understanding consumer behaviour - rmit talk - 21 july
TRANSCRIPT
UNDERSTANDING CONSUMER BEHAVIOUR AND HOW IT LEADS TO GREAT MARKETING
RMIT University, HCMC Vietnam21st July, 2016
Iraq born, Hong Kong raised, UK schooled, Asia work wise, German efficient.
From Human Behaviour to Consumer Behaviour!
Business is more competitive than ever. Great planning depends on great business intelligence and understanding of how that information can be used in the service of great creative – and
effective – campaigns
Brief! Research! Strategic planning!
Creative ideation!
Campaign review and
analysis!
Measurement & KPI tracking evaluation!
Campaign rollout!
Tactical planning!
Brief! Research! Strategic planning!
Creative ideation!
Campaign review and
analysis!
Measurement & KPI tracking evaluation!
Campaign rollout!
Tactical planning!
Desk Research!
Field Research!
Insight – the “Aha!” moment!
EXAMPLE OF A CLIENT BRIEF
Client Brief!
Successfully launch new beverage product, “product X”, into the Vietnamese market,
building awareness and driving trial among Vietnamese males aged 27 – 33.!
Key Points To Note!
Successfully launch new beverage product, “product X”, into the Vietnamese market,
building awareness and driving trial among Vietnamese males aged 27 – 33.!
What We Learned (in a nutshell)!About Him!
• Pays more attention to his career and family!
• Has an interest in his social life (looks at ways to make it fun, dynamic, different...)!
• Has an obvious goal and conquer many achievements along the way!
• Has the ability to demonstrate the “real” him, express his POV and show his own style!
!
What matters!
• Considers money and health the most important factors to help achieve his goals in life!
• Recognizes the value of things they’ve earned!
• Focuses on showing off his appearance, property and social relationships (similar to a younger audience yet little to no emphasis on trends and following the crowd, more about individuality)!
!
Purchasing behavior!
• Has the opportunity to explore and learn through his purchases !
• Gains confidence through his purchases !
• Stops following trends as he knows what fits him.!
!
!
!
!
* Note: Information came from focus group research conducted in 2015, males aged 27 - 33!
What This Means!About Him!
• Pays more attention to his career and family!
• Has an interest in his social life (looks at ways to make it fun, dynamic, different...)!
• Has an obvious goal and conquer many achievements along the way!
• Has the ability to demonstrate the “real” him, express his POV and show his own style!
!
What matters!
• Considers money and health the most important factors to help achieve his goals in life!
• Recognizes the value of things they’ve earned!
• Focuses on showing off his appearance, property and social relationships (similar to a younger audience yet little to no emphasis on trends and following the crowd, more about individuality)!
!
Purchasing behavior!
• Has the opportunity to explore and learn through his purchases !
• Gains confidence through his purchases !
• Stops following trends as he knows what fits him.!
!
!
!
!
Down to earth, responsible,
ambitious!
Purchase decision is based on a clear value exchange!
Money, health and appearance matters. They’ve worked hard to get what they’ve
earned and this projects who they
are!
Research Output!
Insight: Our target are down to earth, responsible, ambitious men looking to have fun. They value things that are 'real'; that are not trying too hard. That have a genuine integrity with no need for added hype or gimmickry. !
The key: Authenticity is clearly a relevant brand benefit; true to the product and our consumer. !
Strategy: Satisfy the need for authenticity, driving brand relevance and engagement through real experiences and real content, with a fun yet responsible TOV.!
From here, we had a lot of fun putting our creative brains in gear, coming up with a fun and authentic creative idea and rollout plan which is showing very positive results according to our Brand Health Tracking J !
SAME COOL CREATIVE IDEAS
Lexus – Beyond Utility!
• Lexus - Beyond Utility!
Dove Choose Beautiful!
• Dove Choose Beautiful!
Nike Presents Da Ding!
• Nike Presents Da Ding!
Android – Friends Furever!
• Android – Friends Furever!
Keep Britain Tidy!
LAURA STOLL!
Passionate communications professional with experience in planning and implementing marketing solutions for international and local clients in the APAC region. !
Email: [email protected]!
THANK YOU