purpose

The purpose of this presentation is to provide an overview of

tools available through Starcom to aid in the development of

brand media strategies.

These tools are intended to explore the mindset of the consumer

in order to create synergies between a strategy and the

consumer’s relationship with a product and or media.


Qualitative Tools: Merchants of Cool and Media Pathways

Merchants of Cool Explores successful creative marketing techniques

involving high impact qualitative data Cool Hunting

Media Pathways A savvy qualitative tool developed by Starcom to help

clients understand their target consumers and how they interact with media

Proctor and Gamble successfully implemented Media Pathways for 2001 planning


Why use Qualitative Tools?

Our goals are threefold: Incorporate these philosophies into 2002 planning

Conceivable benefit: Deepen awareness of who our consumer is and the effective media mix needed to reach them

Capitalize on progressive marketing techniques as we head into local market meetings

Better define the passion groups of the LDAC-27


Media Pathways Working for Miller

Develop deeper insight into the diverse media landscape of the consumers life How they interact with and attend to media over the

course of the day Develop understanding of consumers media behavior,

including secondary media Understand their lifestyle, needs and interests

Develop new means of effective contact


Understanding the Lifestyle

Cool Hunting Searching for a certain type of “personality” in a given

social network Discovering trends and their source Distinguishing between people who start trends,

“innovators,” and people who spread trends, “trendsetters” This phenomenon is “originality”

Trendsetters are those who have the respect, admiration, and trust of their friends to influence specific social networks

Cool Hunting uses “culture spies” as the market researchers

Culture spies develop relationships with these trendsetters to get an in depth understanding of the “cool” culture

MRMs could have been utilized as “culture spies”


Taking the Media Savvy by Storm

Emerging importance of Cool Hunting Consumers are more knowledgeable and aware of

traditional marketing techniques Need to market to these players without them knowing

Sprite and Hip Hop


Taking the Media Savvy by Storm (cont.)

Important to keep up with trends The faster marketers pickup on what is “cool”, the faster it

dies and a new form of “cool” is reborn The gold shaded area represents companies, products and

people that are considered “cool” by trendsetters The red shaded area represents companies, products and

people that were cool about a year ago and now the mass market is starting to follow suit

The blue shaded area represents companies, products and people that are no longer “cool”


How does a Trend Spread?

Innovators

Trendsetters

Early Adopters

Mainstream

2%

17%

% Varies

80%

Create idea

Picks up on idea

and claims it as their own

Makes “Cool” idea more

palatable for mass

consumption

Picks up on idea and

runs with it

Kills Cool

Cool

Key Takeaway: Miller can ask

innovators and trendsetters

for the trends. Ultimately, it diffuses

down itself! {

*Source “Merchants of Cool” website


The Feedback Loop

No clear dichotomy of media and consumer--both influence each other in the loop Does the media mirror the consumer or does the consumer

mirror the media? Miller Lite as the football beer

Miller could benefit from identifying the innovators and early adopters and take their lead The media, chosen by Miller, will reflect the consumer’s

lifestyles; closing the gap on the feedback loop


Snapshot of Media Pathways

Based on qualitative survey (questionnaire and impromptu conversations) given to twenty A21-27 in the Chicago-land area Goal of survey is to remove beer drinking biases in hopes

to find new and innovative ways to reach viable niches within the consumers market


The Skinny on Beer Drinkers… the Hypothesis...

What are these people doing and who are they? We found these personalities emerging:

Miller Lite “Calorie Counters”

Men and Women Health conscious - Lite vs. full calorie Fun/ spontaneous Social drinker - supported by “events” Image oriented Gregarious/ life of the party

MGD “Music Junkie”

Essentially MGD has identified this target, but could improve upon method of reach Heavy music goers - heavy listeners and attendees of rock, hip-hop and purchasers of

music Progressive music tastes - setting precedent for “cool” music groups Digitally inclined - on the cutting edge of high technology


The Skinny on Beer Drinkers… the Hypothesis…(cont.)

High Life “Action sports buff”

Free-Styler Interested in skateboarding, snowboarding, skiing, sports

climbing, street ludging, wakeboarding, sky surfing, BMX, motorcross/ supercross, free style motorcross

Extremist/ Risk Taker Mocker of “cool” -- it is “cool” because it is so un-cool Maverick, thrive on adventure, thrill seekers Listener of non-mainstream music, sometimes very hard to find in

stores Motto: “I don’t like a lot of rules.” Companies loyal to: Shift, Vans, Fox Racing, Spy, LBZ and

Alpinestar Caveat: Underage composition -- how to get around it


The Skinny on Beer Drinkers… the Hypothesis…(cont.)

High Life (cont.) Blue Collar Drinker

The consumers drink High Life because it is not the norm for their demographic

The “Action sports buff” is a second niche to the established High Life drinker

The first niche is needed for the second to exist


How do we Apply Media Pathways?

Use traditional media in non-traditional ways Emerging technology (such as TiVo and Replay TV) is

changing the media landscape Presenting sponsorships Product placement

Get savvy about promotions - the latest craze Enhance existing Miller promotions

Test Market: Upgrade an existing MGD Chicago promotion by hosting event at a trendy venue like “Doubledoor”


How do we Apply Media Pathways? (cont.)

Themes Beer as a badge

Create brand identity that the consumer will be proud to be associated with

Different “Miller Times” After work hours Leisure activities

Key “Miller Appointments” Super Bowl Oscar’s/ Grammy’s - Pre and Post Daytona 500


How do we Apply Media Pathways? (cont.)

High-Voltage Marketing Street marketing

Increase brand awareness and develop personal interface with the consumer via grassroots events--convergence of media and events

Give the consumer an unforgettable experience that will last a lifetime

MBCo. can create a more intimate relationship through experiences rather than building a relationship through traditional media (seeing a TV commercial)

Ex. “Genuine Opportunities” during The Taste of Chicago, Octoberfest, Jazzfest etc… that a consumer couldn’t get anywhere else


Media Pathways is the Tool to get this Savvy Data

While IMS, MRI give great qualitative data, it is not enough

Media Pathways offers a four stage qualitative process


Through Media Pathways--Ideas Start to Come to Life

Defining what our consumerskey moments are is colossal

Planning should be basedon these findings, eliminating “conjecture” in scheduling


The Four Stage Process

One day diary--documents activities, product usage and media usage over the course of a day

Focus groups A unique emphasis

Understanding media involvement exploring lifestyle and category related media opportunities

Diary forms basis of discussion In home interviews

Real behavior in a real world setting A lot like Merchants of Cool “culture spies” who went into

teens homes to conduct research

Exercise and discussion--summary of diary experience


Changing the Rules of Marketing

Paradigm shift--media giants control media marketplace How can Miller become partners with a behemoth media

giant as Clear Channel (market brands accordingly) Radio Internet Eller Outdoor SFX

Synergistic approach: cross-platform marketing package MBCo. could improve their fluidity across mediums Companies like Clear Channel are leading the cross-

platform marketing trend, making it important to partner with them


Winning in the 21st Century

“Cool Hunting” is a revolutionary new way of richening strategies More texture More insight--adds compelling qualitative data to quantitative Grounded in consumer insight

“Cool Hunting” is important because it intends to marry a corporation and a culture

As consumers become more educated and increasingly aware of marketing techniques, MBCo. needs to reach them by using non-traditional, savvy approaches

Move forward with action plan in test markets Initiate a research program using “Media Pathways” in select

Miller markets


Appendix

Questionnaire Acting as "Culture Spies”

2001 starcom worldwide innovative planning ideas for miller june 2001

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