Love Reduced
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Transcript of Love Reduced
“We shall fight on the beaches.We shall fight on the landing grounds.We shall fight in the fields and in the streets.We shall fight in the hills.We shall never surrender.”Winston Churchill4 June 1940
Is this you?
retain customers expand into new markets
increase brand awareness
grow market share
build shareholder value
maximise sales
new product development
Digital Advertising PR Media Research Sales
etc…
Are we so busy fighting our competitors we forget our consumers?
Or, do we treat our consumerslike the enemy?
CheaperEasier
Bigger
Faster
Better
Free bit
Friendlier
Stronger
Major issues, such as smoking, unhealthy eating or unsafe driving, are not rationally-based decisions.
Why do many marketers assume that consumers make rational decisions?
When it comes to our life passions, the things we can’t live without, these are not rational, but highly emotional
The consumer isn't a moron,
she is your wife
To develop any true relationship, marketers need to get to the hearts of consumers rather than
bombarding their heads
Mission
“To explore the power of ‘love’ in marketing”
Stage 3.National survey
N=1,00016+ year olds *
Stage 2.In-home affinity
discussions
Stage 1.Ethnographic / Semiotic
Investigation
* Australia-wide representative sample – regional / metro, age, gender etc
Manifestations of Love
Traditional
Emerging
JOYOUS LOVE
PASSIONATE ROMANCE
PRIZED POSSESSION
QUIRKY LOVE HAPPY LOVE
UNIVERSAL LOVE
PROTECTIVE LOVE
FAMILY LOVE
COMMITTED LOVE
IDLYLLIC ROMANCE
BENEVOLENT LOVE
EPIC LOVE
What do we love to doabove all else?
family friends
brandspassions
Family, 78%
Friends, 45%
Passions
Brands
Good food 41%
Travel Oz 30%
Travel O/S 29%
Internet 27%
Reading 27%
Eating out 24%
Movies 24%
Relaxing 20%
New things 20%
Food 33%
Travel 29%
Technology 28%
Communication 20%
Beverages 19%
Motor vehicles 14%
Clothing & accessories
13%
Everyday 9%
Retail 9%
Services [eg banking]
3%
Only 5% love their workmates
Only 2% love their neighbours
So, what are theTop 10 Loved Brands?
If you’re not relevant, you’re invisible
Are you talking to me?
If you’re not sincere, I can’t trust you
Don’t give me any bullshit!
sin
ceri
tyrelevance
Communication
Technology
Beverages
FoodEverday Retail
Travel
Motor Vehicles
Services
Clothing &access
sin
ceri
tyrelevance
“But, love won’t pay the bills”
Or, will it?
75-90%+ will use next time
70-90%+ will recommend
60-90%+ would pay 20%+ more than competitors[or won’t rule it out]
It’s all about businesses sincerely fitting with consumers, not vice versa
Basic needs“Something I can’t live without”
Self indulgence“It’s about me”
Family & friends“Something I share”
And, speaking with the right tone
Joy
Attraction
Fondness
But, there’s no ‘one-size fits all’
You need to get intimate with your consumers and understand them
When love goes wrong
SwingingSubstance
People need people Just words
Baggage Trying too hard
So, what am I saying?
How do you get to the heart of consumers?
1. It’s not a marketing thing – it’s an ethos from the top
2. It’s about deeply and truly understanding consumers
3. It’s not manipulating or forcing consumers
4. It’s about investing in product development, then branding
5. It’s not about treating consumers like morons, but with respect
6. It’s about consumer relevant marketing with no bullshit
7. It’s about a positive perspective on marketing – love not war
For more detailed informationcontact Square Holes www.squareholes.com