strategic planning & the importance of consumer insights

and the Importance of consumer insights

Planning

Presented by Karen Saba

What do you think planners do?

Agency Structure

Picture Credit GriffinFarley http://www.slideshare.net/griffinfarley/strategic-planning-in-advertising-2002276

One half creative and the other business

Planners are2 people in 1!

Picture Credit CutenessAreej http://www.flickr.com/photos/cutenessareej

We are atthe crossroads of:

Societal Trends

Cons

umer

Kno

wle

dge

Brand Strategy

A research expert

A strategic creative mind

A creative gatekeeper

A trend analyst

A brand guardian

Our Key RolesIn the Agency

Creative Planners

The Anthropologists

The Critical Thinkers

The Observational Planners

By the Numbers Planners

The Jack of all TradesDiffe

rent

type

s of

plan

ners

Credit: http://www.accountplanningblog.com/2012/02/6-types-of-account-planners.html

AT THE COREOF EVERYTHING

WE DO IS …

THEINSIGHT

“At the heart of an effective creative philosophy is the

belief that nothing is so powerful as an insight into

human nature, what compulsions drive a man,

what instincts dominate his action, even though

his language so often camouflages what really

motivates him.”

BILL BERNBACH

A fundamental truth about human emotions /

behaviour, which can be leveraged to build a

brand

What is an Insight?

People don't want quarter-inch drills.

They want quarter inch holes.“ “

A CONSUMER INSIGHT

IS NOT

Mothers are tired after a long day of taking care of the babyAN OBSERVATION

80% of mothers buy baby care products from the pharmacyA STATISTIC

Observationsrecord what people do or say

Insightsanswer the question ‘Why?’

A good InsightHas a clear tension in itIs an unmet needIs explanatory and not descriptiveIs not what a consumer does but what drives them to do itCreates a reason for the brand to play a role in your lifeAnswers the question “Why?” not “What?”

INSIGHT

OBSERVATIONWomen are looking for healthier snacking alternatives

These are women who love to snack

but every time they indulge in

something they love, they feel guilty about it

The average first time mom in KSA is 21

Women are twice as more likely to consume healthy food as men are

A woman’s skin is a reflection of how she feels inside and out, when her skin feels good, she feels more social and outgoing

Women shop more than men

80% of the UAE population are Expats

Find the

insight

The average first time mom in KSA is 21

Women are twice as more likely to consume healthy food as men are

A woman’s skin is a reflection of how she feels inside and out, when her skin feels good, she feels more social and outgoing

Women shop more than men

80% of the UAE population are Expats

Find the

insight

Different types of

insightsBR

AND

PRO

DUCT

CULT

URA

LCO

NSU

MER

…and then some

The unique 'ritual' of preparing (119.5 seconds) and serving Guinness

means drinkers have to wait with a growing sense of anticipation for the perfect pint. This anticipation and its

attendant emotions of suspense magnifies the reward of the first sip.

Brand Insight - Guinness

A mother, or grandmother will always see her children just as that, children. Especially when it comes to food, she wants to make sure they are well fed and healthy. It’s also another way for

her to show her love.

Cultural Insight - Taanayel

With a great confident smile and nice, clean teeth you can get away with a lot

more than you normally would.

Product Insight - Crest

A mother wants reassurance that she is

caring for her baby and is looked upon by others in

the best possible way.

Consumer Insight – J&J

Why is a great insight like a

refrigerator?

Because the moment you look into it, a light comes on.

Brand Positioning

Consumer Insight

But where does the brand fit in?It has to relieve a consumer tension. There has to be a role for the brand.

Otherwise what’s the point?

As a dieter, I can’t stand deprivation, especially the indignity of extreme portion control. I yearn to enjoy a regular portion of something rewarding.

Sugar-free Jell-O satisfies you with a full cup of sweet, cool dessert for only 8 calories.

Early in life, the first car of my dreams was a Jaguar.

Jaguar “refires your desire” by recreating your childlike sense of wonder at its magic.

Life seems inundated with things bearing price tags, while I care most about the special people and experiences that give life real meaning.

MasterCard helps you savor the priceless relationship and experiences in life by taking care of the things money can buy.

Some more examplesInsight Role of Brand

One great insight is worth a thousand good ideas

– Phil Dusenberry

“In the advertising business, a good idea can inspire a great commercial. But a good insight can fuel a thousand ideas, a thousand commercials.”

You can close your eyes but you can never close your nose.

Febreze

While you sit back and enjoy your flight, your suitcase will go through hell and back.

Samsonite

Guess the Insight

Some campaigns have no insightsThey are pure entertainment / story telling or brand belief

You want to beBe curiousReadQuestionUnderstand cultures and peopleCriticize and AnalyzeStay up to date with everything and anythingBuild your knowledge base Become an encyclopedia of knowledgeHave passions outside of advertising

a planner?

Keep in Touch

@karensaba

www.karensaba.com

karensaba00@gmail.com

uk.linkedin.com/in/karensaba