Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

CMO Presentation September 29 2014

Presentation for series of three intimate Square Holes CMO breakfasts late 2014. Prezi version can be found ...

http://prezi.com/fsyzxc4z7jvp/?utm_campaign=share&utm_medium=copy&rc=ex0share

  • Inicia sesión para ver los comentarios

  • Sé el primero en recomendar esto

CMO Presentation September 29 2014

  1. 1. 1. Strategic growth I 2. Brand building I I 3. Behaviour change holes‘
  2. 2. Square Holes provides consulting to empower clients to! increase sales, build brands and shift hard to budge behaviours. ' I s
  3. 3. AWARDS FOR AM MARKETING EXCELLENCE AAAAAAAAAAAAAAAAAAAAAAAAAA TE Winner Australian Marketing Institute Consumer Insight Award for South Australia 2010, 2012 and 2014.
  4. 4. tafe°s7 §E'es= .t. ::e. '.l.2,t. ... .. AUSTRALIAN INSTITUTE of COMPANY DIRECTORS fins " I creditunionsa gm“ ¢AuMoNr TILES ‘ ‘l. §I""i: iiEv all me best n: ‘kAIhleke's Foot I'. —I'l0.I: l II"1 . on JON 1:5 L| ‘| {|I'll zoo‘s son s-nutua S KVYC ITTY Government of South Australia Auoiaian (Dvu
  5. 5. an‘ Hawaizi Islan as French Pol/ hes: (Fr i Nonh Pacific Ocear rm‘ Izn * mm an ' ‘ 3 ' Elwin is: * Isa " Ar ctic Dcear E": -.. .i Arcllc Ocear ” I--v-ii“ Arctic Ocean N5 amniam 5.. ... . "‘t'.5“_': "= '5'= =--I’-M‘ , g__, M M men) Jvbtuh‘-I Iln-v| 2.33 mm we L“. ma F-ix | > NITWTY USA Iceland "1"" Vlnlsnd . m. .e-»- Russia so V cannm we. » I. .. Ala-lunlsaaa -I. .. , ___ Iusni win it‘ “'2'? ??” I». .. K , _ '“°“'~W‘ , , Sm‘-u ¢. ... M_ia: ... Kizaktslzn Mow. “ " "“ I V um Ev< . In-mm Unfled 3:319, N°ml s. .. " x. ':: t,"‘ m. .7. MW-M “‘"“"‘ N x. ... . Allanfl. .. ... .. Grlkv! ma ». ... ... . , ,,, ._, of America ocear Slum ans» Immk c»-1. 9" m». ... . h Noflh _ Mwvow *3 "‘ "‘" C In Pacific 0. I [6 Jvlm r L” . ,,, ,,. um Em m: “ y. ... .. ~= v- . . Ocear Vbxrq """‘ 5-Mn c ,1. It A 5 3.. . , _ 1.. ... . n; ... ... ... IMMI A mm ” ma ( _, W M { / ’ Nhllllann M, ‘ NW 0"“ Bell! .. .. r, M, , E , _, r. ... .». «. »m. .. n5'. “t"usi >1» mW‘5:, :,_ MM Cm Sum -- Yemen nun»: mm may “W W . ... _.. . . ... . ,.. .. W . .__ <--W- venezueiz awn "” s. ..i. .. Vlwn Etnicpe in ‘ "1I""‘ "" um. smmhwam I7 I ” <u‘. m“CA R 50 I W”, lulu W. »-. - E . rm-u ~ main vsa Catawba I: I E‘ mfi R ugrm KW“ Elm", .«, ... .,E. :_. :” Ecuador n». .,. ./ W‘ zi: "u-9 ‘ m, ,_eS_ ' Corr9/ N Tareana Swwlu Mew kt Sogv-_«_; i Ma Wu Bnzll MW, lamb! ""°3’”"‘“‘ Nam)“ Zhhbm Michqécar India N‘ Botswana n ¢. ..; ... . Pamginy M--on Ocean Swaziland A"‘"* Soith Lesotho U’ Africa South We “Mm "W South Pacific Auanti: i. ".. .'; . Ocear Ocear . ,., ,,, , kiln‘ Ia. .. iu. .m. ... n I. .. Way «mt». .. . l.F_o_‘. .a 5.. . . Ia. In It u _, _'. ... a an ' Antactica raw I213’ av an in‘ :2‘ 3a‘ 50“ an‘ im' Isa" :51’ E E 1 J I ‘ C ‘ 9-‘ g‘ E C I I I. I I , I Z . 1 § I 1 .1 t . . . 33 ’ uusm «is K. .. st. an
  6. 6. 3 . Im im im 0 ,5 0 d . . m Hr M. 00 Im m U b . m m. P. m a e C n e d m .0 C . .m w Va . A L Z 53. mg at _ . ... .._ 5. . a. V ; _§§_. n.~ 5 an E_. ., . i.§. _.v. . r. , 5.. .. 5: .1: ‘ . from both consumers and business. Business is saying 'I'm stable I ~‘can keep on going like this but if I take a risk. ..‘ "
  7. 7. MSTMLIA CONSUMR COOHXEE I30 130 I20 I20 III) I10 I00 I00 90 90 30 I0 70 70 Jun/04 Jlnlflé JInl| I8 Jlnlifl Jan/12 Jan/14
  8. 8. 90 90 30 SO 70 70 Jan 04 Jan 06 Jan 03 Jan‘lO Jan/12 Jan 14 AUSYRALIA BUSINESS CONFIDENCE 20 20 G 0 20 -20 -40 v r v v --10 Janvoé Jan C-8 Jan'IO Jan‘ I2 Jan'|4
  9. 9. --J0 . V . . . Jan, U6 Jan‘0E Jan'l0 Jan 12 Jan‘l4 "Retail has dropped right off, people are saving money instead of spending it, a mixture of economic and political uncertainty, people are deferring decisions in retail and the housing market and then has hit the State Government in terms of revenue. "
  10. 10. Angel Gurria Secretary—General of the OECD 6 May 2014 Paris, France six long years of pain and fear, the major advanced economies finally building momentum. ” T P. an "A are
  11. 11. ._ And those W not! Sf Surviving "E<Revo1utioniS’t ,3)‘ gOppor’tuniSl Q Thriving J’. ‘, .~ , .( T”; «'4 4 e ". _ "R I - ~23 J —_lLvjf_l: '- -—
  12. 12. "There are those that are feeling the crunch to survive and those that are making the most of the environment"
  13. 13. -n—-s— r! iii? ’ ‘:4’ :15
  14. 14. Square Holes has spoken with approaching one million people, from the average Joe, to the quirky and unique. We've sat in lounge rooms, board rooms, pubs, shops, along lakes, beside suburban pools, phone and on-line. From kids and young people fearful yet confident about taking on the world, to those building a home and life for themselves and their family.
  15. 15. Three things we have LEARNT
  16. 16. No brand or issue is an island, it sits within a broader context I
  17. 17. Passions Confidence BROADER CONTEXT Aspirations Motivations Challenges Love ALIGNED CATEGORY BRAND / ISSUE
  18. 18. Consumers are focused > then friends on themselves and 7 their family. then broader issues
  19. 19. Confident opblmlsblc about bhe future Look. .9 iuvwm: bu uuw uypovuui mt». I on enollotllg I3 good I am financiallg skeVgurgy_[yliving comfortablg Things are well Unconfident L.1c: .., ? n / 'c. ... .. 2 3:; J L13 - -; :u '~ ‘: ~': "“~"""': ~"'-*i*: ‘up - "at L . . so . . . r w» 2 u . .. sl l'. i I4 Ill »n. ' ‘in ‘ Cl | '.. i*!1 Uncertain Lllt l dlllclfl ll. ll)! lllrrfllla unempiogea 1 lack 01 )0!» secun Increases in the cost of living I financial pressure Lack of confidence ‘:1 Liberal / Federal government The budget um. ... u. ... ..-. -. u-. ... ...
  20. 20. Passions 82% ‘love’ their FAMILY 44°/ o ‘love’ their FRIENDS Good food 40°/ o Reading 24°/ o Travel 02 26% Eating out 23% Travel 0/S 30% Movies 24°/ o Internet 22% Relaxing 21% New things 21%
  21. 21. Active Lifestyle "*. 1 / /,. ./"/ /I “me om PlaY| n9 SP0“ “‘. 4 Watching TV Exercising “*~= ___ / //" using the Internet Watching sport ‘‘x_ / =“ shopping Camping I going to the beach , // *~ Using social metfia sites [e. g. Facebook, Twitter] , / Movies 7,, /’ _ Relaxing with nothing to do / /’ ‘K Personal Growth 7 “=2 g_ , .,-/ " Creating art / cralt " Uve arts performances Family 5t“dYl"9/ readmg Spending time with children / grandchildren Gardening / cooking working
  22. 22. Consumers are not rational, nor morons.
  23. 23. Behavioural Economics Adopted
  24. 24. MIN DSPACE Influencing behaviour through public policy Institute for Government N. l-Ml ENVlKl0l~ll‘/45
  25. 25. Progress Precontemplation Contemplation n “V” Preparation Maintenance
  26. 26. Motivation Experience Perception e C n 3 n e t . m . M,.
  27. 27. The focus is moving to Action Ad recall Attitudes
  28. 28. Messenger we are heavily influenced by who communicates information Incentives our responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses Norms we are strongly influenced by what others do Defaults we ‘go with the flow‘ of pre-set options salience our attention is drawn to what is novel and seems relevant to us Priming our acts are often influenced by sub-conscious cues Affect our emotional associations can powerfully shape our actions Commitments we seek to be consistent with our public promises, and reciprocate acts Ego we act in ways that make us feel better about ourselves
  29. 29. . . ._. . . _,. ,-_. ..-- » . .. - . - How do you overcome consumer procrastination without selling your soul?
  30. 30. {:3 Brand value builds with a strong story,9 and extended experience
  31. 31. _ Ultimately preferred brands are perceived or otherwise. .. ’. ;7 hi rift : j if 3 . _
  32. 32. Much of the challenge is illustrating 'value for money’ "How do you measure value for money? I think it is hard. "
  33. 33. I Experience I
  34. 34. Build the story Plan Trip Shop Look Buy Leave Trip Home Extending the experience Building the story will create a compelling reason to go / buy Extending the experience will increase enthusiasm to return / repeat The experience, builds the story, word—of—mouth, value etc
  35. 35. . - -: 1" "‘ l" " ii} I . givig l ’ . . _, .,l r H . __‘3', +’ ; /_ . , ‘ .11 '. H-. :;i__H ll I (1 , I I ‘ S «. » 1&7 fl! l i, l nl 1 - '. ~ , *'’‘' ‘. g / /v ’ I l l ' i ‘ l l . / / '[. _I Consumers are now well educated in sharing good, and if especially bad, experiences, and the things they really care '; _ E_ about with their social networks [digital or otherwise] if/ /I . ; ." V 7 3» , p / , g 1 , I l / I 1 A la ' ~ _ I , ‘, , go ‘ I ,
  36. 36. Brand Building Mass Media Demonstration Usage _ . Social Media [+ WOM]
  37. 37. .w 0 V1 Ll. S U r t . .L nl. . LH. h B M. ID V; H a e m e . W 8 LI. T ‘re not sincere, I can “If you “Don'
  38. 38. ‘ ',
  39. 39. 3 things we have learnt. I. No brand or issue is an island, it sits within a broader context 2. Consumers are not rational, nor morons 3.Brand value builds with a strong story, and extended experience
  40. 40. Adelaide
  41. 41. Moments of tension and stress occur multiple times a day. Mums’ talk animatedly about the stresses and strains that motherhood brings. , There is a sense of / ‘ always being “on, " 0 meaning a lack of “me” time and little social life.
  42. 42. M W u SOU L .140‘
  43. 43. . ‘Y . -'~ *. ‘ fig‘ fig. Sunday Mail August 11, 2012 ' an . W my , : “A lot of research has been done since ‘ ‘ 2010 to make sure that when we do put ‘ our ofierings out in the market place X‘ that we do offer what they need. The ° - last lot of testing has really been about gmaking sure that we got it — pricing — L, right . . . and if we end up with a waiting list, that's a good result. ” T ‘ _ _ / . 1~. , - "3 ‘ 1 / . . .,. ' , _ -‘-' _: - A. - v . ‘ , “' ’: . . ’ ' .9“-‘ s. ~ ' / ‘-; ";~‘~ '3-‘V . ~ _ “ *_'
  44. 44. 8 AUSTRAUAN CINSUNERS IAIIST THEI? FAIIY. .. ... ... ... ... ... ... -. _ FIILUYYED BY LIFE IN BEPERAL. l REUBEN AND PETS. THEY ALSO E | ,[]VE suns roan. TRAVELLING 3 mnum AUSTRALIA mu : .. ... ... ... ... . . .= SUBIAUSINBWITHFRIENOS. FINDINGS ' aaauns wmcms l. I]YED av cnusuusns 5 ARE BINSIBERED TRIISTYYBRTHY ARI] RELEVANT. 1----, TTEY ARE GENERALLY PERBEIVED TO HAVE A """""""""""""""""""""""""" " BETTER PREIIICT THAN CBIPETITIJRS BUT THEIR 2 s cuuums mm m SERVICECIIIIIINIIIAIIIIAND ADVERTISIIGIS ; [] mum ms“; mm mm! PERCETYEB TU BE BE THE SAME STANDARD. '-----_ YIA TIE BRAIITS WEBSITE FBllUYIED BY 3 FABEBBIIK MUST BIIISUMERS Yllllfl NUT , 5 [EXPECT TU] ENBABE WITH THE“ [WEB BRANT VIA TWITTER UR AN IPHBNE APP. %Bf‘[| fgl: §lE]: :|A. :;E . ... ... ... ... ... .. ‘ ; - -, [RARTICIIARLY MAJIUTY BE HITCHASES ARE 5 STI| .l MADE N-STURE [77%l: E 5 pg guygggmgnn BUT NURETHANAFIFTH l. .. ... ... ... ... ... . --'. . E [22%] IS sum um:
  45. 45. are are those that are feeling the crunch to survive and I 5e that are making the most of the environment. " A . '?‘F '1' i; " . III IV’ '0 r '. v :
  46. 46. Square Holes provides consulting to empower clients to increase sales, build brands and shift hard to budge behaviours. vé£ We generate strategic consumer insights and big ideas built on robust and awe inspiring market research. f. u_. ... . A‘ _ $3.. .2. . .§. . _ E
  47. 47. #1 No brand is an island, it sits within a broader context
  48. 48. #2 Consumers are not rational, nor morons
  49. 49. Brand value builds with a strong story, and extended experience # 3
  50. 50. 2 holes‘;
  51. 51. “it’s OK to be round pegs in square holes. To be offbeat, crazy or different. To be bored with the status quo, with a hunger to change the world. You will need to be passionate and resilient. From the ‘you'll never make it’, and then the "tall poppy' taunts. You will need clarity and imagination, as to where you are heading and the goal. It’s OK to work hard to make a difference. A future you influenced and changed, thinking big and being brave. ”

×