UCLA Restaurant Conference - Simon Mainwaring
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Transcript of UCLA Restaurant Conference - Simon Mainwaring
YOU ARE WHAT YOU MAKE. How to inspire guests to build your business with you. Simon Mainwaring Founder, We First April 26, 2016
1
Every company, brand And marketer is facing new challenges to reach, engage and sell to hyper-connected, media-savvy, and always-on consumers living in a challenging world. ©2016 We First Inc. 3
Culture has changed…
– Climate change – Wealth inequality – Water scarcity – Over-population – Healthcare costs
– Environmental damage
– Loss of biodiversity – Gender inequality
Marketing has changed…
– Digital disruption – Quantified self – Social media – Peer-to-peer – Mobile commerce – Big Data – Internet of Everything – Wearables
Consumers have changed…
– Media-savvy – Well-informed – Socially-conscious – Hyper-connected
– Consumer activists – Mobile focused – Values-driven – Always on
4 ©2016 We First Inc.
Shift from Me First to We First branding. ME FIRST BRAND
Opaque
Defensive
Disingenuous
Self-directed
Isolated
Profit for profit’s sake
Traditional mindset
Reactive
Schizophrenic
Shareholder
Dysfunctional
Broadcast
Status quo
Promotes advertising
WE FIRST BRAND
Transparent
Accountable
Authentic
Community-facing
Connected
People, planet, profit
Innovative mindset
Proactive
Consistent
Stakeholder well-being
Purposeful culture
Innately sharable
Future facing
Shapes culture
©2016 We First Inc. 7
Purpose: (Noun) The reason for which something is done or created or for which something exists. (Verb) One’s intention or objective.
2016 Edelman Trust Barometer
80% agree
“An organization can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
up from 74% in 2015
Consumers expect companies to do more than just make a profit.
©2016 We First Inc.
76%
74%
74%
69%
64%
53%
72%
74%
71%
64%
58%
42%
79%
75%
77%
75%
70%
64%
Government
Businesses
Consumers
Non-Profit Organizations
Charities and Philanthropists
Religious Organizations
All 6 Markets Developed Countries Developing Countries
…and that everyone must play a role - including business and consumers.
Re: thinking Consumption Report, BBMG, SustainAbility, GlobeScan
3 in 4 Consumers agree that improving the
environment & society is a shared obligation across government, private
sector, non-profits & consumers
©2016 We First Inc.
2015 Cone Communications/Ebiquity Global CSR Study
2015 2013 2011
Very/Somewhat Likely (net)
90% 91% 94%
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2015 2013
Which companies they want to see doing business in their community
What to buy or where to shop
Where to work
Which stocks or mutual funds to invest in
Which products and services to recommend to people
84% 85%
84% 86%
79% 80%
67% 66%
82% 85%
Given similar price and quality, consumers are likely to switch brands to one associated with a good cause:
Consumers consider a company’s social and environmental commitments before making important decisions. Very/Somewhat Important (net)
2015 CONE COMMUNICATIONS/EBIQUITY GLOBAL CSR STUDY 1110
©2016 We First Inc.
Consumers likely to switch to brands associated with a good cause.
2015 Cone Communications/ Ebiquity Global CSR Study
Consumers believe their purchases
make a moderate-to-significant impact.
©2016 We First Inc.
Globescan Regeneration Consumer Study
Consumers want to be part of the solution.
67% consumers
globally
are interested in sharing ideas, opinions and experiences with
companies to help them develop better
products or create new solutions
72% consumers
globally
believe in voting and advocating for issues important to
them
©2016 We First Inc.
2015 Cone Communications/ Ebiquity Global CSR Study
Consumers want to participate in many ways.
©2016 We First Inc.
The landscape of consumer activism.
Palm-oil free KitKats Chemical removal in Subway buns GMO-free Cheerios
©2016 We First Inc.
Purpose drives growth.
HBR 2015 The Business Case for Purpose Survey
Organizations that prioritize purpose experience significantly more growth than those that do not.
Organizations that prioritize & integrate purpose
Organizations that do not prioritize & integrate purpose
©2016 We First Inc.
Purpose defines the values of a company.
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Relationships determine the productivity, profit and impact of the brand.
Values define how stakeholders relate to each other.
©2016 We First Inc.
How purpose drives profit.
1. Own a fundamental human property.
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Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
19 ©2016 We First Inc.
In today’s social business marketplace, brands no longer show our separation or differentiation,
but our connectedness to values.
21 ©2016 We First Inc.
Consumers are driving story.
The first decision of a consumer is do they want to be part of your story.
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To inspire participation, the consumer must be the hero of your story.
That story isn’t static but must evolve and mature.
©2016 We First Inc.
KEY TAKEAWAY A brand must be the chief celebrant, not celebrity,
of its consumer community.
41 ©2016 We First Inc.
time
Tact
ics
and
conv
ersa
tion
them
es
Conversation leadership
Different tactics accumulate over time to
define, shape and lead the conversation
2006 Model transformations Self-esteem fund
2005 Real bodies
2004 Vote for real beauty
2007 Beauty comes of age Unrealistic beauty
2010 Self-esteem mentors Self-perception
2015 Choose beautiful
©2016 We First Inc.
Dove - Real Beauty.
Time
Them
es a
nd T
actic
s C
onversation leadership
Different tactics accumulate over
time to define, shape
and lead the conversation.
2005 Common Threads Recycling Program
2007 Footprint Chronicles
2010 Common Threads 5R Program
2011 Don’t Buy This Jacket 2009
Sustainable Apparel Coalition
2013 Worn Wear
2015 Worn Wear Tour
©2016 We First Inc.
Patagonia – Responsible Consumption.
Shared Planet
Different themes establish, maintain
and expand consumer
engagement around your
conversation.
Gridlock in Congress Job Creation
Boycott Political Donations Same Sex Marriage
Post-Traumatic Stress Disorder
Online Employee Education
Racism
What Starbucks Knows About America
©2016 We First Inc.
Starbucks – Shared Planet.
“Socially responsible brands accounted for
half our growth in 2014 and grew at twice the rate of the rest of the
business.”
Paul Polman CEO Unilever 2015
©2016 We First Inc. 57
CVS Health launches national quit smoking platform and campaign.
Intel CEO challenges entire industry to become ‘conflict mineral free.’
64
The evolution of revolution is contribution.
©2016 We First Inc.
The goal is to transcend your products, service and category to positively shape culture.
60 65 ©2016 We First Inc.
‘Give Back’ Foundation Team Sponsorship
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Feeding America Partnerships: Food donations, Drive Out Hunger Tour.
The Cheesecake Factory.
Thanksgiving Day Feast at Salvation Army
Annual Charitable Golf Tournament Celebrity guests to kick-off FA Hunger Action Month
Gift Card Donations
T. 310.450.0900 W. www.wefirstbranding.com
Crowded Space
LEADERSHIP OF STRATEGIC CULTURAL CONVERSATIONS
Tactical activations/donations
White Space
The Bigger Opportunity