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Consumer Insight Notes

Consumer Insight Notes

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Published by irx20

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Published by: irx20 on Oct 31, 2009
Copyright:Attribution Non-commercial


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CONSUMER INSIGHTConsumer Insight: What is it?
All marketing efforts are successful only to the extent that theyconnect with a real, live human being - a consumer.It means seeing the world through the consumer’s eyes.It entails putting yourself in his shoes.It demands that you go beyond knowing who your customers are tosomething deeper:understanding, respect and empathy.CONSUMER INSIGHT…will enable you to “read” consumers and respect them for what theyare.…will allow you to speak to consumers with genuine understanding of who they are:what they need, what they feel, what they think, what they believe.…will teach you how to turn consumer insights into creative ideas thatsell brands.Every sale is a personal sale. The 5th ‘P’ of Marketing is
 The classic 4P’s of Marketing (Product, Price, Place and Promotion) areonly effective to the extent that they make a personal connectionwith the consumer.Our success as marketers and advertising people comes only when webring a customer an idea, product or solution that makes thingsbetter for him
 The Sweet Spot: In sports, it is that one special place on a baseballbat, golf club or tennis racket……that drives the ball farther, faster and with less effort than when it’shit anywhere else.Consumers have Sweet Spots, too.And when your marketing or advertising idea hits it, your sales willsoar.Sweet Spot: the place in the consumer’s mind where you make aconnection between a consumer insight and a brand insight.
Consumer Insight + Brand Insight = Sweet Spot
 The Marlboro Cowboy hit a Sweet Spot in all of us - the one that yearnsfor freedom and independence, for wide open spaces and a farhorizon to live out our dreams.Pretty Woman” played out our fantasy…
if we’re in the right place at the right time…someone rich, handsome and sophisticated will see us for who wereally are and carry us off in his white limousine.
Integrated Marketing Communications -
the concept of designingmarketing communications programs that coordinate all promotionalactivities:advertising,personal selling,sales promotion,public relations,direct marketing –to provide a consistent, unified message and image across allaudiences
Today’s Marketing Reality:
 increasing fragmentation of markets,exploding product and media choices,increasing competition.
How do you deal with these?
 Spend more on bigger ad campaigns?Fancier promotions?More new products?
The better way: Use Consumer Insight to...
invent new productsdesign better marketing programsbuild stronger sales planscreate great advertisingMarketing and advertising success stories are made possible throughConsumer Insight. Example: Surf Bar’s “Lumen” campaign.What consumer insights could have led to the creation and success of the “Lumen” campaign? The family’s approval and esteem mean a lot to the typical Filipinohousewife. That’s why she will not sacrifice the cleanness andwhiteness of her family’s clothes just to save on a cheaper bar.She also doesn’t want to be perceived as “cheap” which she feels willhappen if she buys inferior, cheap products.However, she is now really feeling the pinch of the economic crisis.She is looking for “value for money” - products that cost less butdeliver good quality.
Surf used this consumer insight to create a marketing mix focusing onthe message that the product is
“singgaling, pero ‘di singmahal.”
  To negate the perception that buying a cheaper bar makes you“cheap,” Surf played up the idea that buying Surf makes you
- making target consumers feel really good and proud of themselves.Housewives can relate and personally connect with the ad’s leadingcharacter, Lumen, who’s adored by her husband and kids, and evenadmired by her critical mother-in-law.What’s happening to Lumen is what they would want for themselves.BARRY FEIG: “Our wants are great motivators.”
1. The Desire for Controlhaving control means having power over one’s destiny or the destinyof loved ones -
mobile phones, mini offices in the home.
2. Revaluingbaby boomers, in their 40s and 50s, are taking stock of their lives -products that are familiar and comforting but with a new twist
(e.g.Nescafe Frothe);
that enhance their perception of a better lifestyle,such as
healthier foods.
3. The Excitement of Discoveryuncovering the unexpected; “discover” points can be a simple asgiving a product a new benefit the competitor hasn’t thought of yet oradding an extra unit of the product. For instance,
 Avon’s Skin So Soft 
was found to be effective at repelling bugs.4. I’m Better than Youprestige or status seeking is a dynamic part of our lives -
e.g., gold credit cards, expensive luxury cars.
5. Family Valuesone of the strongest consumer motivations; a Gallup poll asked, “If youwere offered a slice of cake to share with anyone in the world, whowould you choose?” The answer most given was “my husband/wife.”6. Need for Belonging

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