Download - The Relevance Trap
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THE RELEVANCE TRAP
By Nigel Rahimpour
Global Planning Director, Saatchi New York
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Today, Companies Focus On Shareholder Value More So
Than Anything Else.
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To Maximize Share
Holder Value, Companies Must Grow At A Higher Speed.
The Faster The Growth Momentum, The Greater The Perceived DifferenJal Advantage, Which In Turn Makes It A More Appealing Brand To Consumers And AOracJve Stock To Investors.
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ESSENTIALLY, IT ALL COMES DOWN TO…
DIFFFERENTIATION
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SHOULD BE CLEAR TO MARKETING.
THE PURPOSE OF DIFFERENTIATION
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SHOULD!
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BUT IT’S THE
OPPOSITE!
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WHEREVER YOU LOOK…
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THE SAME BENEFITS
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SAME REASONS TO BELIEVE
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SAME STORIES
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SAME RESEARCH
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SAME PEOPLE
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SAME INSIGHTS
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EVERYTHING LIVES OR DIES BY WHAT SHE SAYS
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AN INDUSTRY-‐WIDE OBSESSION WITH CONSUMER RELEVANCE
Relevance Differen-a-on
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MAYBE DIFFERENTIATION IS MORE IMPORTANT…
Relevance Differen-a-on
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AFTER ALL, 90% OF ADS FAILED TO BE REMEMBERED IN THE U.S. IN 2012
Source: Kantar Media
90% out of $140 billion
down the tube!
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REALITY MIGHT BE WORSE! The Average City Person Is
Subjected To Over 1000 Ads Per Day
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HOW MANY ADS DO YOU REMEMBER FROM YESTERDAY?
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IF YOU ARE LUCKY, YOU MIGHT RECALL 3 ADS : 1000 ADS = 0.003
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It’s Ironic How MarkeJng, Which Set Out To Drive DifferenJaJon,
Has Returned Brands Back To Commodity Status.
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“WHEN YOU ACT LIKE A COMMODITY, YOU’LL BE TREATED LIKE ONE”
Kevin Roberts, CEO of Saatchi & Saatchi
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YET, DIFFERENTIATION SHOULD BE SO EASY…
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IT’S WHAT WE DO FROM EARLY CHILDHOOD -‐ DIFFERENTIATING
OURSELVES FROM OUR ENVIRONMENT
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DIFFERENTIATION IS WHAT OUR BRAIN REMEMBERS
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DIFFERENTIATION DRIVES CONVERSATION
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GIVEN THE BRAIN’S NATURE TO COMPARTMENTALIZE SIMILARITIES…
X
X X
X
X
X
X
X
X
X
X
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DIFFERENTIATION CAN GIVE BRANDS AN UNFAIR MINDSHARE
X
X
X
X
X
X
X X
X
X
X
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DIFFERENTIATION LEADS TO BRAND SALIENCY
BRAND SALIENCY = THE DEGREE TO WHICH YOUR
BRAND IS REMEMBERED IN A PURCHASE SITUATION
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CLEARLY, DIFFERENTIATION IS THE MORE EFFICIENT MEDIA STRATEGY
It Works For You Long Ader Your Media Plan Stops.
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HOWEVER, TO BE REMEMBERED YOU MUST FIRST UNDERSTAND BASIC HUMAN COMMUNICATIONS
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BASIC COMMUNICATIONS
ATTENTION
INTENT
PERSUASION
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BASIC COMMUNICATIONS
ATTENTION “Hello Bartender”, “Wink-‐Wink”
INTENT “A Beer, Please!”
PERSUASION Good Tip
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MOST CLIENTS FOCUS ON…
ATTENTION
INTENT
PERSUASION
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ATTENTION
INTENT
PERSUASION
WHICH IS WHY OVER 90% OF ADS FAIL
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ATTENTION
INTENT
PERSUASION
IN FACT, YOU CAN’T GET TO PERSUASION, IF YOU DON’T GET ATTENTION
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ATTENTION
INTENT
PERSUASION
ATTENTION IS DRIVEN BY DIFFERENTIATION
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WHICH IS WHY YOU NOTICE AND REMEMBER THIS
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THIS
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Cadbury’s Schweppes Gorilla TVC li[ed sales 9% across the franchise
AND THIS
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IN A WORLD OF ADVERTISING SAMENESS, IT’S MORE IMPORTANT
TO BE DIFFERENT THAN TO BE RIGHT!
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SEEMS SO BASIC, RIGHT?
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YET, THE BIGGEST BRANDS DO NOT GET THE BASICS
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PEPSI COPIED COKE FOR 30 YEARS…
NEVER GROWING ITS MARKET SHARE
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PEPSI’S SUCCESS CAME WITH DIFFERENTIATION… AS A RESULT COKE CHANGED ITS FORMULA
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IRONICALLY, NOW IT’S PEPSI THAT GETS COPIED
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THE INSANITY CONTINUES
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MARKS & SPENCER COPIES VITAMIN WATER
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KICKER COPIES KITKAT
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AND THERE’S MORE
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ACROSS CATEGORIES & REGIONS
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ESCAPE THE RELEVANCE TRAP BY…
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GOING BEYOND COMMODIFIED CONSUMER RESEARCH
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UNDERSTAND MACRO CONTEXT!
Poli-cal
Technological
Economic
Environmental Social
Cultural
Company
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DO MULTILENS RESEARCH
Brand Insight
Product Insight
Consumer Insight
Non-‐User Insight Compe--on Insight
Macro Culture Insight
Channel Insight
Overall Market Insight WHITE SPACE
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CHALLENGE ASSUMPTIONS Only 27% of respondents expressed a posi-ve a`tude about Porsche drivers
… yet 89% agreed “it would be my lucky
day” if given a chance to be one (Weeks & Williams JM 2006)
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REFRAME!
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REAL DIFFERENTIATION…
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Swatch Turned the watch into a
fashion accessory
Red Bull Started the energy drink category
Mini Introduced small
car culture
LIKE THESE GAME-‐CHANGERS
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BE AS INTERESTING AS THE TV SHOWS YOU’RE INTERRUPTING
What’s the relevance of a zombie series or that of a chemistry teacher, turned meth dealer, turned mobster? NONE!
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“BE A MAGNET, NOT A MIRROR”
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AFTER ALL
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Nigel Rahimpour Global Planning Director Saatchi New York [email protected]
SPECIAL THANKS TO: Felicia J. Sanabria David Trok Alex Bragg