how cool brands stay hot at esomar cee research forum (by joeri van den bergh)
DESCRIPTION
How Cool Brands Stay Hot in CEE Joeri Van den Bergh, author "How Cool Brands Stay Hot. Branding to Generation Y" (bestselling book on youth marketing together with MTV's global VP Mattias Behrer, translated in Russian, Polish & Czech) and Managing Partner, InSites Consulting, BelgiumTRANSCRIPT
SALES +79% SALES INCREASE – SOLD OUT AMERICAN COLLECTORS
REACH 67% in 2 weeks – €300,000 FREE PUBLICITY
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
① Stay true to your roots, but don’t shout
②Warm is the new cool
① Be open and respectful, listen (like friends)
QR code virtual shopping
61% 50%
2 Discounts when checking-in 53%
49%
40% 45%
42% 33%
33%
1 Special deals offered
3 Product information via barcodes
4 Payment
7 Augmented reality to try out products
6 Most efficient shopping route
8 Share shopping list
5 Dedicated store web sites
34%
35% 29%
26% 25%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany N (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone
38% 41%
Usage of mobile phone in buying process
“ At a fashion retailer, I am interested in these apps…”
Happy
// I WILL NEVER FORGET THE DAY…
Surprise
Fear
Anger
Sadness
Disgust
Meeting the love
of my life Becoming a sport
champion
My first kiss
Extreme experience (e.g.
skydiving, mount climbing)
Parents got
divorced
New school
Encountered aggression
When I was dumped
by my partner
Death of a person
close to me
Was diagnosed
with a serious
illness
When I got in a fight
Discovered I had no
real friends when I
needed them most Moved
Graduated
Got my driving license
Being dumped by my
boy/girl friend
N = 40
N = 13
N = 14
N = 93
N = 30
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India &China.
Happiness N = 156
Happy
Happy
Happy
Happy
+ 170K views (youtube, Vimeo) + 200 blogs (mashable, psfk, …)
①Deliver gratifications = challenges
①Don’t use negative emotions
①Everyone likes happy endings !
Happy
Happy