The Relevance Trap
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THE RELEVANCE TRAP By Nigel Rahimpour Global Planning Director, Saatchi New York
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Marketing's over-reliance on consumer relevance has led to advertising uniformity. In such a world, it's more important to be different than to be relevant.
Transcript of The Relevance Trap
THE RELEVANCE TRAP
By Nigel Rahimpour
Global Planning Director, Saatchi New York
Today, Companies Focus On Shareholder Value More So
Than Anything Else.
To Maximize Share
Holder Value, Companies Must Grow At A Higher Speed.
The Faster The Growth Momentum, The Greater The Perceived DifferenJal Advantage, Which In Turn Makes It A More Appealing Brand To Consumers And AOracJve Stock To Investors.
ESSENTIALLY, IT ALL COMES DOWN TO…
DIFFFERENTIATION
SHOULD BE CLEAR TO MARKETING.
THE PURPOSE OF DIFFERENTIATION
SHOULD!
BUT IT’S THE
OPPOSITE!
WHEREVER YOU LOOK…
THE SAME BENEFITS
SAME REASONS TO BELIEVE
SAME STORIES
SAME RESEARCH
SAME PEOPLE
SAME INSIGHTS
EVERYTHING LIVES OR DIES BY WHAT SHE SAYS
AN INDUSTRY-‐WIDE OBSESSION WITH CONSUMER RELEVANCE
Relevance Differen-a-on
MAYBE DIFFERENTIATION IS MORE IMPORTANT…
Relevance Differen-a-on
AFTER ALL, 90% OF ADS FAILED TO BE REMEMBERED IN THE U.S. IN 2012
Source: Kantar Media
90% out of $140 billion
down the tube!
REALITY MIGHT BE WORSE! The Average City Person Is
Subjected To Over 1000 Ads Per Day
HOW MANY ADS DO YOU REMEMBER FROM YESTERDAY?
IF YOU ARE LUCKY, YOU MIGHT RECALL 3 ADS : 1000 ADS = 0.003
It’s Ironic How MarkeJng, Which Set Out To Drive DifferenJaJon,
Has Returned Brands Back To Commodity Status.
“WHEN YOU ACT LIKE A COMMODITY, YOU’LL BE TREATED LIKE ONE”
Kevin Roberts, CEO of Saatchi & Saatchi
YET, DIFFERENTIATION SHOULD BE SO EASY…
IT’S WHAT WE DO FROM EARLY CHILDHOOD -‐ DIFFERENTIATING
OURSELVES FROM OUR ENVIRONMENT
DIFFERENTIATION IS WHAT OUR BRAIN REMEMBERS
DIFFERENTIATION DRIVES CONVERSATION
GIVEN THE BRAIN’S NATURE TO COMPARTMENTALIZE SIMILARITIES…
X
X X
X
X
X
X
X
X
X
X
DIFFERENTIATION CAN GIVE BRANDS AN UNFAIR MINDSHARE
X
X
X
X
X
X
X X
X
X
X
DIFFERENTIATION LEADS TO BRAND SALIENCY
BRAND SALIENCY = THE DEGREE TO WHICH YOUR
BRAND IS REMEMBERED IN A PURCHASE SITUATION
CLEARLY, DIFFERENTIATION IS THE MORE EFFICIENT MEDIA STRATEGY
It Works For You Long Ader Your Media Plan Stops.
HOWEVER, TO BE REMEMBERED YOU MUST FIRST UNDERSTAND BASIC HUMAN COMMUNICATIONS
BASIC COMMUNICATIONS
ATTENTION
INTENT
PERSUASION
BASIC COMMUNICATIONS
ATTENTION “Hello Bartender”, “Wink-‐Wink”
INTENT “A Beer, Please!”
PERSUASION Good Tip
MOST CLIENTS FOCUS ON…
ATTENTION
INTENT
PERSUASION
ATTENTION
INTENT
PERSUASION
WHICH IS WHY OVER 90% OF ADS FAIL
ATTENTION
INTENT
PERSUASION
IN FACT, YOU CAN’T GET TO PERSUASION, IF YOU DON’T GET ATTENTION
ATTENTION
INTENT
PERSUASION
ATTENTION IS DRIVEN BY DIFFERENTIATION
WHICH IS WHY YOU NOTICE AND REMEMBER THIS
THIS
Cadbury’s Schweppes Gorilla TVC li[ed sales 9% across the franchise
AND THIS
IN A WORLD OF ADVERTISING SAMENESS, IT’S MORE IMPORTANT
TO BE DIFFERENT THAN TO BE RIGHT!
SEEMS SO BASIC, RIGHT?
YET, THE BIGGEST BRANDS DO NOT GET THE BASICS
PEPSI COPIED COKE FOR 30 YEARS…
NEVER GROWING ITS MARKET SHARE
PEPSI’S SUCCESS CAME WITH DIFFERENTIATION… AS A RESULT COKE CHANGED ITS FORMULA
IRONICALLY, NOW IT’S PEPSI THAT GETS COPIED
THE INSANITY CONTINUES
MARKS & SPENCER COPIES VITAMIN WATER
KICKER COPIES KITKAT
AND THERE’S MORE
ACROSS CATEGORIES & REGIONS
ESCAPE THE RELEVANCE TRAP BY…
GOING BEYOND COMMODIFIED CONSUMER RESEARCH
UNDERSTAND MACRO CONTEXT!
Poli-cal
Technological
Economic
Environmental Social
Cultural
Company
DO MULTILENS RESEARCH
Brand Insight
Product Insight
Consumer Insight
Non-‐User Insight Compe--on Insight
Macro Culture Insight
Channel Insight
Overall Market Insight WHITE SPACE
CHALLENGE ASSUMPTIONS Only 27% of respondents expressed a posi-ve a`tude about Porsche drivers
… yet 89% agreed “it would be my lucky
day” if given a chance to be one (Weeks & Williams JM 2006)
REFRAME!
REAL DIFFERENTIATION…
Swatch Turned the watch into a
fashion accessory
Red Bull Started the energy drink category
Mini Introduced small
car culture
LIKE THESE GAME-‐CHANGERS
BE AS INTERESTING AS THE TV SHOWS YOU’RE INTERRUPTING
What’s the relevance of a zombie series or that of a chemistry teacher, turned meth dealer, turned mobster? NONE!
“BE A MAGNET, NOT A MIRROR”
AFTER ALL
Nigel Rahimpour Global Planning Director Saatchi New York [email protected]
SPECIAL THANKS TO: Felicia J. Sanabria David Trok Alex Bragg
