smartees summer school: how to market, research?
TRANSCRIPT
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
