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‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
This report is provided for information...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
“We shall fight on the
beaches.
We shal...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
retain customers expand into new market...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Digital Advertising PR Media Research S...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Are we so busy fighting our
competitors...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Or, do we treat our consumers
like the ...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
CheaperEasier
Bigger
Faster
Better
Free...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
There’s much more
depth to consumers
th...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Major issues, such as smoking,
unhealth...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
When it comes to our life passions, the...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
The consumer isn't
a moron, she is
your...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
To develop any true relationship,
marke...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Mission
“To explore
the power
of ‘love’...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Manifestations of Love
Traditional
Emer...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
What drives us?
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Experiences
Dine out / good food
Going ...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
We are not all the same
Introducing …
S...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Carefree Survivors Jo Average Dreamers
...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
More about what we love …
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
family friends
brandspassions
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Family, 78%
Friends, 45%
Passions
Brand...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
So, what are the
Top 10 Loved Brands?
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Number 1?
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Number 1?
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
If you’re not relevant, you’re invisibl...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
If you’re not sincere, I can’t trust yo...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
New media has a key role in
cutting the...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
sincerity
relevance

Where do you fit?...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Communication
Technology
Beverages
Food...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
There are notable category
differences
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
It’s all about marketers sincerely fitt...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Clothingandaccessories
Services
Motorve...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
When love goes wrong
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
SwingingSubstance
People need people Ju...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
“How can brands expect us to love them,...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
“It’s like they just don’t want to talk...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Love doesn’t guarantee sales
Swinging
C...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
“When ‘love’ is used in advertising it ...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Ave  36%
16-20  62%
21-30  42%
31-39...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Baggage
Too many bad relationships
Rele...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
Baggage
Too many bad relationships
Need...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
So, what am I saying?
How do you get to...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
But, there’s no ‘one-size fits all’
You...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
The consumer is not a moron
Drivers
Nee...
‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
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Make Love Not War

Marketing Week 2010 Presentation by Jason Dunstone Managing Director of Square Holes re brands, passions and how marketers should seeks a deeper connection with consumers

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Make Love Not War

  1. 1. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected This report is provided for information purposes only. Except to the extent permitted by law, no part of this presentation / report may be reproduced, published, adapted, distributed, stored in a retrieval system, transmitted or communicated for any commercial purpose [including education or training] without the prior written approval of Square Holes Pty Ltd. Any reference to the research findings contained in this report should state 'Source: report on Make Love Not War Research [2010] by Squares Holes Pty Ltd
  2. 2. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected “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?
  3. 3. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected retain customers expand into new markets increase brand awareness grow market share build shareholder value maximise sales new product development
  4. 4. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected Digital Advertising PR Media Research Sales etc…
  5. 5. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected Are we so busy fighting our competitors we forget our consumers?
  6. 6. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected Or, do we treat our consumers like the enemy?
  7. 7. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected CheaperEasier Bigger Faster Better Free bit Friendlier Stronger
  8. 8. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected There’s much more depth to consumers than meets the eyes
  9. 9. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected 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?
  10. 10. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected When it comes to our life passions, the things we can’t live without, these are not rational, but highly emotional
  11. 11. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
  12. 12. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected The consumer isn't a moron, she is your wife
  13. 13. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected To develop any true relationship, marketers need to get to the hearts of consumers rather than bombarding their heads
  14. 14. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
  15. 15. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected 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
  16. 16. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected 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
  17. 17. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected What drives us?
  18. 18. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected 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%
  19. 19. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected We are not all the same Introducing … Square Holes’ Driver Segments
  20. 20. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected 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%
  21. 21. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected More about what we love …
  22. 22. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
  23. 23. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected family friends brandspassions
  24. 24. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected 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
  25. 25. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected So, what are the Top 10 Loved Brands?
  26. 26. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected Number 1?
  27. 27. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
  28. 28. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected Number 1?
  29. 29. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected If you’re not relevant, you’re invisible Are you talking to me?
  30. 30. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
  31. 31. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected If you’re not sincere, I can’t trust you Don’t give me any bullshit!
  32. 32. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected New media has a key role in cutting the bullshit
  33. 33. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected sincerity relevance  Where do you fit? If you’re not relevant, you’re invisible! Don’t give me any bullshit? Love
  34. 34. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected Communication Technology Beverages Food Everyday Retail Travel Motor Vehicles Services Clothing & access sincerity relevance 
  35. 35. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected There are notable category differences
  36. 36. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
  37. 37. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
  38. 38. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
  39. 39. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected It’s all about marketers sincerely fitting with consumers, not vice versa
  40. 40. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected 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
  41. 41. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
  42. 42. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected When love goes wrong
  43. 43. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected SwingingSubstance People need people Just words BaggageTrying too hard
  44. 44. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected “How can brands expect us to love them, when they don’t do what they say?” Substance
  45. 45. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected “It’s like they just don’t want to talk to us anymore” People need people
  46. 46. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected 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
  47. 47. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected “When ‘love’ is used in advertising it is annoying. They don’t love us” Just words
  48. 48. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected 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
  49. 49. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected Baggage Too many bad relationships Relevance Sincerity Love 16-20 21-30 31-39 40-49 50+ Age …
  50. 50. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected Baggage Too many bad relationships Need segments … Relevance Sincerity Love Carefree Survivors Jo Average Dreamers
  51. 51. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected So, what am I saying? How do you get to the heart of consumers?
  52. 52. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected
  53. 53. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected But, there’s no ‘one-size fits all’ You need to get intimate with your consumers and understand them
  54. 54. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected 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?
  55. 55. ‘Make Love Not War Research’ [2010] by Squares Holes Pty Ltd. All rights protected

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