power to the people - homepage | aceee · 2020. 2. 5. · more is less more products more media ......
TRANSCRIPT
Power to the People
1
Motivating Consumers in the 21st Century
• Marketing has become a two-way street
20th Century: Marketing functioned on one-way communication
21st Century: Marketing relies upon engagement with target consumers
• Why?
2
Communications Clutter
3
Brands Proliferate Messages Multiply
Number of Brands on U.S. Grocery Shelves
Daily Advertising Messages to Which Average U.S. Resident Exposed
Media Fragmentation
• Network Proliferation3 Networks in 1973
102 Networks in 2003
• Screening Technologies
TIVO and iPod allow users to screen out advertising
• Forrester predicts at least 50% of American households will have TIVO by 2010
4
Internet Household Penetration
• Internet Explosion
Now more highly penetrated than cable TV• 67.9% vs. 65.8%
Growth at expense of other media
• 21% watch less TV•10% listen less radio•13% read less print
The New Marketing Math: More is Less
More Products
More Media
+ More Messages
= Less message breakthroughLess message retentionLess message credibilityLess effectiveness in traditional marketing campaigns
5
The thing that is important is creating communication that is getting into people’s lives. Whether it’s traditional or nontraditional marketing, its advertising, and if people don’t want it in their lives, they are now empowered to do something about it.
Ty Montague,Co-Creative Director,Wieden + Kennedy,New York
6
“
”
7
Creating Relevance
8
Consumer-Centric Planning
• A new marketing discipline focused on creating relevance with consumers
• Planning model represents a shift in strategic thinking
From Brand to ConsumerFrom Discipline/Medium to Touch-point
• Key components include:Messaging Strategy – Crafting messages which resonate
with target audienceEngagement Strategy– Planning communications around
points at which consumers naturally interact with the brand
9
Example:New Balance Pink Ribbon Merchandise
Profile Target Audience
• Segment & Prioritize
10
11
Consider Consumer Brand Values
• How does brand resonate with consumer targets?
New Balance
• Peak performance, Personal Achievement, brand as enabler• Purity of cause (no celebrity spokesperson, flashy advertising, etc.)
Breast Cancer Cause
• Ubiquity of cause spurs broad awareness/involvement• Broad range in degree of Involvement , from purchase to fundraising
12
Design Messaging Strategy
• Use brand reference points to develop campaign theme that establishes personal relevance with cause
• Engages target as women rather than consumers
Athlete. Non-athlete.
Doesn’t matter.
Everyone knows someone who has been affected by breast cancer.
How do you choose to get involved?
Create Engagement Strategy
13
• Design engagement strategy around natural consumer touchpoints
Provide numerous simple, unobtrusive ways for women to get involved in cause
• Without compromising integrity of cause,New Balance’s brand positioning orcredibility with core audience
14
Print Media
15
Retail Stores
16
Product Packaging
17
Internet: newbalance.com
Race Events
18
19
Example:ENERGY STAR Labeled Products
Profile Target Audience
20
• Segment & Prioritize
21
Consider Consumer Brand Values
• How does brand resonate with consumer targets?
ENERGY STAR labeled products
• Quality performance, energy efficiency, moneysavings, environmental benefits
Environmental protection• Protect environment for future generations• Live responsibly and do your part
22
Design Messaging Strategy
• Messaging StrategyUse brand reference points to establishpersonal relevance with cause
• ENERGY STAR can help you save energy, money and the environment
Create Engagement Strategy
23
• Design Engagement Strategy around natural consumer touchpointsLeverage support of ENERGY STAR partners
24
Print Media
25
Product Labels
• Properly label products to demonstrate qualification as point of differentiation
Aid consumer decision making process
26
Retail Stores
27
Retail Stores
A cool light snack
A warm light bulb
Gives you energy
Saves you energy
Provides calories
Provides longer lasting light
Satisfies hunger
Satisfies ENERGY STAR requirements
Some of the best things
come in spirals!
28
Events
29
Partner Communication
30
Partner Communication
31
Web
32
Results
• Dramatic increases in brand awareness and influence
• Based on increased consumer demand, Manufacture of ENERGY STAR qualified products has increased exponentiallyRetail sales and support of ENERGY STAR continues to grow • Over 1 Billion ENERGY STAR products have been sold to date
33
Conclusions:What Works
34
• Profile Target AudienceDefine audience and prioritize segments
• Consider how brand resonates with consumersWhat values does brand represent?
• Personalize the cause through consumer-relevant messaging Money savings, energy savings, increased comfort/improvedproduct performance, environmental benefits • Simplicity is key: too much energy education can be a dangerous thing• Engage vs. overwhelm
• Design engagement strategy around natural consumer touchpoints Consider where consumers interact with your brand as relevant to business challenge, i.e. • Retail stores• Web• Home energy bills• Events
What Works