Download - SMARK Marketing Research Conference 2015
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MANVERTISING
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if we are talking about shifting gears towards a new direction of communication
we must definitely take a look at some non gender centric facts
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moreover I invite you to leave the marketing scene and study a bit of physics
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Why physics ? ‘cause it’s laws are universal
and Dan Cobley made a great case that I want to share with you.
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Newton's Law: the force equals mass times acceleration
F = m X a
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acceleration equals force over mass
a = F / m
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which means that for a larger particle a larger mass
it requires more force to change its direction
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It's the same with brands: the more massive a brand, the more baggage it has, the more force is needed to change its positioning.
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If you are looking for a change think about a portfolio of brands
or maybe new brands for new ventures.
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Now, who remembers Heisenberg's uncertainty principle?
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In quantum mechanics, the uncertainty principle,
is any of a variety of mathematical inequalities asserting a fundamental limit to the precision with which certain
pairs of physical properties of a particle, known as complementary variables, such as position x and momentum p,
can be known simultaneously.
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By measuring it, the act of measurement changes it. It's the same in marketing.
So with the act of observing consumers, changes their behavior.
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Luckily, with now better point-of-sale tracking, more digital media consumption,
you can measure more what consumers actually do, rather than what they say they do.
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The null hypothesis You cannot prove a hypothesis through observation,
you can only disprove it.
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The null hypothesis You cannot prove a hypothesis through observation,
you can only disprove it.
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No matter how much you've invested in your brand, one bad week can undermine decades of good work.
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The second law of thermodynamics At a very microscopic level,
it simply says that if you have a system that is isolated, any natural process in that system
progresses in the direction of increasing disorder, or entropy, of the system.
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With the kind of digital content creation and distribution tools that are available now to every consumer,
it's impossible to control where your message goes.
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The message for marketing is that your brand is more dispersed.
You can't fight it, so embrace it and find a way to work with it.
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EPIC SPLIT FAIL Feat. Van Damme - Volvo Truck Split Commercial https://www.youtube.com/watch?v=4URm-dRVvzE
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Now let’s get into the gender centric mode
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What makes men tick?
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Emotion vs. Logic
You hear very often that emotional triggers work for women, whereas men are touched by the logic of things.
But is that true?
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2015 Commercial - #RealStrength Ad - Dove Men+Care https://www.youtube.com/watch?v=QoqWo3SJ73c
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The emotional trigger works just fine for men too. It’s the different language you got to use in order to switch it.
Care = Strength
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Product Navigation
Basic rule here, girls love to shop and guys want to get in and out. Women want to browse and look through products, whereas guys
love a small product line and a clear benefit.
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DollarShaveClub.com - Our Blades Are Great https://www.youtube.com/watch?v=ZUG9qYTJMsI
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Egocentric
When a guy is lost it will take some time and some alternative methods till he can stop and ask for directions.
Because man need to feel in control.
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TENA Men – Control https://www.youtube.com/watch?v=3NKvN7U5RXQ
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Custom products
We like to own products that are further proof that we are as manly as it can get.
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Hero Clean Launch: Ultra Laundry Detergent https://www.youtube.com/watch?v=hJmdaeioKfs
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Thank y u!