outstanding creative. three steps key consumer insight (kci) key brand benefit (kbb) creative leap...
TRANSCRIPT
Outstanding Creative
Three steps
• Key Consumer Insight (KCI)
• Key Brand Benefit (KBB)
• Creative Leap (CL)
• KCI + KBB + CL = outstanding creative
What is a Consumer Insight
• Reason why Behavior
• Typical Marketplace behaviors– Purchase / Use / Consume– Ignore– Avoid– Recommend– Disparage– Idolize
What is a consumer insight
• Reason why – motivators• Motivators
– Low level (secondary)– High level (primary)
• Consumer Insight – high level motivators of behavior
• Key Consumer Insight (KCI) – the primary motivator which influences behavior the most
Typical Low Level Motivators
• “The product is inexpensive”
• “The product is available close by”
• “The quality is very good”
• “I like it”
• “No other product works as well”
High Level Motivators of Behavior
• “What does that do for you?”
“The product is inexpensive” “It validates my self-image as being a “value conscious” person”
“The product is available close by”
“Spending time with my family makes me feel like a successful parent”
“The quality is very good” “I only want the best in life as I am worth it”
“I like it” “Others envy me. I become the center of attention”
“No other product works as well” “I am the best and I want to have the best”
Steps in unearthing the KCI
• Put a face on your target audience– Demographics are not enough– Psychographics required
• “A day in the life of Mr. Jones”
• How do you do it?– Qualitative research methods (focus groups,
in-depth interviews, ethnography)– Research Techniques (Laddering, Projective
techniques)
Laddering Example 1• Interviewer: “Why do you wear a Tiffany bracelet?”• Subject: “I love Tiffany’s jewelry”• Interviewer: “Why do you love Tiffany’s jewelry?”• Subject: “It is so refined, elegant and delicate”• Interviewer: “Why is that important to you?”• Subject: “When I wear it, I feel refined, elegant and delicate”• Interviewer: “what does that do for you?”• Subject: “I feel very attractive”• Interviewer: “How do you know that?”• Subject: “I have seen my husband looking at me that certain way”• KCI: Subject wears Tiffany’s as she values her partner’s feelings for
her.
• Tiffany’s – the key to your partner’s heart.
Laddering Example 2• Interviewer: “Why do you wear a Tiffany bracelet?”• Subject: “I love Tiffany’s jewelry”• Interviewer: “Why do you love Tiffany’s jewelry?”• Subject: “It is so refined, elegant and delicate”• Interviewer: “Why is that important to you?”• Subject: “When I wear it, I feel refined, elegant and delicate”• Interviewer: “what does that do for you?”• Subject: “I feel very attractive”• Interviewer: “How do you know that?”• Subject: “Every time I wear it I notice admiring glances from men. I
feel very flirty”• KCI: Subject wears Tiffanys as she loves the idea of harmless
flirting
• Tiffanys – Its okay to be wicked!
Laddering Example 3• Interviewer: “Why do you wear a Tiffany bracelet?”• Subject: “I love Tiffany’s jewelry”• Interviewer: “Why do you love Tiffany’s jewelry?”• Subject: “It is so refined, elegant and delicate”• Interviewer: “Why is that important to you?”• Subject: “When I wear it, I feel unique, very different from the
masses”• Interviewer: “what does that do for you?• Subject: “It reinforces my self-worth”• Interviewer: “How do you know that?”• Subject: “Every time I wear it I am very self-assured and confident in
my abilities”• KCI: Subject wears Tiffanys as it reinforces her high beliefs about
herself• Tiffanys – one of a kind!
Projective Technique
• “I love Mauritius because______”• Answer: “___ I can surf, swim, sunbathe, hike,
camp out in the rain forest, eat great food, relax, energize, hit the casino and a million other things in a place smaller than the palm of my hand”
• Key Consumer Insight: Mauritius: bursting at seams with things to do in spite of being so small a place
• Ad baseline: Mauritius: 99% fun, 1% land
How do you know you have the KCI
• Step1– Identify all high level motivators through laddering
from various subjects– Identify all unusual / unexpected responses– Make sure the consumer benefit expressed is
emotional / self-expressive• Step 2
– Quantitative survey questions e.g. How likely would you be to buy a Tiffany’s bracelet if (scale 1 – 5):
• You were to get admiring glances from men • Your partner were to make you feel very special• You were to feel very confident in your abilities
Key Brand Benefit (KBB)
• What are the brand’s features and corresponding benefits
• What are the key benefits– The USP
• What if there are no key benefits?– Can you create one?
Outstanding Creative
• Match the KBB with the KCI
• This is the creative process– No creative leap – just an ad on strategy– Creative leap – outstanding ad on strategy
The VW in the 60s
• KCI: Subject drives the VW because it makes an anti-establishment statement
• KBB: VW’s smallness
• KBB + KCI Drive a small, utilitarian car as a rebel statement
• KBB + KCI + CL “Think Small”; “Lemon”, etc.
Ceasefire (1980s)
• KCI “Fires don’t happen to me, they happen to somebody else, like my neighbor”
• KBB portable, lightweight fire extinguisher
• KCI + KBB Fires can happen to you. Keep Ceasefire in your kitchen
• KCI + KBB + CL “Your neighbor said that”
ICICI Bank (1990s)
• KCI “At the slightest signs of trouble my bankers bail on me”
• KBB structured to be more resilient than most banks
• KBB + KCI “Partnership Banking”
• KBB + KCI + CL “We’re with you for the long haul”