Using consumer insight in advertising: from classic advertising to social network

“A flash of identification is the root of most of the good communication. It is true for a painting or a novel. It is true for a good advertisement, too.”

DAVID ABBOTT, copywriter

Giulio BONINI

19 febbraio 2009 Relatore Professor Marco Livi

What a Consumer Insight is

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The four Properties of the Insight

The Benchmark of Consumer Insight in Advertising

Applications in Unconventional Ads

Applications in creating Social Networks

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A Marketing introduction

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SummarySummary

A Marketing introduction

• Consumers are fed up and bored with brands who impose products as perfect as gods.

Credibility of brands has long gone! Credibility of brands has long gone!

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One examples above all: Mc Donald’s

• Show that you are CLOSE to your customers• Build complicity with EMPATHY: show that you know their world and values• BEST OF ALL: SHOW THAT YOU ARE ONE OF THEM

• Brands must regaing consumers’ trust (and loyalty will come)

BUT HOW ??!

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• The best way to show closeness and empathy is to use a KNOWLEDGE that only your target shares

HE WILL ACKNOWLEDGE THAT YOU’RE NOT USING STEREOTYPE

…but a REAL COMPREHENSION OF HIM

YOU’LL GIVE VALUE TO YOUR CUSTOMER

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11 Ointment for back ache Voltaren Emulgel:

‘When everyday movements seem impossible’

What a Consumer Insight is

It’s data about the target

It’s a single knowledge about the targetthat has particular efficacy

when applied in the relationshiprelationship with him

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I think…

Most people think…

Four properties of the Insight:

I. DeepII. OriginalIII. Base of your communicationIV. Specific for your target

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Deep

• Hit the deepest part of consumers’ heart

• Forget extreme-tones communication and create messages that can resonate with consumer

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• Five levels of depth of the insight:

‘If you don’t lick your fingers, you’ll halve the pleasure’

1. Aestetic: gestures or symbols that are shared among the target

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Fonzies chips:

CONSUMER INSIGHT: the act of licking one’s finger while eating chips

2. Everyday problems (see Voltaren Emulgel above)

3. Beliefs and Attitudes:

Goldstar beer:‘Thank God you’re a man’

4. Emotions and Sensations

AXN (a TV channel for action film):“Relax if you can”

CONSUMER INSIGHT: the warmth of the wanted emotions doesn’t permit to sit comfortably

5. Social or Individual Self (own Identity)

Consumer insight: the memory of the DDR

www.osthits.dewww.ostprodukte.de

www.ampelmann.com

“Trabi Duft”: l’eau de Trabant

The ‘Ostprodukte’:The ‘Ostprodukte’:

The deepest level

Original

• Communication is a tool to differentiate from competitors (Jack Trout)

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Original consumer insight will draw original massagesOriginal consumer insight will draw original massages

Clothes detergent Tide: ‘Because you are what you wear’

Base of your communication

• the core of the message (not a peripheral aspect)or better…

• the core of the relationship (=every massage)

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Consumer insight must be:

Specific• Make appeal to the sense of belonging to a specific

sub-culture

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Play Station 2: “Sleepless nights”…playing Play Station and the next day can’t hide the reddening of the eyes

The benchmark of Consumer insight44

How being 42 y.o. and still working as a trainee?

• Depth: Time and career are the most precious values in business

• Originality: It’s the first brand that used this insight

• It’s the core of this advertisement

• Specific for only businessmen

Insight: “Talent in business is to get on early”

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Application in Unconventional Adv

Insight: Socio-economic factsare interconnectedand their balance is unstable

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Applications in creating Social network66

More than 30,000 users in the target districtMore than 6,000 daily users

A social network which name is the name of a very small district in Italy

A big success!A big success!

But Why?But Why?

Functions1) Meeting people on-line (chat, blogs, profiles, photosharing) both off-line (parties)2) Promote the district (pages about the towns, use of dialect)

The target:• Small (8 towns, the biggest 27,000

inhabitants)• Identity not much known outside• Threatened by a strong immigration

66There’s an Insight! There’s an Insight! The social identity The social identity

Conclusion

• The use of a good Consumer Insight (see the 4

properties) can make a communication really effective

• This is true for every kind of communication, with every media (print, ambient, Internet sites…)

Thank you for the attention.

Any questions?Any questions?