What's New in Product Marketing Getting Results When it Matters March 27, 2012
What's New in Product Marketing Getting Results When it Matters 1. How do I understand what makes people buy my brand, product or service? 2. How do I engage with my customers in a fast changing digital landscape? LEVEL5 STRATEGY GROUP 2012 CONFIDENTIAL - DO NOT COPY 2
Building and Maintaining a Successful Brand 1. Find an unmet need in the market 2. Deliver a quality product or service to the market 3. Make people aware of it and make it readily available 4. Increase share of market, revenues and EBITDA LEVEL5 STRATEGY GROUP 2012 CONFIDENTIAL - DO NOT COPY
What Drives Choice? LEVEL5 STRATEGY GROUP 2012 CONFIDENTIAL - DO NOT COPY 4
THE NEW RULES OF RESEARCH 1. Decision making is equally rational and erational 2. Although people can t articulate the real reasons they buy things, they can react to cues, and we can deduce the real drivers 3. Quantifying the impact of erational as well as rational drivers enables us to significantly improve our ability to predict behavior and improve our brand s trajectories 5
Smartphones are the Most Emotionally Driven Category Ever Tested, On Par with Beer HOT (Emotions & Brand Personality) SPEX (Rational Criteria) 63% emotional Source: Hotspex R&D usage and attitudes study (2008) of 101 brands in 34 categories, with 10,000+ respondents 6
Orange: The Inspiring or Leadership Zone (Control) Is based on feeling inspired and optimistic Brown: The Competent Zone (Adulthood) Includes core emotions of acceptance and fellowship, as well as feeling informed and selfconfident Green: The Trustworthy Zone (Conservative) Is grounded in emotions such as trust, loyalty, and respect Yellow: The Interesting Zone (Extroverted) Is built on the core emotion of interest as well as feelings of amazement and surprise, and being alive and energized LIKE YOU Grey: The Familiar Zone (Introverted) Is home to feelings of satisfaction and gratitude Red: The Fun Zone (Open to Change) Is associated with emotions such as enjoyment, amusement, and desire Purple: The Friendly Zone (Childhood) Is associated with emotions related to liking Blue: The Nurturing Zone (Cooperation) Is linked to feelings of human warmth such as love, caring, and compassion 7
Emotional Profile of an Ideal Brand 8
Key driver 9
High impact attributes - CANADA
High impact attributes - CALIFORNIA
Smartphone Brand A Smartphone Brand B Source: HotSpex, 2010 12
The Ideal Smart phone is in the inspiring zone Key drivers (persona) Key drivers (emoti) Competent Hidden drivers Knowledgeable Careful with money Table stakes Leader Influential Motivated Ambitious Admired Self-disciplined Strong Loyal Competent Safe Out of date Boring Negative Interesting Passionate Good shape Inspiring Honest Unimaginative Familiar Entertained Popular Friendly Loving Unsophisticated Friendly Source: HotSpex 13
Integrating Social Media into the Marketing Mix LEVEL5 STRATEGY GROUP 2012 CONFIDENTIAL - DO NOT COPY 14
Key Questions to ask when integrating Social Media into the Marketing Mix Do customers want to talk with your brand or product? How important is your brand or product in their life? Can you listen and provide content that is of value to them? Can you make the conversations personally relevant? Can you measure the effectiveness of conversations? LEVEL5 STRATEGY GROUP 2012 CONFIDENTIAL - DO NOT COPY 15
www.the-girl-store.org
Forget Social Media: Think Social Profitability LEVEL5 Discussion Paper Brand Perspectives Series Understand the true implications on resources, cost and time Frequency and Relevance Redefine the Information Flows Cultural Shift Accountability Developing new Competencies Adapting LEVEL5 STRATEGY GROUP 2012 CONFIDENTIAL - DO NOT COPY 17
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