smartees summer school: how to market, research?

How to market,

Research? Presented by:

Tom De Ruyck

INNOVATIVE METHODS RULED

THE #MRX INDUSTRY

THE PAST 5 YEARS

@tomderuyck

#MRX METHODS

THE BATTLE OF

@tomderuyck

WHO

CARES…?

@tomderuyck

BECAUSE ALL WE WANT IS

@tomderuyck

RESEARCH ON THE IMPACT

MR Impact

Research survey

with 185 marketers

and insights

managers

OF RESEARCH

@tomderuyck

20 talks with

marketers and

insights

managers

RESEARCH ON THE IMPACT

OF RESEARCH

MR Impact

Research survey

with 185 marketers

and insights

managers

@tomderuyck

Average = 100

THERE EXISTS A GAP

WHAT WE WANT

AND WHAT WE DO

A GAP BETWEEN

@tomderuyck

WE BRING INSIGHTS

TO LIFE

#1

@tomderuyck

WORKS WITH

POWERPOINT REPORTS

LESS THAN

USES CREATIVE

REPORTING FORMATS

10%

86%

@tomderuyck

#DATAOVERLOAD

“I’m so tired of getting reams

of data from research

work…I need to know the

key learnings, and a high

level recommendation on

what I should do next”

#UNDERAPPRECIATED

“Interesting

findings…but how

will these insights

change my

business?”

@tomderuyck

LET’S

RETHINK HOW

WE SHARE

RESULTS

@tomderuyck

WE CONNECT &

EMPOWER

#2

@tomderuyck

92% BELIEVES RESEARCH

SHARING WITH COLLEAGUES

GENERATES INSIGHT WORTH

YET 65% SHARES RESEARCH RESULTS

THE ORGANISATION

EXTENSIVELY WITHIN

@tomderuyck

ONLY

HAS AN INTERACTIVE

DISCUSS THE

1 in 5

WORKSHOP TO

RESULTS

#INDIVIDUALISTIC

@tomderuyck

#BREAKINGTHESILO

“I usually only

invite people from

my own department,

because for them

it’s most relevant”

“I think my colleague did

research about this

2 years ago…what was

that again”

#COLLECTIVEMEMORY

@tomderuyck

#EMPLOYEEIDEATION

“The inspirations

from consumers

are great…but

what about my

own ideas?”

@tomderuyck

LET’S RETHINK

HOW WE

COLLABORATE

WITH INTERNAL

STAKEHOLDERS

@tomderuyck

WE REALLY MAKE A

DIFFERENCE

#3

@tomderuyck

45%BELIEVES RESEARCH

DECISIONS OF MARKETERS

SUCCEEDS IN CHANGING

THE ATTITUDES AND

@tomderuyck

BELIEVES RESEARCH

LEADS TO SURPRISING RESULTS

LESS THAN 1 IN 2

@tomderuyck

BELIEVES THEY SPEND

ENOUGH ON RESEARCH*

28%ONLY

YET, NO CORRELATION

IS FOUND BETWEEN $ AND

QUALITY OF INSIGHT

*BCG study (2009) The consumer’s voice, can you hear it?

@tomderuyck

#HABITCREATION

“These insights are

great, but we tend to

forget them when we are

brainstorming or having

a discussion…it’s not in

our routines”

#DO1THING

“The insights are so

rich, but many of us

don’t know where to

begin”

@tomderuyck

LET’S THINK

HARDER HOW

WE CAN HAVE

BUSINESS

IMPACT

@tomderuyck

IMPACT...

WE DON’T

REALLY CARE

@tomderuyck

SHIFT OF ATTENTION:

FROM METHOD TO IMPACT

WE NEED A

@tomderuyck

How to market,

Research?

@tomderuyck @tomderuyck

STRATEGIZE AS ACONTENT MARKETER

@tomderuyck

“A Six Step Content Marketing Model” (2012) By Van

MIX THE LEVEL OF

ATTENTION & INTENSITY

WITH 3 CONTENT STREAMS

Updates: Pins of consumer

inspiration (e.g. consumer stories)

Projects: Deep dive study on specific

consumer question

(e.g. strategic projects & strategy

execution)

Campaigns: Communication of

insights around a certain theme,

cross projects (e.g. long term strategic

goals)

@tomderuyck

SEED

ACTIVATECOLLABORATE

Work together

to shape

outcomes

Spreading new

insights through

the organization

Trigger stakeholders

to interact with

insights

USE THE 4

OF MARKETING INSIGHTS

BUILDING BLOCKS

HARVEST

Collecting

insights we

already know

@tomderuyck

*MINDMAP CHALLENGE FOR INTERNAL STAKEHOLDERS

FROM INDIVIDUAL

HARVEST SEED

ACTIVATECOLLABORATE

Collecting insights we

already know

@tomderuyck

TO COLLECTIVE WISDOM

*CONSUMER NEWS UPDATES

FROM SHARING TO SEEDING

HARVEST SEED

ACTIVATECOLLABORATE

Spreading new

insights through

the organization

@tomderuyck

FROM TEACHING TO ACTIVATING*CONSUMER QUIZ GAMES

HARVEST SEED

ACTIVATECOLLABORATE

Trigger

stakeholders

to interact

with insights

@tomderuyck

FROM BRAINSTORMING TO COLLABORATING

HARVEST SEED

ACTIVATE

COLLABORATE

Work together to

shape outcomes

*WORKSHOPS WITH CONSUMERS

@tomderuyck

MEASURE YOUR

CONVERSION

@tomderuyck

WHAT’S NEXT?

SO…

@tomderuyck

FROM TEAMS TO

THE ORGANIZATION

WHAT’S NEXT?

@tomderuyck

FROM KNOWING RESULTS

TO EXPERIENCING IT

WHAT’S NEXT?

@tomderuyck

FROM PROJECTS

TO HABIT CREATION

WHAT’S NEXT?

@tomderuyck

COLLABORATING

ACTIVATION STUDIO

WWW.INSITES-CONSULTING.COM/STUDIO

THROUGH THE CONSUMER

@tomderuyck

LET’S TURN

INSIGHTS INTO

*[MEEM] a meme is an idea, behavior, or

style that spreads from person to person

within a culture (Wikipedia.com)

memes*

@tomderuyck

#SHIFTOFATTENTION

#CMICONTENTMARKETING

#FROMINSIGHTSTOMEMES

@tomderuyck

THANK YOU!

Tom De Ruyck

Managing Partner

Head of CCBs

Tom.DeRuyck@insites-consulting.com

@TomDeRuyck