Professional Documents
Culture Documents
TM
1.Youth Research
How do we add value?
a Research Insights
mobileYouth reports
b Brand specific insights
Ethnographic research
Ethnographic research
c Client presentations to support business
case for change
d
Brand Tracker
Brand Scorecard, Pre & Post Campaign
Trust Quotient
1a. Market Analysis
a Market Analysis
The mobileYouth report – published annually since 2001
Wide ranging market analysis of how companies should
develop marketing and products for youth. Focusing on
statistical market developments and trends relevant to
statistical market developments and trends relevant to
60+ markets highlighted in the research.
New for 2009/2010 – Regional
Zooms
1b. Ethnography
b Ethnographic Research
1c. Change
c Supporting the business
case for internal change
The historian Toynbee once wrote “Nothing fails
like success”; a maxim that is applicable to large
brands as it is to empires. As brands grow, the
word change becomes less used as an
word “change” becomes less used as an
opportunity but more in the pejorative.
Our work and marketing approach
brings us into regular contacts with
“intrapreneurs”
intrapreneurs – the change agents
the change agents
in both agencies and their clients that
brands need to keep them relevant, to
stay competitive less they fall victim
to lapsing into their comfort zones
to lapsing into their comfort zones
and customer irrelevance.
Part of our value add is to support
these agents of change with a
these agents of change with a
compelling business case and
narrative to instigate change within
the organization.
d.Measurement
d
Using Brand Scorecard and Brand
Tracker to measure marketing
effectiveness and create dialogue
Where is our brand today? How do we rank in the eyes of our customers?
How can we measure the effectiveness of our marketing approach beyond
traditional impression based metrics?
Current market map based on Trust Quotient (TQ)
How can we demonstrate change in market perception
as a result of our marketing activity? Where do we stand
in comparison to our competitors?
Identifying a receptive market beachhead
d
to create advocacy
Which customer group are the most receptive to
our message? Which customers are most likely
to become advocates? Where do we need to
to become advocates? Where do we need to
focus our marketing efforts?
2.create influence
Define the lifestyle values of
your target beachhead
What are the key lifestyle values of your target segment and
what buttons need to be pushed to make your marketing
resonate with their social wants & needs? How does segment
specific marketing impact the brand TQ (trust quotient) –
specific marketing impact the brand TQ (trust quotient)
measured by pre‐ and post‐ campaign sampling?
3.Roadmap
Traditional Marketing Approach
Follow
Pitch Execution
Up
Effort invested in 1) start stop initiation of new relationships and direction for pitch 2)
establishing relationships with new customers conducive to research “dips” pre‐campaign
and 3) determining direction for natural “next
and 3) determining direction for natural next steps
steps” post campaign.
post campaign.
What are the shortcomings of the traditional approach?
1) Waste: A lot of effort is invested in establishing new relationships – between brand and
agency and between brand and customer An ongoing dialogue will already have warmed
agency and between brand and customer. An ongoing dialogue will already have warmed
all stakeholders for follow up activity.
2) Lacks Direction: Brands need to rethink their positioning with every new pitch and
campaign. A dialogue based approach will feedback direction to the brand from customer
insights and feedback.
3) Media bias: Traditional project based marketing favors execution that leaves no legacy
and media measurable through traditional metrics thus restricting investment in
appropriate media channels that may be more conducive to specific brand messages
appropriate media channels that may be more conducive to specific brand messages.
The Engagement Path
Build pitch on execution
Build pitch on execution
Use insights to define market
capabilities supported by
beachhead and feedback
pre‐ and post‐ campaign
product innovation into design &
marketing process
marketing process
Insights measurement of brand
relationship with customer.
Establish a context
Dialogue approach
with the brand as a
central platform for
central platform for
Dialogue Pitch can impact the
marketing ROI by
interaction between
brand, customer and significantly extending
peers. Use dialogue the lifetime of a
to drive insights. i th
campaign through h