CONSUMER INSIGHT Consumer Insight: What is it?
All marketing efforts are successful only to the extent that they connect 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 to something deeper: understanding, respect and empathy. CONSUMER INSIGHT …will enable you to “read” consumers and respect them for what they are. …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 that sell brands. Every sale is a personal sale. The 5th ‘P’ of Marketing is Personalization. The classic 4P’s of Marketing (Product, Price, Place and Promotion) are only effective to the extent that they make a personal connection with the consumer. Our success as marketers and advertising people comes only when we bring a customer an idea, product or solution that makes things better for him personally. The Sweet Spot: In sports, it is that one special place on a baseball bat, golf club or tennis racket… …that drives the ball farther, faster and with less effort than when it’s hit anywhere else. Consumers have Sweet Spots, too. And when your marketing or advertising idea hits it, your sales will soar. Sweet Spot: the place in the consumer’s mind where you make a connection 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 yearns for freedom and independence, for wide open spaces and a far horizon 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 we really are and carry us off in his white limousine. Integrated Marketing Communications - the concept of designing marketing communications programs that coordinate all promotional activities: advertising, personal selling, sales promotion, public relations, direct marketing – to provide a consistent, unified message and image across all audiences 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 products design better marketing programs build stronger sales plans create great advertising Marketing and advertising success stories are made possible through Consumer 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 Filipino housewife. That’s why she will not sacrifice the cleanness and whiteness 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 will happen 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 but deliver good quality.
Surf used this consumer insight to create a marketing mix focusing on the 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 “wais” - making target consumers feel really good and proud of themselves. Housewives can relate and personally connect with the ad’s leading character, Lumen, who’s adored by her husband and kids, and even admired 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.” 15 HOT BUTTONS TO PUSH 1. The Desire for Control having control means having power over one’s destiny or the destiny of loved ones - mobile phones, mini offices in the home. 2. Revaluing baby 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 Discovery uncovering the unexpected; “discover” points can be a simple as giving a product a new benefit the competitor hasn’t thought of yet or adding 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 You prestige or status seeking is a dynamic part of our lives - e.g., gold credit cards, expensive luxury cars. 5. Family Values one of the strongest consumer motivations; a Gallup poll asked, “If you were offered a slice of cake to share with anyone in the world, who would you choose?” The answer most given was “my husband/wife.” 6. Need for Belonging
we want to be among people who are like ourselves; many people, for instance, play team sports for the camaraderie of the sport and the desire to belong. 7. Fun, Novelty, Stimulation enhances the buyer’s perception of pleasure and satisfies her need to be stimulated - e.g., a toilet bowl cleaner that’s shaped like a duck. 8. Time Saving time is one of the biggest motivators of men and women, aged 25-45 - e.g., Ready Crisp Fully Cooked Bacon that’s cooked up in a microwave for about 5 seconds 9. The Desire to Get the Best that Can Be Got in every category there is an “est” factor, the brightest, fanciest, fastest product in a given category - e.g., Harley Davidson is the quintessential motorcycle, even if the Japanese knock-offs are just as good. 10. The Desire to Be the Best You Can Be self-achievement is a major goal for most people - e.g., a cake mix that offers a new texture or flavor, a new craft or hobby, or a new software program that promises to enhance a job. 11. Sex Appeal attraction for the Opposite Sex – e.g., with Close Up, you will always get the “crush ng bayan.” 12. The Nurturing Response the desire to give care is strong, probably even stronger than the desire to get care - e.g., Vicks Vaporub is “haplos ng pagmamahal” 13. A Chance to Start Over with a Clean Slate a chance for people to reinvent themselves - e.g., beauty products that remove wrinkles or blemishes for a “new you”. 14. Reason and Intelligence many people want to think they’re smart - e.g., Consumers equated pork with fatty bacon and greasy spareribs, so the Pork Council positioned pork as a light meal with a great deal of protein. Sales went hog-wild. 15. Self-Nurturance and the Ability to Stay Ageless and Immortal older people are more willing to spend money on things that make them feel good about themselves - e.g., products that offer physical, mental or biological paths to make aging easier, like Enervon Prime.