Got marketing results? If not, get relevant - The AMA-CT

Got marketing results? If not, get relevant
Presented by Andrea Coville, CEO
October 15, 2014
1
what we’ll talk about today
1
Why Brand Relevance?
2
The Relevance “Egg”
3
Relevance “Wisdom” and Research
4
Relevance Planning Approach
5
Content/Strategy Formulation
6
Program/Messaging Testing
7
Results Measurement/Metrics
8
2
Summary/Thanks/Questions
why brand RELEVANCE?
• An explosion of brand diversity
• An ability to choose
and filter information
• A shortage of time and attention
• An ability to access anything,
any time, any where
3
these times and RELEVANCE
The mind and heart are always
ready for fresh, even surprising
brand content to spark curiosity
and engagement…
… and to trigger an infusion of
meaning and emotion.
4
these times and RELEVANCE
Enter the age of the RELEVANT BRAND that:
• Identifies and refines emotional triggers
• Maps connection points that go beyond the obvious and simple
• Uncovers new drivers of behavioral change
5
self identification relevance – BY AGE
Risk-taker
Politically conservative
Spiritual
Idealistic
55+
30-54
19-29
Ambitious
Leader
Focused
Optimistic
Happy
Compassionate
10%
20%
30%
40%
50%
60%
Percent who say this applies to them
(Top 3 Box - 8 to 10 on a 10 point scale)
6
Source: Brodeur Relevance Surveys 2010-2013
70%
80%
IMPORTANT and RELEVANT to you personally
Please check just three from below as most important
and relevant to you:
• Being understood
• Finding meaning
• Being personally and professionally challenged
• Being in a loving relationship
• Caring for family and friends
• Staying healthy
7
IMPORTANT and RELEVANT to you personally
Being understood
Finding meaning
Being personally and
professionally challenged
Serving others
Having fun
Making a difference
Being financially secure
Being in a loving relationship
Staying healthy
Caring for friends and family
0
8
5
10
Source: Brodeur Relevance Surveys 2010-2013
15
20
the RELEVANT BRAND “egg”
9
METRICS for measuring brand relevance
• I associate it with values that are important to me
• It stands for the same things I do
• Being associated with it makes me feel
better about myself
• I want people to know that I am
associated with it
• It helps me meet my needs
Sensory
BRAND
Community
• It makes my life easier
• It is not for everyone but it is for people like me
• It inspires me
10
Thinking
Values
the relevant brand – ENGAGEMENT PATHWAYS
35.0
I associate it with values that are
important to me
30.0
It stands for the same things I do
25.0
Being associated with it makes
me feel better about myself
20.0
I want people to know that I am
associated with it
15.0
It helps me meet my needs
10.0
It makes my life easier
5.0
It is not for everyone but it is for
people like me
0.0
Charitable
Professional
organizations
services
11
High-end
products
Personal
products
It inspires me
Source: Brodeur Relevance Surveys 2010-2013
the relevant brand – CATEGORY LOYALTY
Think about the ONE product or service to which you feel most loyal.
What type of product or service is that?
60
50
40
30
20
10
0
18-24
12
25-34
35-44
45-54
55-64
65+
Food and drink
News and information sources
Consumer electronics
Clothing
Automobiles
Other
Source: Brodeur Relevance Survey 2014
the relevant brand – CATEGORY LOYALTY
Think about the ONE product or service to which you feel most loyal.
What type of product or service is that?
40
35
30
25
20
15
10
5
0
Food and
drink
News and
information
sources
Consumer
electronics
Male
13
Clothing
Female
Source: Brodeur Relevance Survey 2014
Automobiles
Other
the relevant brand – CATEGORY LOYALTY
Think about the ONE product or service to which you feel most loyal.
What type of product or service is that?
50
45
40
35
30
25
20
15
10
5
0
Food and drink
News and
information
sources
Caucasian
14
Consumer
electronics
Clothing
African American
Source: Brodeur Relevance Survey 2014
Automobiles
Hispanic / Latino
Other
why are you LOYAL to a product or service?
Percent ranking this #1
30
25
20
15
10
5
0
It helps meet
people's needs
Functional
15
It makes people's
lives easier
It makes me feel
good to support it
Sensory/Emotive
It inspires me
I associate it with
values that are
important to me
Values / Ethic
It stands for the
same things I do
I am proud to be
associated with it
Community/Social
why give MORE to a favorite charity?
Percent ranking this #1
30
25
20
15
10
5
0
It helps meet It makes people's I associate it with It stands for the It makes me feel
people's needs
lives easier
values that are same things I do good to support it
important to me
Functional
16
Sensory/Emotive
It inspires me
Values / Ethic
I am proud to be
It is not for
associated with it everyone but it is
for people like me
Community/Social
why are you LOYAL to your political party?
Percent ranking this #1
30
25
20
15
10
5
0
It stands for the I associate it with
It is not for
I am proud to be
same things I do values that are everyone but it is associated with it
important to me for people like me
Functional
17
Sensory/Emotive
It helps meet It makes people's It makes me feel
people's needs
lives easier
good to support it
Values / Ethic
It inspires me
Community/Social
how the category DRIVES points of relevance
(collapsing those choosing elements as #1 or #2 reason in driving personal loyalty)
Products and services
17%
Charities
11%
22%
Political parties
18%
30%
13%
36%
40%
21%
23%
Functional
18
53%
Sensory/Emotive
Values / Ethic
16%
Community/Social
category ‘RELEVANCE PROFILES’
In thinking about choosing a law firm to help you with a legal
problem, please rank the following statements in order of
importance …
• The firm I choose will be the
one with the most successful
track record [THINKING]
• The firm I choose will be the one
I can personally trust [VALUES]
• The firm I choose will be the
one recommended by people
I trust [SOCIAL]
Sensory
BRAND
Community
• The firm I choose will be the one
I feel is most committed to helping
me achieve a successful outcome [SENSORY]
19
General population survey of n=1000, May 2014
Thinking
Values
the relevant LAW FIRM
The firm I choose
will be the one I
feel is most
committeed to
helping me achieve
a successful
outcome
27%
13%
The firm I choose
will be the one with
the most
successful track
record
13%
27%
37%
23%
The firm I choose
will be the one
recommended by
people I trust
23%
20
The firm I choose
will be the one I
can personally
trust
37%
the relevant LAW FIRM
50
45
40
35
18-24
30
25-34
25
35-44
20
45-54
15
55-64
10
65+
5
0
21
The firm I choose will be the The firm I choose will be the The firm I choose will be the The firm I choose will be the
one with the most successful one I can personally trust
one recommended by
one I feel is most
track record
people I trust
committeed to helping me
achieve a successful
outcome
LEGAL SERVICES relevance profiles
VALUES ORIENTED – The largest group, they are driven by a sense of trust.
They are middle income and modestly older – people who likely have a lot at
stake in litigation.
SENSORY ORIENTED – For this group, over one-quarter of the market, the
most important thing is a sense of commitment. They are likely to be higher
income, more professional group.
COMMUNITY OR SOCIALLY ORIENTED – These are people who likely have
little background in the judicial world – they are younger – but have advanced
in their careers and lean on the recommendations of peers and elders.
FUNCTIONALLY ORIENTED – The smallest market, these are individuals who
are swayed by prior work and case studies. They often are younger and less
educated, but you also find a smattering of high income professionals here.
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category ‘RELEVANCE PROFILES’
In thinking about how you typically go about choosing a
financial services company like a bank or insurance company,
please rank the following statement in order of importance …
• I simply want a company that
either makes me or saves me
the most money [THINKING]
• I'm willing to forgo an extra dollar
in cost or profit to have a firm that
I know is responsible and
dependable [VALUES]
Sensory
Thinking
BRAND
Community
Values
• The firm I choose will be the one
recommended by people I trust [SOCIAL]
• I choose firms that make it most convenient for me to interact
with them by phone, Internet or mobile application [SENSORY]
23
General population survey of n=1000, May 2014
the relevant BANKING FIRM
I choose firms
that make it
most convenient
for me to
interact with
them by phone,
Internet or
mobile…
17%
30%
30%
I choose firms
that I know are
used by people I
trust and
respect
30%
24
23%
I simply want a
company that
either makes me
or saves me the
most money
30%
I'm willing to
forgo an extra
dollar in cost or
profit to have a
firm that I know
is responsible
and dependable
23%
FINANCIAL SERVICES relevance profiles
FUNCTIONALLY ORIENTED – Together with “community” these people
tend to be early in their careers and family development and particularly
focused on “the best deal” that can stretch a paycheck.
COMMUNITY OR SOCIALLY ORIENTED – Like the “functional” group,
these individuals are younger, but often more highly educated and a bit
more advanced in their professional career. They know what they don’t
know and rely on the advice of others.
VALUES ORIENTED – This is a much older, higher-income and higher
educated group. They are particularly discriminatory in how they select
services and look for someone they can personally trust.
SENSORY ORIENTED – The smallest but also the youngest and fastest
growing group. They assume that most firms are just about the same
when it comes to services and reliability. They put a premium on ease of use
and engagement.
25
category ‘RELEVANCE PROFILES’
In thinking about choosing a college, university,
or other formal learning experience, please rank
the following statements …
• A college, university or other learning
experience can prepare you for a
career [THINKING]
• A college, university or other learning
experience can connect you to
people and ideas [SOCIAL]
Sensory
BRAND
Community
• A college, university or other learning
experience can challenge and help
shape your worldview [VALUES]
• A college, university or other learning experience
can provide an overall positive experience [SENSORY]
26
General population survey of n=1000, May 2014
Thinking
Values
the relevant COLLEGE AND UNIVERSITY
A college,
university or other
learning
experience can
provide an overall
positive experience
21%
A college,
university or other
learning
experience can
challenge and help
shape your
worldview
18%
27
A college,
university or other
learning
experience can
prepare you for a
career
42%
21%
42%
18%
19%
A college,
university or other
learning
experience can
connect you the
people and ideas
19%
the relevant COLLEGE AND UNIVERSITY
60
A college, university or
other learning experience
can prepare you for a
career
A college, university or
other learning experience
can connect you to the
people and ideas
A college, university or
other learning experience
can challenge and help
shape your worldview
A college, university or
other learning experience
can provide an overall
positive experience
50
40
30
20
10
0
18-24
28
25-34
35-44
45-54
55-64
65+
HIGHER EDUCATION relevance profiles
FUNCTIONALLY DRIVEN – This is by far the largest group and, according to
our research the fastest growing of all four areas. For them college = jobs. This
group includes a the vast majority of current college students and their parents.
The larger the household, the more likely they are to be “functionally driven.”
SENSORY DRIVEN – This remains a large category – nearly a quarter of the
market. For them, college is as much an overall experience as it is career
development. Older, affluent boomers dominate this group.
COMMUNITY AND VALUES DRIVEN – The smallest group, it is a mixed bag of
young idealists and the affluent.
29
Brodeur Relevance Segmentation:
Health and Wellness
Targeting audiences by what is most meaningful
and relevant to them
30
Thinking about reasons for living a healthy lifestyle, please rank
the following statements from the one that is MOST important to
you to the LEAST important to you.
• Having a healthy lifestyles means I’d live a longer,
better quality life [THINKING]
• Having a healthy lifestyles means I’d be
able to spend more quality time with
family and friends [SOCIAL]
• If everyone lived a healthy lifestyle
our country and the world would be
much better off [VALUES]
• Having a healthy lifestyle makes
me feel better about myself [SENSORY]
31
General population survey of n=1000, May 2014
Sensory
Thinking
BRAND
Community
Values
what’s relevant in HEALTH and WELLNESS?
Thinking about reasons for living a healthy lifestyle, please rank the
following statements. (Rank #1)
IF EVERYONE LIVED A HEALTHY LIFESTYLE
OUR COUNTRY AND THE WORLD WOULD BE
MUCH BETTER OFF
31
HAVING A HEALTHY LIFESTYLE MAKES ME
FEEL BETTER ABOUT MYSELF
51
HAVING A HEALTHY LIFESTYLE MEANS I'LL BE
ABLE TO SPEND MORE QUALITY TIME WITH
FAMILY AND FRIENDS
51
HAVING A HEALTHY LIFESTYLE MEANS I'D
LIVE A LONGER, BETTER QUALITY LIFE.
67
0
32
10
20
30
40
50
60
70
80
what’s relevant in HEALTH and WELLNESS?
(by age)
50
45
18-24 25-34 35-44 45-54 55-64
65+
40
35
30
25
20
15
10
5
0
Having a healthy
lifestyle means I'd
live a longer,
better quality life.
Having a healthy Having a healthy If everyone lived a
lifestyle means I'll lifestyle makes healthy lifestyle
be able to spend me feel better
our country and
more quality time
about myself
the world would
with family and
be much better off
friends
18-24
45-54
33
25-34
55-64
35-44
65+
Having a healthy
lifestyle means I'd
live a longer, better
quality life.
24
32
31
44
45
35
Having a healthy
lifestyle means I'll be
able to spend more
quality time with
family and friends
32
24
25
26
22
26
Having a healthy
lifestyle makes
me feel better
about myself
31
26
34
22
19
23
If everyone lived
a healthy lifestyle
our country and
the world would be
much better off
13
18
10
9
13
16
what’s relevant in HEALTH and WELLNESS?
(by region)
40
Northeast South Midwest
35
30
25
20
15
10
5
0
Having a healthy
lifestyle means I'd
live a longer,
better quality life.
Having a healthy Having a healthy If everyone lived a
lifestyle means I'll lifestyle makes healthy lifestyle
be able to spend me feel better
our country and
more quality time
about myself
the world would
with family and
be much better off
friends
Northeast
34
South
Midwest
West
West
Having a healthy
lifestyle means I'd
live a longer, better
quality life.
37
34
37
37
Having a healthy
lifestyle means I'll be
able to spend more
quality time with family
and friends
24
30
22
23
Having a healthy
lifestyle makes me
feel better
about myself
25
25
29
25
If everyone lived a
healthy lifestyle our
country and the
world would be much
better off
13
11
13
15
what’s relevant in HEALTH and WELLNESS?
(by income)
50
Less $35 $50k $75k $100k $150k
Over
than
to
to
to
to
to
$250k
$35k $49K $74k $99k $149k $249k
45
40
35
30
25
20
15
Having a healthy
lifestyle means I'd
live a longer, better
quality life.
33
36
36
40
40
39
29
Having a healthy
lifestyle means I'll be
able to spend more
quality time with
family and friends
29
23
25
25
20
27
43
Having a healthy
lifestyle makes
me feel better
about myself
27
23
28
24
26
22
29
If everyone lived
a healthy lifestyle
our country and the
world would be
much better off
12
18
11
11
14
12
0
10
5
0
Having a healthy
lifestyle means I'd
live a longer, better
quality life.
Less than $35k
$35 to $49K
$50k to $74k
$75k to $99k
$100k to $149k
$150k to $249k
Over $250k
35
Having a healthy Having a healthy If everyone lived a
lifestyle means I'll lifestyle makes me healthy lifestyle our
be able to spend
feel better about
country and the
more quality time
myself
world would be
with family and
much better off
friends
what’s relevant in HEALTH and WELLNESS?
(by household)
45
1
2
3
4
5
6+
person people people people people people
40
35
30
25
20
15
10
5
0
Having a healthy
lifestyle means I'd
live a longer, better
quality life.
36
Having a healthy Having a healthy If everyone lived a
lifestyle means I'll lifestyle makes me healthy lifestyle our
be able to spend feel better about
country and the
more quality time
myself
world would be
with family and
much better off
friends
1 person in Household
2 people in household
3 people in household
4 people in household
5 people in household
6+ people in household
Having a healthy
lifestyle means I'd
live a longer, better
quality life.
38
39
34
31
30
31
Having a healthy
lifestyle means I'll be
able to spend more
quality time with
family and friends
24
24
24
26
30
41
Having a healthy
lifestyle makes me
feel better about
myself
23
26
24
33
25
25
If everyone lived a
healthy lifestyle our
country and the
world would be
much better off
15
10
18
10
15
3
what’s relevant in HEALTH and WELLNESS?
(by education)
60
Some high Graduated
school or
high
less
school
Some
college
PostGraduated
graduate
College
work
50
40
30
20
Having a healthy
lifestyle means I'd
live a longer, better
quality life.
26
30
35
40
51
Having a healthy
lifestyle means
I'll be able to spend
more quality time
with family and
friends
30
30
25
24
15
Having a healthy
lifestyle makes me
feel better about
myself
29
25
30
23
24
If everyone lived
a healthy lifestyle
our country
and the world
would be much
better off
15
15
10
14
10
10
0
Having a healthy
lifestyle means I'd
live a longer, better
quality life.
Having a healthy Having a healthy If everyone lived a
lifestyle means I'll lifestyle makes me healthy lifestyle our
be able to spend
feel better about
country and the
more quality time
myself
world would be
with family and
much better off
friends
Some high school or less
Graduated high school
Some college
Graduated College
Post-graduate work
37
HEALTH AND WELLNESS relevance profiles
FUNCTIONAL- DRIVEN – Like education, health worldviews are dominated by
self-interest. Most health improvements are simply an effort for a longer, better
quality life. This group is dominated by highly educated boomers.
SENSORY-DRIVEN – A quarter of the market, these individuals pursue healthy
lifestyles for self-satisfaction. Many young people fall into this category, along
with those living on the West Coast.
SOCIAL-DRIVEN – Also a quarter of the market, they view health within the
context of family and better social engagement. This group tends to be young
people, those with larger families and those living in the South.
VALUES-DRIVEN – The smallest group, these are individuals who view better
health as a cause that will help society and the world. This includes young
idealists of moderate means.
38
ONLINE RELEVANCE
what people say matters
More and more, today’s opinions and behaviors are forming with online
conversations. Moreover, as more people live more of their lives online,
social media and networks provide clues
and cues to what people find relevant.
Conversational Relevance™ is our online
ethnographic approach to identifying what
drives conversation and engagement on
an issue, brand, product or service.
39
Brodeur relevance testing
QUANTITATIVE
The problems with traditional message testing
• It is difficult to test more than 3-5
messages before people fall asleep
• Since you only test good
messages, everything tends to
get an “A”!
• No campaign wins on a single
message, you need to find the
optimal mix
40
our M3 methodology
MAXIMUM MESSAGE MODELING
How M3 works
• Culls the precise messages – without “grade inflation” –
that most powerfully motivate key audiences
• Identifies the exact mix of messages to reach the
largest number of targets
• Finds the precise message mix to fit every
motivationally coherent segment
41
BEST MESSAGE package total SAMPLE
• My experience with X has had a profound experience on me.
I support X because I want others to share in that same experience.
• My support for X makes sure that young people have access to
experiences that they otherwise would not have.
• A big part of the success of X is having the best professional
resources available. My support makes sure those exceptional
resources are available.
• Going through X changes people who, in turn, change the world.
TARGETED AUDIENCE REACH:
43%
42
+ 37%
+ 14%
+ 5%
70%
84%
89%
bringing RELEVANCE to CLIENT programs
Sensory
Thinking
BRAND
Community
43
Values
seven things you can do to create a
RELEVANT BRAND
1. The best brands are based on movements not products
2. Help people tell their stories
3. Make people feel better, not worse
4. Make meaningful real-world connections
5. Make it easy and fun to self-identify
6. Speak to people where they are
7. Meet a need, solve a problem
44
THANK YOU!
Presented by Andrea Coville, CEO
October 15, 2014
45