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To change customer mindsets you need to understand their needs.
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Building better customer relationships
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MindWorks changes customer buying behaviour
by understanding customer current mindsets and then
delivering a relevant and an engaging creative message.
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Discovery
Creative DevelopmentEvaluation
Implementation
Response CaptureAnalysis
Recommendation
Quantify DM Campaign ObjectivesDM Planning and StrategyEstablish Sales Pipeline
MindSearch®Customer InsightsCustomer Benefits
Creative Idea
Campaign ManagementSupplier Partner Briefing
MindWorks Methodology - where MindSearch® fits
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Single Minded Proposition
Product Benefitvs
Customer Benefit
Creative Execution
Creative Idea
Stage 2 Stage 3
Key Customer Insight
Customer Insightsplus
Market Insights
Stage 1
MindSearch®MindSearch™ is a three-stage Strategic Creative process aimed to deliver improved DirectMarketing results.Stage 1 and Stage 2 are undertaken in collaboration with the client during a workshopfacilitated by MindWorks.
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Demographics
LifeStage
LifeStyle
Buying Behaviour
Stage 1: ‘Paint a Picture’We start by painting a ‘word’ picture of the customer from gathered research,experience, knowledge. This customer picture (list of words) becomes thereference point from which our Customer Insight assumptions are checked.
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Stage 1: Key Consumer Insight (KCI) Analysis cont.
Identify customers most critical ‘nagging need’
Customer’s desire
KeyCustomer
Insight(KCI)
Customer’s expectationCustomer’s need
Customer’s want
Customer’s knowledge
Secondary Research
Outcome: List of all known (research) or assumed (experience/knowledge) Customer Insights.
Customer’s perception
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The launch of a NEW COOKBOOK is used todemonstrate the MindSearch® workshop findings…
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Customer desire To look good in front of my friends
Customer expectation Recipes that will work every time
Customer need Recipes that offer value for money
Customer want Simple and easy to understand recipes
Customer perception Not every dish will be perfect
Customer knowledge My friend said that recipes are easy
Key Customer Insight I want simple and easy to understand recipes
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Stage 1: Key Consumer Insight (KCI) Analysis cont.
Outcome: Identify a single Customer Insights for each customer behavior group.Rank Customer Insights in order of importance.Define in first person the most critical (Key) Customer Insight.
Ranking
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Product Benefits
Never more than 7ingredients to assemble
Clear & simple – easy tofollow, easy to use
Short preparation andcooking times
Ingredients are readilyavailable in your localsupermarket
Customer Benefits
Stress-free enjoyable cookingfor busy people
Fewer kitchen disasters andbetter results
Spend less time in kitchen andmore time with family
Less time shopping andhunting for ingredients
Ranking
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Stage 2: Single Minded Proposition (SMP) DevelopmentTranslate Product Benefits into Consumer Benefits (CB)
Outcome: Customer Benefits ranked in order of importance
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Key CustomerInsight
I want simple and easyto understand recipes
Customer Benefit(that most aligns with KCI)
Spend less time in kitchenand more time with family.
Single MindedProposition
Cook like a chefwithout spendingexcessive time in thekitchen
Stage 2: Single Minded Proposition Development cont.
Sychronise CB with KCI to define a singular benefit (SMP)
Outcome: MindWorks encapsulates the SMP in a statement which serves as aplatform for the Creative Idea
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Creative
Execution
Creative Idea
Stage 3: Creative Idea Development
Outcome: Our Creative Idea ‘connects’ with the customer through a key message thattaps into the customer’s present mindset. Once a ‘connect’ is made thecustomer is more likely to pay attention to ALL the benefits of the product.
This helps trigger a change in the mindset and a new buying behavior is achieved.
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The MindSearch® process assists MindWorks to create targeted
communications that deliver improved Direct Marketing results.
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For more information please contact Cameron Steel:
T 02 9299 3300
W www.mindworksmc.com.au
