[eng] the use of consumer insight in advertising: from classic advertising to social network
DESCRIPTION
This is the English version of my thesis in Advertising. I point out the role of consumer research in creating advertising and marketing communication. I give a definition of consumer insight, its 4 properties and applications in many media.TRANSCRIPT
Using consumer insight in advertising: from classic advertising to social network
“A flash of identification is the root of most of the good communication. It is true for a painting or a novel. It is true for a good advertisement, too.”
DAVID ABBOTT, copywriter
Giulio BONINI
19 febbraio 2009 Relatore Professor Marco Livi
What a Consumer Insight is
11
The four Properties of the Insight
The Benchmark of Consumer Insight in Advertising
Applications in Unconventional Ads
Applications in creating Social Networks
44
33
55
22
A Marketing introduction
66
SummarySummary
A Marketing introduction
• Consumers are fed up and bored with brands who impose products as perfect as gods.
Credibility of brands has long gone! Credibility of brands has long gone!
11
One examples above all: Mc Donald’s
• Show that you are CLOSE to your customers• Build complicity with EMPATHY: show that you know their world and values• BEST OF ALL: SHOW THAT YOU ARE ONE OF THEM
• Brands must regaing consumers’ trust (and loyalty will come)
BUT HOW ??!
11
• The best way to show closeness and empathy is to use a KNOWLEDGE that only your target shares
HE WILL ACKNOWLEDGE THAT YOU’RE NOT USING STEREOTYPE
…but a REAL COMPREHENSION OF HIM
YOU’LL GIVE VALUE TO YOUR CUSTOMER
11
11 Ointment for back ache Voltaren Emulgel:
‘When everyday movements seem impossible’
What a Consumer Insight is
It’s data about the target
It’s a single knowledge about the targetthat has particular efficacy
when applied in the relationshiprelationship with him
22
I think…
Most people think…
Four properties of the Insight:
I. DeepII. OriginalIII. Base of your communicationIV. Specific for your target
33
Deep
• Hit the deepest part of consumers’ heart
• Forget extreme-tones communication and create messages that can resonate with consumer
33
• Five levels of depth of the insight:
‘If you don’t lick your fingers, you’ll halve the pleasure’
1. Aestetic: gestures or symbols that are shared among the target
33
Fonzies chips:
CONSUMER INSIGHT: the act of licking one’s finger while eating chips
2. Everyday problems (see Voltaren Emulgel above)
3. Beliefs and Attitudes:
Goldstar beer:‘Thank God you’re a man’
4. Emotions and Sensations
AXN (a TV channel for action film):“Relax if you can”
CONSUMER INSIGHT: the warmth of the wanted emotions doesn’t permit to sit comfortably
5. Social or Individual Self (own Identity)
Consumer insight: the memory of the DDR
www.osthits.dewww.ostprodukte.de
www.ampelmann.com
“Trabi Duft”: l’eau de Trabant
The ‘Ostprodukte’:The ‘Ostprodukte’:
The deepest level
Original
• Communication is a tool to differentiate from competitors (Jack Trout)
33
Original consumer insight will draw original massagesOriginal consumer insight will draw original massages
Clothes detergent Tide: ‘Because you are what you wear’
Base of your communication
• the core of the message (not a peripheral aspect)or better…
• the core of the relationship (=every massage)
33
Consumer insight must be:
Specific• Make appeal to the sense of belonging to a specific
sub-culture
33
Play Station 2: “Sleepless nights”…playing Play Station and the next day can’t hide the reddening of the eyes
The benchmark of Consumer insight44
How being 42 y.o. and still working as a trainee?
• Depth: Time and career are the most precious values in business
• Originality: It’s the first brand that used this insight
• It’s the core of this advertisement
• Specific for only businessmen
Insight: “Talent in business is to get on early”
44
Application in Unconventional Adv
Insight: Socio-economic factsare interconnectedand their balance is unstable
55
Applications in creating Social network66
More than 30,000 users in the target districtMore than 6,000 daily users
A social network which name is the name of a very small district in Italy
A big success!A big success!
But Why?But Why?
Functions1) Meeting people on-line (chat, blogs, profiles, photosharing) both off-line (parties)2) Promote the district (pages about the towns, use of dialect)
The target:• Small (8 towns, the biggest 27,000
inhabitants)• Identity not much known outside• Threatened by a strong immigration
66There’s an Insight! There’s an Insight! The social identity The social identity
Conclusion
• The use of a good Consumer Insight (see the 4
properties) can make a communication really effective
• This is true for every kind of communication, with every media (print, ambient, Internet sites…)
Thank you for the attention.
Any questions?Any questions?