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‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
This report is provided for information purposes only. Except to the extent permitted by law, no part of this presentation / report may be reproduced, published, adapted, distributed, stored in a
retrieval system, transmitted or communicated for any commercial purpose [including education or training] without
the prior written approval of Square Holes Pty Ltd. Any reference to the research findings contained in this report
should state 'Source: report on Make Love Not War Research[2010] by Squares Holes Pty Ltd
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
“We shall fight on the beaches.We shall fight on the landing grounds.We shall fight in the fields and in the streets.We shall fight in the hills.We shall never surrender.”Winston Churchill4 June 1940
Is this you?
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
retain customers expand into new markets
increase brand awareness
grow market share
build shareholder value
maximise sales
new product development
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Digital Advertising PR Media Research Sales
etc…
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Are we so busy fighting our competitors we forget our consumers?
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Or, do we treat our consumerslike the enemy?
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
CheaperEasier
Bigger
Faster
Better
Free bit
Friendlier
Stronger
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
There’s much more depth to consumers than meets the eyes
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Major issues, such as smoking, unhealthy eating or unsafe driving, are
not rationally-based decisions.
Why do many marketers assume that consumers make rational decisions?
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
When it comes to our life passions, the things we can’t live without, these are
not rational, but highly emotional
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
The consumer isn't a moron, she is
your wife
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
To develop any true relationship, marketers need to get to the hearts of
consumers rather thanbombarding their heads
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Mission
“To explore the power of ‘love’ in marketing”
Stage 3.National survey
N=1,00016+ year olds *
Stage 2.In-home affinity
discussions
Stage 1.Ethnographic / Semiotic
Investigation
* Australia-wide representative sample – regional / metro, age, gender etc
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Manifestations of Love
Traditional
Emerging
JOYOUS LOVE
PASSIONATE ROMANCE
PRIZED POSSESSION
QUIRKY LOVE
HAPPY LOVE
UNIVERSAL LOVE
PROTECTIVE LOVE
FAMILY LOVE
COMMITTED LOVE
IDLYLLIC ROMANCE
BENEVOLENT LOVE
EPIC LOVE
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Experiences
Dine out / good food
Going out with friends
Travel
Friends
Experiencing new things
Personal Growth
Creating art / craft
Live arts performances
Studying / reading
Gardening / cooking
Working
Time Out
Watching TV
Using the Internet
Shopping
Using social media sites [e.g. Facebook, Twitter]
Movies
Relaxing with nothing to do
Active Lifestyle
Playing sport
Exercising
Watching sport
Camping / going to the beach
Escape
Having good beer
Having good wine
Gambling
Family
Family
Spending time with children / grandchildren
71%
51%
25%
70%
34%
32%
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
We are not all the same
Introducing …Square Holes’ Driver Segments
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Carefree Survivors Jo Average Dreamers
A bit about me …
I’m an older female focused on my family. Other loves include new experiences,
and time to relax.
I’m a male on a lower than average income just getting by how best I can. My family
is important
I’m a typical person. My family is important to me,
yet I also love new experiences.
My mind is firmly set on the future – living the dream. Experiencing life, learning
new things and chilling out.
Segment size 12% 11% 48% 29%
Who are they …
Gender Skewed to females [64%] Skewed to males [66%] Spread across Spread across
AgeSkewed to older [62%;>40yrs]
Spread across Spread across Skewed to younger
[75%;<40yrs]
Average income $69,000 $48,000 $67,000 $68,000
Drivers …
Experiences 71% 28% 78% 73%
Personal Growth 35% 13% 38% 32%
Time Out 55% 33% 51% 55%
Active Lifestyle 29% 14% 39% 34%
Escape 6% 18% 33% 24%
Family 92% 50% 87% 47%
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
More about what we love …
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
family friends
brandspassions
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Family, 78%
Friends, 45%
Passions
Brands
Good food 41%
Travel Oz 30%
Travel O/S 29%
Internet 27%
Reading 27%
Eating out 24%
Movies 24%
Relaxing 20%
New things 20%
Food 33%
Travel 29%
Technology 28%
Communication 20%
Beverages 19%
Motor vehicles 14%
Clothing & accessories 13%
Everyday 9%
Retail 9%
Services [eg banking] 3%Only 5% love their workmates
Only 2% love their neighbours
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
So, what are theTop 10 Loved Brands?
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
If you’re not relevant, you’re invisible
Are you talking to me?
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
If you’re not sincere, I can’t trust you
Don’t give me any bullshit!
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
New media has a key role in cutting the bullshit
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
since
rityrelevance
Where do you fit?
If you’re not relevant,you’re invisible!
Don’t give me any bullshit?
Love
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Communication
Technology
Beverages
Food
Everyday Retail
Travel
Motor Vehicles
Services
Clothing &
access
since
rityrelevance
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
There are notable category differences
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
It’s all about marketers sincerely fitting with consumers, not vice versa
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Clo
thin
g a
nd a
ccess
ories
Serv
ices
Moto
r vehic
les
Tra
vel
Reta
il
Every
day p
roduct
s
Food
Bevera
ges
Tech
nolo
gy
Com
munic
ation
Aesthetic appeal - looking good 59% 4% 34% 9% 29% 23% 6% 4% 28% 10%
Basic needs - something you can't live without 29% 68% 49% 19% 50% 61% 43% 34% 52% 66%
Self indulgence - it's about you 46% 7% 32% 43% 41% 42% 55% 57% 39% 24%
Family and friends - something you share 11% 10% 22% 42% 20% 19% 37% 42% 33% 37%
Safety and well-being - security and health 6% 30% 38% 27% 8% 14% 9% 7% 8% 15%
Success - pride and fulfillment 12% 14% 23% 13% 11% 6% 5% 4% 18% 10%
Loved brands are often ‘something I can’tlive without,’ unlike competing brands
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
When love goes wrong
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
SwingingSubstance
People need people Just words
Baggage Trying too hard
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
“How can brands expect us to love them, when they don’t do what they say?”
Substance
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
“It’s like they just don’t want to talk tous anymore”
People need people
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Love doesn’t guarantee salesSwinging
Co
mm
un
ica
tio
n
Te
ch
no
log
y
Be
ve
rag
es
Fo
od
Eve
ryd
ay p
rod
ucts
Re
tail
Tra
ve
l
Mo
tor
ve
hic
les
Se
rvic
es
Clo
thin
g a
nd
acce
sso
rie
s
Oth
er
<20% 47% 62% 58% 58% 51% 44% 56% 57% 55% 56% 55%
20-50% 18% 19% 19% 20% 20% 28% 19% 18% 20% 27% 23%
>50% 34% 20% 25% 21% 28% 27% 25% 24% 25% 16% 23%
It just improves the chance of demanding a brand
Proportion of annual category spend
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
“When ‘love’ is used in advertising it is annoying. They don’t love us”
Just words
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Ave 36%
16-20 62%
21-30 42%31-39 38%
40-49 30%
50+ 24%
since
rityrelevance
since
rityrelevance
since
rityrelevance
since
rityrelevance
Trying too hard
You can’t please everyone
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Baggage
Too many bad relationships
Relevance
Sincerity
Love
16-20 21-30 31-39 40-49 50+
Age …
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Baggage
Too many bad relationships
Need segments …
Relevance
Sincerity
Love
Carefree Survivors Jo Average Dreamers
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
So, what am I saying?
How do you get to the heart of consumers?
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
But, there’s no ‘one-size fits all’
You need to get intimate with your consumers and understand them
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
The consumer is not a moron
Drivers
Needs
Emotions
Love
‘Get to the hearts of
consumers’
CreativityConnect with your consumers
+
ClarityFind message precision
+
CommitmentThink bigBe braveMake a difference
SincerityIf you’re not sincere,
I can’t trust you‘Don’t give me any bullshit’
+
RelevanceIf you’re not relevant,
you’re invisible‘Are you talking to me?’
Communications Consumers
Sincerely fitting with consumer
lives
Speaking with the
right tone
What drivers them?