Marketing and research with Generation Y
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New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com
Nice to meet you! Meet InSites Consulting
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I’m Robert I am 44 years, working in London, living with the 3 boys & 2 women of my life. Experienced researcher, passionate Marketer (fellow at CIM J), Managing Director UK & healthcare industry and B2B Marketing expert and committed to help companies in their quest to connect better with their consumers.
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Fact sheet § Spin-off of top-ranked business school § 15 years of experience and know-how § Pioneer and innovator in online methods § Covering any marketing domain § Fully independent § London, New York, Rotterdam, Ghent, Timisoara § 125 passionate employees § Proprietary research panel in +25 countries § Run research communities in +37 countries and
surveys in 60+ Awarded by ESOMAR I AMA I ARF I MRS I MOA I AMMA
Who we are
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We want to bring our clients to the future first
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Market Research
Peers
DIFFERENT STAKEHOLDERS INSIDE & OUTSIDE YOUR COMPANY
CONSUMERS IN THEIR VARIOUS ROLES
Colleagues
Advocates Sales & Marketing
R&D & Innovation
Company Consumer
CONSUMERS IN THE BOARDROOM Bringing
Judges
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We allow participants to ENGAGE with us anytime, anywhere (online, mobile, asynchronous methods…). We make it fun for them to give more & better answers (gamification, audio-visual cues, design…). We empower them to be co-researchers (crowd interpretation, co-moderation…).
Online Group Discussions
Consumer-led Ethnography
Research Communities
Social Media Listening & Netnography
1on1 Online Interviews
Digital Surveys Engage
METHODS Full portfolio digital
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Helping world leading brands become locally relevant
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Some of our UK customers
UK 2012
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#146
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R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
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//Authenticity for Generation Y
Real
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Real
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Real
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Results
• The bank doubled its Gen Y customer base from 2011
• The daily rate of cards sale increased by 58% in the first 6 months from the launch (the double vs 2009)
• 12 times more ST loan approval procedures initiated than weekly average 2010
• 10% more cross selling than in 2011
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strategy: engage – sell – build loyalty
Engage through their passion for Music
Exclusive access through Youth products
Capture more everyday spend
Relevance
Trial
Loyalty
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4 key partners to deliver sustainable engagement
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Exclusive experiences
Exclusive access
Tier 3
Tier 2
Tier 1
Exclusive content
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And enable constant social content and conversation
Page 52 agosto 27, 2012
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
30th
17th
4th
18th
4th
6th
23rd
20th
16th 9th
16th 14th
Panda, Moderatto, Paty Cantu, Enjambre,
Anahi, Zanetti, Sofi Mayen,
Miró
Experiencia
CALENDARIO "YOUTH PLATFORM"
Mastercard Hospitalities
PreSales
Giveaway Tickets
Memorabilia
Trip to concert outside Mexico
Coldplay
Travel with an artist
Backstage Pases in Mexico for
concert
Meet & Greets
Interview an Artist (Press Conference)
Be Part of a Video
Be at an album recording
Attend to band rehearsal
Music Lessons with an artist
VIP Parties
College shows
Pocket shows
Maroon 5 Linkin Park TBD
Belinda y Zoé
KISS Smashing Pumpkins
Coldplay Evanescence TBD Nervo
Los Claxons Mike Zanetti
Ha-‐Ash Miró Enjambre Sofi Mayen
Paty CantúHa-‐ash
Paty Cantu Miró Zoé y Zanetti
León Larregui Eiza Belinda Enjambre
Panda Los ClaxonsMike Zanetti Enjambre
Belinda Zoé
Sofi Mayen y Benny
Enjambre Sofi Mayen Miró Zoé
MiróHa-‐Ash
Panda ModerattoPaty Cantu Hello Seahorse
Enjambre/Sofi Mayen
Enjambre/Sofi Mayen
Enjambre/Sofi Mayen
Enjambre/Sofi Mayen
TBD
Leon Larregui Paty Cantu Moderatto
KEANE TBD
2012 2013
JULY AUGUST JULY AUGUSTJUNESEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY
TBD TBD TBD
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Breadth and variety of artists to establish credibility among Youth Belinda Enjambre Zanetti Sofi Mayen Alex Syntek
Coldplay Moderatto Anahí
Ha-ash Miro Benny
Eiza
Paty Cantú
Zoe
Panda
Hello seahorse
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Variety of benefits activated to address different objectives
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Presales Experiences with ar2sts
Content/ downloads Ticke2ng Offers
Purchase Purchase Access w/o card Access w/ card Access w/o card
Access w/ card Access w/o card
Access w/ card
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Creating a dynamic social community
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4,000 university student and 300 customers experienced the launch of Priceless Music at an exlusive concert with Moderatto
Priceless Music launch event in Mexico City to create buzz and momentum
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① Stay true to your roots, but don’t shout
② Close is the new cool ③ Be transparent and respectful, listen (like
friends would do)
Real
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// I WILL NEVER FORGET THE DAY…
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.
Surprise
Fear
Anger
Sadness
Disgust
Meeting the love of my life
Becoming a sport champion
My first kiss
Extreme experience (e.g. skydiving, mount climbing)
Parents got divorced
New school
Encountered aggression
When I was dumped by my
partner
Death of a person close to me
Was diagnosed with
a serious illness
When I got in a fight
Discovered I had no real friends when I needed them most Moved
Graduated
Got my driving license
Being dumped by my boy/girl friend
N = 40
N = 13
N = 14
N = 93
N = 30
Happiness N = 156
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① Deliver gratifications, not just pleasures ② Don’t use negative emotions ③ Happiness is about connecting youth in a
playful way
Happy
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I’m Maarten. 29 years old, born and raised in the Dutch speaking part of Belgium, moved over to London last year. Working as a research manager for our FMCG clients in the UK. Passionate about fuzzy front end innovation research, consumer activation and youth marketing. Committed to connect leading FMCG brands with consumers to drive growth.
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#1 Be relevant
Shared challenges to connect with Gen Y
#2 Be where they are
#3 Engagement
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They don’t like to ONE-WAY TRAFFIC SURVEYS
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They want to COLLABORATE
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As marketers
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As researchers
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Be where they are
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The process of us ing game thinking and game mechanics to solve problems and engage users
Gamification
Background
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Surveys
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Explore
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85
… it works!
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Rethinking a digital strategy
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Collaboration
Shared solutions to connect with Gen Y
Touchpoints
Gamification
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www.insites-consulting.com
Thank you! Maarten Lagae, Research Manager
@maartenlagae
http://uk.linkedin.com/in/maartenlagae
+32 7817 108 250
New York I Timisoara I London I Rotterdam I Ghent 151 Rosebery Avenue -‐ 4th floor I EC1R 4AB London I United Kingdom