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14h00 Welcome by Lisa Ohlin, Business Director InSites Consulting UK 14h10 Intro by Gert Kerkstoel, former Global Business Director Nike SB 14h30 How Cool Brands Stay Hot by Joeri Van den Bergh, co-founder & managing partner InSites Consulting & Gen Y author 15h30 Break 15h50 Client cases, by Tom De Ruyck, Head of Research Communities 16h20 Case study breakouts & group presentations 17h30 Drinks & canapés
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On authenticity
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On content
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P.Rod III Los Angeles skate
spots
Eric Koston
Kobe Bryant Switch Tre at
Santa Monica Pier Lance Mountain
Theotis & Nuggett …a rock Ice Cube & the car
Today is a
Good Day
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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.
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
Cool
Cool
//COOL =
0.38*Original
Cool
Cool
//COOL =
0.20*Popular
Cool
#146
Cool
Cool
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Cool
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Cool
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Cool
//Template 1 • Tekst ①Act, don’t tell
①Innovate and surprise
①Friends are the COOL filter
Cool
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Insert movie Adidas
Real
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Real
//Authenticity for
Generation Y
Real
Real
//Human factor of
branding
Real
QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?
Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
//re-Humanizing
marketing
Real
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①Stay true to your roots, but don’t shout
②Warm is the new cool
①Be open and respectful, listen (like friends)
Real
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//Michael stole the moonwalk from David…
Unique
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// who stole it from Marcel Marceau
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//Does this remind you of something?
Unique
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//Dietrich Mateschitz
Unique
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//Uniqueness by stealing from other industries
Unique
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Unique
Unique
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//Adaptation to the environment
Unique
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//But watch out for ADAPTITIS…
Unique
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①Sustain your unique proposition & style
①But adapt to the changing environment
①Not forgetting about your core audience
Unique
Self
Self
Self
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Insert movie rorschach U by Kotex
Self
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Self
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Self
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Self
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Self
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Self
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Self
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Self
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①Don’t offer products, support lifestyles
①Never use tribes on the outskirts
②Vary & combine different passion points
Self
Happy
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Happy
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Happy
Happy
// I WILL NEVER FORGET THE DAY…
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
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.
Happiness N = 156
Happy
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Happy
// I WILL NEVER FORGET THE DAY…
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
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.
Happiness N = 156
Happy
Happy
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①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is the new rebellion
Happy
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Happy
How many times “hot” in our book „How Cool Brands Stay Hot‟
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It is time to re-invent youth marketing (research)! Because Gen Y is different from any other generation before...
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Digital Natives asking for CEO powers. Get used to it and understand how to lead instead of how to control.
140 InSites Consulting beliefs - © 2010
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Invite Gen Y to the ‘boardroom’ of your organization. Get to know them better, connect, have a dialogue and start collaborating.
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Always-on research with youngsters acting as part-time marketers.
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Is a 24/7 connection possible?
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Key learning 1 Who makes research communities work?
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(1)50 30
WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.
Threads can last for too long!
Embed the interaction in community threads ...!
147 InSites Consulting beliefs - © 2010
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WHO? Creating in-depth relationships with few rather than superficial relationships with many.
148 InSites Consulting beliefs - © 2010
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i•den•ti•fi•ca•tion [ahy-den-tuh-fi-key-shuhn,]
noun
The convergence of brand's values with
that of the person, and the degree to
which the brand is regarded as having
personal relevance.
Typically represented by concentric
circles moving closer.
You Brand
WHO? What is connecting community members? Importance of brand and/or topic involvement.
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Key learning 2 What makes research communities work?
150 InSites Consulting beliefs - © 2010
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WHAT? Commitment from community members. Meet & greet, taking them on a guided tour, giving back.
151 InSites Consulting’s Research Communities
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WHAT? Empower & entertain them. Let them have their say. Enable them to share enriched content & social content.
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Connecting with B&J brand lovers
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WHAT? Let them play. Gamify your research and be amazed by the boost in reactions!
Levels? Badges? Status? Seriously? Do they matter?
Battle to earn badges
“We are lagging behind! I am sure with a gobby lass like me we can
head back to the top!!! “
Wow first place thats great and I would say a very big thank you to The Duchess and
Hettie who have placed some great posts.
“When I got my expert badge I bragged
to my family and said 'there see I told you I was an expert' lol its not often we get called such things so why shouldn't we be
pleased with ourselves”
We like to be challenged
Didn’t you ever try to beat the system?
Co-development Facebook page
Challenge the designers
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Be our eyes & ears...
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Key learning 3 How to make research communities work?
163 InSites Consulting beliefs - © 2010
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The story Equilibrium The methods The results
HOW? Creating an experience is hard work. Creating the right mix.
164 InSites Consulting beliefs - © 2010
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HOW? Commitment from the moderator. Instead of the X-factor, we talk about the C-factor.
165 InSites Consulting beliefs - © 2010
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HOW? Commitment from the company. Buy-in, engagement, input.
166 InSites Consulting beliefs - © 2010
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HOW? Go beyond the 30 min debrief. Don’t present engage, inspire & let them act!
167 InSites Consulting beliefs - © 2010
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Bring the consumers into the boardroom And you can take that rather literally if you like...
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Creating positive disruption
169 InSites Consulting beliefs - © 2010
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Making research used
170 InSites Consulting beliefs - © 2010
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Brainstorm and work together! And move from results to actions...
171 InSites Consulting beliefs - © 2010
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Create engaging experiences that inspire and are worth sharing
@tomderuyck
Case study FOREVER 21
1984, Los Angeles, CA
Chang Family
480+ stores
2010 Europe
On trend product
Several Lines, shoes accessories
Daily new styles
Wide, not deep
Very (very) affordable
Huge stores
Hi street A-locations & malls
Great merchandising
Fashion Blogging
Streetstyle Hunting
Haul videos
Social media
Why does Forever 21
appeal to generation Y?
Use CRUSH to explain.
Opening Forever 21 Antwerp
1000 waiting
23000 visited in one day
2 min on national news
Use the following elements to
device a launch strategy:
PR (Interviews Linda Chang)
the F21 hologram fashion show
Magazine Stylists
Fashion Blogging/streetstyle
City media
Let’s have a drink
Thank you