Make Love Not War

‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
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should state 'Source: report on Make Love Not War Research
[2010] by Squares Holes Pty Ltd

“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 Churchill
4 June 1940
Is this you?

retain customers expand into new markets
increase brand awareness
grow market share
build shareholder value
maximise sales
new product development

Digital Advertising PR Media Research Sales
etc…

Are we so busy fighting our
competitors we forget our consumers?

Or, do we treat our consumers
like the enemy?

CheaperEasier
Bigger
Faster
Better
Free bit
Friendlier
Stronger

There’s much more
depth to consumers
than meets the eyes

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?

When it comes to our life passions, the
things we can’t live without, these are
not rational, but highly emotional

The consumer isn't
a moron, she is
your wife

To develop any true relationship,
marketers need to get to the hearts of
consumers rather than
bombarding their heads

Mission
“To explore
the power
of ‘love’ in
marketing”
Stage 3.
National survey
N=1,000
16+ year olds *
Stage 2.
In-home affinity
discussions
Stage 1.
Ethnographic / Semiotic
Investigation
* Australia-wide representative sample – regional / metro, age, gender etc

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

What drives us?

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%

We are not all the same
Introducing …
Square Holes’ Driver Segments

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
Age
Skewed 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%

More about what we love …

family friends
brandspassions

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

So, what are the
Top 10 Loved Brands?

Number 1?

If you’re not relevant, you’re invisible
Are you
talking to
me?

If you’re not sincere, I can’t trust you
Don’t
give me
any
bullshit!

New media has a key role in
cutting the bullshit

sincerity
relevance

Where do you fit?
If you’re not relevant,
you’re invisible!
Don’t give me any bullshit?
Love

Communication
Technology
Beverages
Food
Everyday Retail
Travel
Motor Vehicles
Services
Clothing &
access
sincerity
relevance


There are notable category
differences

It’s all about marketers sincerely fitting
with consumers, not vice versa

Clothingandaccessories
Services
Motorvehicles
Travel
Retail
Everydayproducts
Food
Beverages
Technology
Communication
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’t
live without,’ unlike competing brands

When love goes wrong

SwingingSubstance
People need people Just words
BaggageTrying too hard

“How can brands expect us to love them, when
they don’t do what they say?”
Substance

“It’s like they just don’t want to talk to
us anymore”
People need people

Love doesn’t guarantee sales
Swinging
Communication
Technology
Beverages
Food
Everydayproducts
Retail
Travel
Motorvehicles
Services
Clothingandaccessories
Other
<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

“When ‘love’ is used in advertising it is
annoying. They don’t love us”
Just words

Ave  36%
16-20  62%
21-30  42%
31-39  38%
40-49  30%
50+  24%
sincerity
relevance
sincerity
relevance
sincerity
relevance
sincerity
relevance
Trying too hard
You can’t please everyone

Baggage
Too many bad relationships
Relevance
Sincerity
Love
16-20 21-30 31-39 40-49 50+
Age …

Baggage
Too many bad relationships
Need segments …
Relevance
Sincerity
Love
Carefree Survivors Jo Average Dreamers

So, what am I saying?
How do you get to the heart of
consumers?

But, there’s no ‘one-size fits all’
You need to get intimate with your
consumers and understand them

The consumer is not a moron
Drivers
Needs
Emotions
Love
‘Get to the
hearts of
consumers’
Creativity
Connect with your consumers
+
Clarity
Find message precision
+
Commitment
Think big
Be brave
Make a difference
Sincerity
If you’re not sincere,
I can’t trust you
‘Don’t give me any bullshit’
+
Relevance
If 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?

Make Love Not War

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