THE ANTI WIND- TUNNEL MARKETING MOVEMENT!

A GRAVE MISTAKE

WORKSHOP

SOME REALLY AVERAGE ADVERTISING

!

BUT IF YOU WORK HARD

"

FLOW

! Our contention

! Some examples

! Possible reasons why

! Early solutions

! Over to you – the work bit

! Bringing it all together

#

!Our contention! Some examples

! Possible reasons why

! Early solutions

! Over to you – the work bit

! Bringing it all together

FLOW

$

OUR CONTENTION

WE TALK DIFFERENTIATION

%

OUR CONTENTION

WE TALK DIFFERENTIATION

BUT PRODUCE SAMENESS

&

BECAUSE OF THE ‘BEST PRACTICE’ PROCESS WE ALL FOLLOW

A CONSUMER INSIGHT LEAD AND VALIDATED APPROACH TO COMMUNICATIONS DEVELOPMENT

'(

THAT HAS BECOME A NEAR ‘UNIVERSAL’

CONSUMER

GROUPS –

INSIGHT

DISCOVERY

STRATEGIC &

CREATIVE

DEVELOPMENT

CONSUMER

GROUPS –

CREATIVE

TESTING

CONSUMER

SURVEY –

CREATIVE

TESTING

''

AND BECAUSE OF THE THINGS WE’VE FORGOTTEN

TRUE

DIFFERENT

RELEVANT

')

! Our contention

!Some examples! Possible reasons why

! Early solutions

! Over to you – the work bit

! Bringing it all together

FLOW

'*

SOME EXAMPLES

! Banking

! Deo Sprays

! Laundry

! Beer

'!

SOME CLEVER FUN

! U by Kotex

! Kia

! Tesco Mobile

'"

! Our contention

! Some examples

!Possible reasons why! Early solutions

! Over to you – the work bit

! Bringing it all together

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'#

IT ALL SEEMS TO MAKE SUCH GOOD SENSE

'$

USP ESP

'%

USP ESPLEADS TO A NATURAL FOCUS ON CONSUMER UNDERSTANDING

'&

AFTER ALL, ISN’T MARKETING ALL ABOUT…

)(

“satisfying the wants, needs and

desires of consumers”

)'

SO OBVIOUSLY THE HOLY GRAIL IS A BREAKTHROUGH ‘CONSUMER INSIGHT’

))

BUT THERE’S ALSO A PROBLEM

)*

Everyone’s using the same ‘best

practice’ process

)!

With essentially the same

products, target audiences,

models and even researchers

)"

The result is not surprising – it’s

what we saw earlier

)#

TRYING TO DIFFERENTIATE IN THIS PROCESS FEELS LIKE YOU’RE DANCING ON A PIN HEAD

)$

WHICH ISN’T REALLY DIFFERENTIATION AT ALL

)%

BECAUSE WE ARE ONLY FOCUSING ON ONE PART OF THE EQUATION

TRUE

DIFFERENT

RELEVANT

)&

BUT DOES ANY OF THIS MATTER BUSINESS WISE?

*(

*'

The cost efficiencies of

brand differentiation are notable

largely by their absence

*)

And it all becomes a game of

resource – he or she with the

biggest media budget/

distribution network/sales team

wins

**

! Our contention

! Some examples

! Possible reasons why

!Early solutions! Over to you – the work bit

! Bringing it all together

FLOW

*!

INTERESTING THE BRANDS WE ALL USE AS REFERENCE POINTS IN PRESENTATIONS

*"

*#

ALL EXHIBIT A COMMON CHARACTERISTIC: BRAND LEADERSHIP RATHER THAN JUST CONSUMER FOLLOWERSHIP

*$

SOLUTION 1: A COMMITMENT TO INSIGHT FROM MULTIPLE SOURCES?

*%

INSIGHT BASED THINKING – BUT NOT SOLELY CONSUMER INSIGHT BASED

?

Brand Insight

Communications Insight

Consumer Insight

Category InsightProduct Insight

*&

INSIGHT BASED THINKING – BUT NOT SOLELY CONSUMER INSIGHT BASED

!(

SOLUTION 2: ESPECIALLY BRAND INSIGHT?

!'

!)

“What is the single most important part of the marketing mix that is essential to ensure a better chance of success in the marketplace? … it is ownership of a point of view”

Siddarth Banerjee – Regional Marketing Director,

Category Development Unilever Asia

Marketing Magazine 2010

!*

“The few brands that are growing in worth are not just

differentiated, but highly energised – they have

‘Energised differentiation’…

!!

…they are characterised by:

Vision

Innovation

Dynamism”+,-./0123145

6/78/91:52

;<-1/=25.8/=>::?1@

!"

…they are characterised by:

Vision

Innovation

Dynamism”+,-./0123145

6/78/91:52

;<-1/=25.8/=>::?1@

!#

SOLUTION 3: MAKE ‘IS IT DIFFERENT’ THE FIRST QUESTION IN EVERYTHING WE DO?

!$

!%

SOLUTION 4: RECOGNISE THAT NOT ALL CONSUMERS ARE CREATED EQUAL?

!&

LEADERS

FOLLOWERS

THE REST

"(

SOLUTION 5: TEST IN THE MARKET, NOT THE TEST TUBE?

"'

Top

Bott

om

3%

5%

15%

30%

50%

30%

15%

5%

3%

Persuasion CredibilityNewNews

BrandAppeal

BrandDifference

Action Standards:

""Achieved?: "

Relevance

50%

"

50%

"

50%50%

"

50%

"

Top

Bott

om

Enjoyment BrandingActive Engagement

3%

5%

15%

30%

50%

30%

15%

5%

3%

ParentBrand

Full Brand Name

50%

# "

"*

SOLUTION 6: LOOK TO THE FUTURE, NOT THE PAST

"!

SOLUTION 7: HURRY UP?

""

SOLUTION 8: VALUE INEXPERIENCE AS MUCH AS EXPERIENCE?

"#

“I know you’ve got experience in the baked

goods and bread category … but do you have any in

sliced bread?”Account Man at interview with potential

new boss (New York Circa 1972)

"$

SOLUTION 9: PUT JUDGEMENT BACK INTO THE JOB SPEC ?

"%

“I love this work. It’s on brief, on brand and really

engaging.

Let’s move straight to research.”

Client -Anon

"&

! Our contention

! Some examples

! Possible reasons why

! Early solutions

!Over to you – the work bit

! Bringing it all together

FLOW

#(

WHAT CAN WE DO TO DRIVE DIFFERENT/FRESH THINKING?

#'

1. Consumer research?

2. The overall strategic process?

3. Creative inspiration?

4. Client management?

In our approach to:

#)

! Our contention

! Some examples

! Possible reasons why

! Early solutions

! Over to you – the work bit

!Bringing it all together

FLOW

#*

#!

OK…. YOU’VE WORKED HARD ENOUGH