make love not war

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

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


“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?


retain customers expand into new markets

increase brand awareness

grow market share

build shareholder value

maximise sales

new product development


Digital Advertising PR Media Research Sales

etc…


Are we so busy fighting our competitors we forget our consumers?


Or, do we treat our consumerslike the enemy?


CheaperEasier

Bigger

Faster

Better

Free bit

Friendlier

Stronger


There’s much more depth to consumers than meets the eyes


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?


When it comes to our life passions, the things we can’t live without, these are

not rational, but highly emotional


The consumer isn't a moron, she is

your wife


To develop any true relationship, marketers need to get to the hearts of

consumers rather thanbombarding their heads


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


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


What drives us?


Experiences

Dine out / good food

Going out with friends

Travel

Friends

Experiencing new things

Personal Growth

Creating art / craft

Live arts performances

Studying / reading

Gardening / cooking

Working

Time Out

Watching TV

Using the Internet

Shopping

Using social media sites [e.g. Facebook, Twitter]

Movies

Relaxing with nothing to do

Active Lifestyle

Playing sport

Exercising

Watching sport

Camping / going to the beach

Escape

Having good beer

Having good wine

Gambling

Family

Family

Spending time with children / grandchildren

71%

51%

25%

70%

34%

32%


We are not all the same

Introducing …Square Holes’ Driver Segments


Carefree Survivors Jo Average Dreamers

A bit about me …

I’m an older female focused on my family. Other loves include new experiences,

and time to relax.

I’m a male on a lower than average income just getting by how best I can. My family

is important

I’m a typical person. My family is important to me,

yet I also love new experiences.

My mind is firmly set on the future – living the dream. Experiencing life, learning

new things and chilling out.

Segment size 12% 11% 48% 29%

Who are they …

Gender Skewed to females [64%] Skewed to males [66%] Spread across Spread across

AgeSkewed to older [62%;>40yrs]

Spread across Spread across Skewed to younger

[75%;<40yrs]

Average income $69,000 $48,000 $67,000 $68,000

Drivers …

Experiences 71% 28% 78% 73%

Personal Growth 35% 13% 38% 32%

Time Out 55% 33% 51% 55%

Active Lifestyle 29% 14% 39% 34%

Escape 6% 18% 33% 24%

Family 92% 50% 87% 47%


More about what we love …


family friends

brandspassions


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


So, what are theTop 10 Loved Brands?


Number 1?


If you’re not relevant, you’re invisible

Are you talking to me?


If you’re not sincere, I can’t trust you

Don’t give me any bullshit!


New media has a key role in cutting the bullshit


since

rityrelevance

Where do you fit?

If you’re not relevant,you’re invisible!

Don’t give me any bullshit?

Love


Communication

Technology

Beverages

Food

Everyday Retail

Travel

Motor Vehicles

Services

Clothing &

access

since

rityrelevance


There are notable category differences


It’s all about marketers sincerely fitting with consumers, not vice versa


Clo

thin

g a

nd a

ccess

ories

Serv

ices

Moto

r vehic

les

Tra

vel

Reta

il

Every

day p

roduct

s

Food

Bevera

ges

Tech

nolo

gy

Com

munic

ation

Aesthetic appeal - looking good 59% 4% 34% 9% 29% 23% 6% 4% 28% 10%

Basic needs - something you can't live without 29% 68% 49% 19% 50% 61% 43% 34% 52% 66%

Self indulgence - it's about you 46% 7% 32% 43% 41% 42% 55% 57% 39% 24%

Family and friends - something you share 11% 10% 22% 42% 20% 19% 37% 42% 33% 37%

Safety and well-being - security and health 6% 30% 38% 27% 8% 14% 9% 7% 8% 15%

Success - pride and fulfillment 12% 14% 23% 13% 11% 6% 5% 4% 18% 10%

Loved brands are often ‘something I can’tlive without,’ unlike competing brands


When love goes wrong


SwingingSubstance

People need people Just words

Baggage Trying too hard


“How can brands expect us to love them, when they don’t do what they say?”

Substance


“It’s like they just don’t want to talk tous anymore”

People need people


Love doesn’t guarantee salesSwinging

Co

mm

un

ica

tio

n

Te

ch

no

log

y

Be

ve

rag

es

Fo

od

Eve

ryd

ay p

rod

ucts

Re

tail

Tra

ve

l

Mo

tor

ve

hic

les

Se

rvic

es

Clo

thin

g a

nd

acce

sso

rie

s

Oth

er

<20% 47% 62% 58% 58% 51% 44% 56% 57% 55% 56% 55%

20-50% 18% 19% 19% 20% 20% 28% 19% 18% 20% 27% 23%

>50% 34% 20% 25% 21% 28% 27% 25% 24% 25% 16% 23%

It just improves the chance of demanding a brand

Proportion of annual category spend


“When ‘love’ is used in advertising it is annoying. They don’t love us”

Just words


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


Baggage

Too many bad relationships

Relevance

Sincerity

Love

16-20 21-30 31-39 40-49 50+

Age …


Baggage

Too many bad relationships

Need segments …

Relevance

Sincerity

Love

Carefree Survivors Jo Average Dreamers


So, what am I saying?

How do you get to the heart of consumers?


But, there’s no ‘one-size fits all’

You need to get intimate with your consumers and understand them


The consumer is not a moron

Drivers

Needs

Emotions

Love

‘Get to the hearts of

consumers’

CreativityConnect with your consumers

+

ClarityFind message precision

+

CommitmentThink bigBe braveMake a difference

SincerityIf you’re not sincere,

I can’t trust you‘Don’t give me any bullshit’

+

RelevanceIf you’re not relevant,

you’re invisible‘Are you talking to me?’

Communications Consumers

Sincerely fitting with consumer

lives

Speaking with the

right tone

What drivers them?

make love not war

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