The Garrison Group 2015 AND LOTS OF LOCAL BRANDS
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1 The Garrison Group 2015 AND LOTS OF LOCAL BRANDS
2 HUMAN CENTRIC MARKETING Hvordan lykkes å kommunisere med sine medlemmer? Kristian Wulfsberg Majer Partner / Visiting Professor of Marketing Strategy
3 HVA GJØR GARRISON GROUP The Garrison Group s main field of expertise is focused on uncovering deep consumer insights in order to develop a sustainable strategy for exponential growth Data Insights Strategy Execution Consumer Research Consumer Centric Strategy Creative Agencies The Garrison Group 2016
4 The Garrison Group 2016 HVEM GJØR VI DET FOR?
5 THE CEO SHOULD THINK MORE LIKE A MARKETEER... AND THE MARKETEER SHOULD THINK MORE LIKE A CEO The Garrison Group 2015 Quote: Hamish Taylor
6 The Garrison Group 2015 MODERNE
7 The Garrison Group 2015 TRADISJONELLE
8 The Garrison Group 2015 MYE SUKKER
9 KANSKJE KOKAIN? The Garrison Group 2015
10 The Garrison Group 2015
11 HVILKE FUNKSJONELLE OG EMOSJONELLE VERDIER BRUKER VI? The Garrison Group 2015
12 SVARET LIGGER HOS MENNESKET The Garrison Group 2015
13 THE HOLY TRINITY OF MARKETING From Know To Understand BETTER HUMAN INSIGHTS As category consumers Conscious Progressives As people with full lives MORE INVOLVING BRANDS AND PRODUCTS MORE ENGAGING EXECUTION The consumer s Motivational Hierarchy of Emotional and Functional Benefits The Right Message to the Right Consumers at the Right Time and Place The Garrison Group 2015
14 LETS START WITH THE HUMAN From Know To Understand BETTER HUMAN INSIGHTS As category consumers Conscious Progressives As people with full lives MORE INVOLVING BRANDS AND PRODUCTS MORE ENGAGING EXECUTION The consumer s Motivational Hierarchy of Emotional and Functional Benefits The Right Message to the Right Consumers at the Right Time and Place The Garrison Group 2015
15 Question 1: 2015WHAT IS AN INSIGHT? The Garrison Group
16 Question 2: The Garrison Group 2015
17 INSIGHTS HAVE DIFFERENT LAYERS NATIONAL Insight An insight relevant for all consumers in the region CATEGORY Insight What category are you in and what insight is relevant for all consumers in the category CONSUMER Insight The National Insight translated into a segment specific revelation about how the brand/product impacts their life The Garrison Group 2015
18 DOG FOOD IS NOT DOG FOOD - WHAT CATEGORY ARE YOU REALLY IN? - GLOBAL Insight As societies become more and more individualistic, the human element of touch and being close is no longer as strong as it was. CATEGORY Insight People don t buy dogs only for feeding them or taking a walk, but mostly because they want love CONSUMER Insight For the Earlier segment Chardonnay Girls, they love their dog because it offers unconditional love For the Senior segment Providers, they love their dog because it is a substitute for kids having left home The Garrison Group 2015
19 The Garrison Group 2015
20 GLOBAL Insight Confidential CATEGORY Insight Furniture > Inspiration CONSUMER Insight Confidential The Garrison Group 2015
21 The Garrison Group 2015 SEGMENT SPECIFIC BOOTHS - SOCIABLE PROGRESSIVES -
22 21. The Garrison Group 2015
23 RESULTS SPEAK FOR ITSELF! 100% Sales Increase in 3 years The Garrison Group 2015
24 The Garrison Group 2015 Connecting Category Need States With Consumer Insights Category: FMCG
25 CAMPAIGN TVC: BISCOLATA Remember to see the ad through the Turkish segment. With your backgrounds, you may see the ad playing on sex, but this is NOT the point for the Turkish segment. Observe how the MAN is serving the WOMAN The Garrison Group 2015
26 RESULTS SPEAK FOR ITSELF! 165% Sales Increase in 9 months (when compared to previous year) following a 90% sales increase the first 3 months (when compared to previous year) The Garrison Group 2015
27 STRONG NATIONAL INSIGHTS ARE POWERFUL TOOLS GLOBAL Insight In most of the modern world genders are equal but not in Turkey why can t I be treated like a modern woman? CATEGORY Insight Confidential CONSUMER Insight Confidential The Garrison Group 2015
28 LETS DEVELOP THE BRAND STRATEGY From Know To Understand BETTER HUMAN INSIGHTS As category consumers Conscious Progressives As people with full lives MORE INVOLVING BRANDS AND PRODUCTS MORE ENGAGING COMMUNICATION The consumer s Motivational Hierarchy of Emotional and Functional Benefits The Right Message to the Right Consumers at the Right Time and Place The Garrison Group 2015
29 TEST: WHAT IS THE BEST EMOTIONAL/FUNCTIONAL SPLIT? FUNCTIONAL EMOTIONAL FUNCTIONAL EMOTIONAL FUNCTIONAL EMOTIONAL 70% 30% 30% 70% 50% 50%? The Garrison Group 2016
30 EMOTIONAL BENEFITS HAVE MORE WEIGHT - WEIGHT DEPENDS ON: SEGMENT & CATEGORY - FUNCTIONAL EMOTIONAL FUNCTIONAL EMOTIONAL FUNCTIONAL EMOTIONAL 70% 30% 30% 70% 50% 50% 1. The Segment 2. The Category The Garrison Group 2016
31 FUNCTIONAL BENEFITS SUPPORT & GIVE REASON TO BELIEVE IN AN EMOTIONAL EXPERIENCE FEATURES FUNCTIONAL BENEFITS EMOTIONAL BENEFITS OWNED EXPERIENCE Airbags, anti-lock brakes, whiplash protection seating system, etc. Reduced potential for injury in accident Makes me feel like I am being a good parent when driving my kids SAFE Sport suspension, driving dynamics control, performance tires, etc. Better handling than found on most other cars I feel exhilarated knowing I am in complete control behind the wheel ULTIMATE DRIVING EXPERIENCE High price Fewer people can afford it; fewer cars like it on the road Makes me feel part of an exclusive club PRESTIGE All of the above brands have done an excellent job linking benefits to higher order experiences that are meaningful to specific customer segments The Garrison Group 2016
32 The Garrison Group 2016 CURRENT «DISASTER» PR FOR MERCEDES NORWAY - THE CONSUMER GETS CONFUSED -
33 The Garrison Group 2016 GOOGLE SØK: BOLIGBYGGELAG MYE FORSKJELLIG
34 The Garrison Group 2016 GOOGLE SØK: FÅ BARN INGEN ANNONSER?
35 THE BRAND STRATEGY CHALLANGE With multiple points of difference, reasons to believe and brand experiences to choose from, how do you decide the priority of what you communicate about a complex brand? And then ensure everyone who needs to get it to execute the strategy Gets it? The Garrison Group 2016
36 THE ANSWER LIES WITH THE HUMAN The Garrison Group 2015
37 PRIORITIZING THE BENEFITS WHICH BENEFITS WE SHARE WITH COMPETITORS & WHICH ONES ARE UNIQUE CRUCIAL EXPERIENCE How we will ultimately make our consumers feel DIFFERENTIATING BENEFITS What are unique functional & emotional benefits, which enable us to stand out from the competitors? COST OF ENTRY (CATEGORY BENEFITS) What are the benefits that we have to have to be considered in consumers frame of reference, but don t distinguish us from the competitors (the benefits which all players in the market share)? The Garrison Group 2016
38 HOW TO MAKE SOMETHING COLD VERY EMOTIONAL Features Functional Benefits Emotional Drivers The Garrison Group 2016
39 LETS IMPLEMENT THEBRAND STRATEGY From Know To Understand BETTER HUMAN INSIGHTS As category consumers Conscious Progressives As people with full lives MORE INVOLVING BRANDS AND PRODUCTS MORE ENGAGING COMMUNICATION The consumer s Motivational Hierarchy of Emotional and Functional Benefits The Right Message to the Right Consumers at the Right Time and Place The Garrison Group 2015
40 The Garrison Group 2016
41 The Garrison Group 2015 HOW TO TURN COMPETITIVE EFFORTS TO OUR ADVANTAGE - THE VOLVO CASE -
42 The Garrison Group 2015 IT S NOT ALWAYS THE BUYER THAT IS IN FOCUS - INFLUENCERS -
43 The Garrison Group 2015 THINK NEW WAYS TO USE BLOGGERS
44 Lets Do Great Marketing! Thank You for Your Attention! Hvis dere har noen spørsmål, ta kontakt. Kristian W. Majer Mobile: Oscars Gate Oslo Norge Expanding your vision & knowledge. The Garrison Group 2016
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