Power to the People 1

Transcription

1 Power to the People 1

2 Motivating Consumers in the 21 st Century Marketing has become a two-way street 20 th Century: Marketing functioned on one-way communication 21 st Century: Marketing relies upon engagement with target consumers Why? 2

3 Communications Clutter Brands Proliferate Messages Multiply Number of Brands on U.S. Grocery Shelves Daily Advertising Messages to Which Average U.S. Resident Exposed 3

4 Media Fragmentation Network Proliferation 3 Networks in Networks in 2003 Screening Technologies TIVO and ipod allow users to screen out advertising Forrester predicts at least 50% of American households will have TIVO by 2010 Internet Explosion Now more highly penetrated than cable TV 67.9% vs. 65.8% Growth at expense of other media 21% watch less TV 10% listen less radio 13% read less print Internet Household Penetration 4

5 The New Marketing Math: More is Less More Products More Media + More Messages = Less message breakthrough Less message retention Less message credibility Less effectiveness in traditional marketing campaigns 5

6 The thing that is important is creating communication that is getting into people s lives. Whether it s traditional or nontraditional marketing, its advertising, and if people don t want it in their lives, they are now empowered to do something about it. Ty Montague, Co-Creative Director, Wieden + Kennedy, New York 6

7 Creating Relevance 7

8 Consumer-Centric Planning A new marketing discipline focused on creating relevance with consumers Planning model represents a shift in strategic thinking From Brand to Consumer From Discipline/Medium to Touch-point Key components include: Messaging Strategy Crafting messages which resonate with target audience Engagement Strategy Planning communications around points at which consumers naturally interact with the brand 8

9 Example: New Balance Pink Ribbon Merchandise 9

10 Profile Target Audience Segment & Prioritize 10

11 Consider Consumer Brand Values How does brand resonate with consumer targets? New Balance Peak performance, Personal Achievement, brand as enabler Purity of cause (no celebrity spokesperson, flashy advertising, etc.) Breast Cancer Cause Ubiquity of cause spurs broad awareness/involvement Broad range in degree of Involvement, from purchase to fundraising 11

12 Design Messaging Strategy Use brand reference points to develop campaign theme that establishes personal relevance with cause Engages target as women rather than consumers Athlete. Non-athlete. Doesn t matter. Everyone knows someone who has been affected by breast cancer. How do you choose to get involved? 12

13 Create Engagement Strategy Design engagement strategy around natural consumer touchpoints Provide numerous simple, unobtrusive ways for women to get involved in cause Without compromising integrity of cause, New Balance s brand positioning or credibility with core audience 13

14 Print Media 14

15 Retail Stores 15

16 Product Packaging 16

17 Internet: newbalance.com 17

18 Race Events 18

19 Example: ENERGY STAR Labeled Products 19

20 Profile Target Audience Segment & Prioritize 20

21 Consider Consumer Brand Values How does brand resonate with consumer targets? ENERGY STAR labeled products Quality performance, energy efficiency, money savings, environmental benefits Environmental protection Protect environment for future generations Live responsibly and do your part 21

22 Design Messaging Strategy Messaging Strategy Use brand reference points to establish personal relevance with cause ENERGY STAR can help you save energy, money and the environment 22

23 Create Engagement Strategy Design Engagement Strategy around natural consumer touchpoints Leverage support of ENERGY STAR partners 23

24 Print Media 24

25 Product Labels Properly label products to demonstrate qualification as point of differentiation Aid consumer decision making process 25

26 Retail Stores 26

27 Retail Stores Some of the best things come in spirals! A cool light snack A warm light bulb Gives you energy Saves you energy Provides calories Provides longer lasting light Satisfies hunger Satisfies ENERGY STAR requirements 27

28 Events 28

29 Partner Communication 29

30 Partner Communication 30

31 Web 31

32 Results Dramatic increases in brand awareness and influence Based on increased consumer demand, Manufacture of ENERGY STAR qualified products has increased exponentially Retail sales and support of ENERGY STAR continues to grow Over 1 Billion ENERGY STAR products have been sold to date 32

33 Conclusions: What Works 33

34 What Works Profile Target Audience Define audience and prioritize segments Consider how brand resonates with consumers What values does brand represent? Personalize the cause through consumer-relevant messaging Money savings, energy savings, increased comfort/improved product performance, environmental benefits Simplicity is key: too much energy education can be a dangerous thing Engage vs. overwhelm Design engagement strategy around natural consumer touchpoints Consider where consumers interact with your brand as relevant to business challenge, i.e. Retail stores Web Home energy bills Events 34