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10 things to make you think
We are Futurelab




                   FUTURELAB
WE ARE FUTURELAB

We create new profit opportunities for our customers.
Our innovations and methods allow:

•   Marketers to become more effective & engaging.
•   Innovators to identify the next opportunity or niche.
•   CEO‗s to connect their business to the customer.

In the process, we challenge every barrier to business
success. We dislike writing reports, billable hours or
elaborate processes.

Instead, we prefer to quot;get onquot; with making money for
your business.




FUTURELAB
Futurelab Structure




   Priviliged
   Relationships




                                        Athens – Barcelona - Brussels – (Bucharest ) – Johannesburg –
                                        Hamburg – Moscow – Kiev - Munich - Shanghai



              A flexible boutique: 2 partners – 3 support staff – 7 associates – 28 specialists/contributors
FUTURELAB




Welcome to the Bolshoi
Can you Make the Light Shine on Your Product?
WHY BOTHER?


                       •   30,000 products in an average supermarket

                       •   +600% new product introductions since 1994

                       •   Average shopping time: 21 minutes

                       •   Average products bought: 18

                       •   80% of purchase decisions made in-store

                       •   Average decision time: 2.5 seconds

                       •   Shoppers only ―see‖ half of the products available


                                               Source: G2 Shopper Marketing Survey, April 2008


                                                                             FUTURELAB
Crisis
Consumer Behaviours During a Recession Changes




            Delay Purchases       Plan Ahead              Deal Seeking




            Service & Rewards     Social Circling         Save & Splurge



WHY BOTHER?

Especially Now Times are Tough.
Source: OgilvyOne, October 2008                                            FUTURELAB
FUTURELAB
RESEARCH



            Case Study: the US market




    In the last years, US consumers spent approximatively US $1 trillion on food, or almost 10% of the
    GDP.1 The pie chart above describes the consumers‘ reactions to the current economic situation.
    With food prices going up (see previous slide), brands are now facing a harsh truth: customers are
    disloyal.
                                                                                                     9
FUTURELAB
RESEARCH



            Case Study: the US market




    At the same time, consumer expectations have gone up, as shown in the above Accenture study.
    Compared to five years ago, 44% of US consumers surveyed have declared that they have higher
    customer service expectations. 23% have declared that their expectations have gone up since the
    last year. Furthermore, only 3% of consumers worldwide say that their CS expectations are always
    met.                                                                                          10
FUTURELAB
RESEARCH



            Case Study: the US market




   With the advent of new media and the ever-increasing awareness channels, US consumers now
   have increasingly higher expectations, with the CPG sector making no exception. Companies are
   now finding that issues such as sustainability, wellness and transparency are coming up more and
   more often. At the same time, the proven lack of effectiveness of traditional marketing methods is
   raising the stakes even higher. And, to top it all off, studies show that, even though companies are
   gathering huge amount of data about their customers, only a select few know how to interpret it
   properly.
                                                                                                      11
Unlimited Choice
perception

80% of CEO‘s believe their
brand provides a superior
customer experience




8 % of their customers agree

(Bain & Company)
                               FUTURELAB
How to make that light shine on you?
Your customers are
not a database –
and not a statistic
TRADITIONAL SEGMENTATION    CASE STUDY: 25-30 year olds
    ―Look at the numbers‖
                            Elsa (Female/urban/mid-income)




                             25



                             29
INSIGHT
Understand what
truly drives your
customers




  Understand the emotional
   needs of your customers
CHALLENGES/OPPORTUNITIES


Most Marketers Don‘t Really Know ...




                             India


    P&G employees will need to get out       Everyone should do every job in the
    of the office and talk with customers.    store at least once in his career.



                           QUESTION
   WHEN DID YOU LAST “SPEAK” TO A SHOPPER? WORK IN A STORE?
                                                                              FUTURELAB
Insights into Ideas




The Greek Consumer
FUTURELAB
RESEARCH


   Issues and challenges: lack of insight




            Retailers focus mainly on collecting and tracking data about ―purchasing
            behaviors,‖ ―geographics,‖ and ―demographics.‖ All in all, Most food retailers
            know the ―what‖ of their customers—what they buy, purchasing frequency, etc.
            But few know the ―why‖.
                                                                                             20
10 things to make
     you think
10 Insights to make you think –
 10 Questions to ask yourself
―I am sick and tired of
   Marketers lies‖
76% of consumers don‘t believe that
companies tell the truth in advertisements
                                Yankelowich,2006
Transparency
 • WHY (simple numbers or
   other, simple, straightforward proof of this)




Transparency?
FUTURELAB
RESEARCH




Transparency?
            I&C: Transparency




You are being watched….         26
CSR

                       SAB Miller: making a difference through beer
                                                                     Our key priorities
                                                                     Discouraging irresponsible drinking
                                                                     Making more beer but using less water
                                                                     Reducing our energy and carbon footprint
                                                                     Packaging, reuse and recycling
                                                                     Working towards zero-waste operations
                                                                     Building supply chains that reflect our own
                                                                     values and commitment
                                                                     Benefiting communities
                                                                     Contributing to the reduction of HIV/Aids
                                                                     Respecting human rights
                                                                     Transparency in reporting our progress

                                                                     Source:
                                                                     http://www.sabmiller.com/NR/rdonlyres/B5B9E625-
                                                                     8661-47E4-9EB3-
                                                                     783C2D977036/0/SABMiller_SDR_2008.pdf




 FUTURELAB COMMENT
 Sustainability, CSR – do good and tell about it, in very straight forward ways. The ‗we employed this many
 people, and paid this much in taxes, etc‖ works well.
 Dont fall into the PR trap, but tell people what you do, and why you do it.




FUTURELAB                                                                                                          Page 12
Transparency




It doesn‘t have to be complicated….
Are your campaigns truthful?
Does the brand experience match the promise?
At every touchpoint?
Question: How transparent are we in
   dealing with out customers?
― I don‘t want to lose that
       connection to the
   village, the old/real life‖
Authenticity




Local Food     32
Authenticity




Your own private sheep…   33
Authenticity




Dole
Traceability
Authenticity




Crop to Cup
Traceability
Authenticity




De Kas
As authentic as it gets – self grown food restaurant
Customization

                                   Brewtopia - Custom branded beverages

                                                                                        Since 2002, we've dedicated our tiny minds to
                                                                                        customising Beer, Water & Wines online

                                                                                        You can now even create your own labels for delivery
                                                                                        Worldwide

                                                                                        We have no minimum order, no setup charges and
                                                                                        100% money back guarantee on all products.

                                                                                        Source: http://www.blowfly.com.au/




 FUTURELAB COMMENT
 How about doing this yourself (in cooperation with a small printer with an entrepreneurial mindset)?
 Customised labels for parties, at an affordable price.
 Which 18-year old wouldnt love to have his personal bottles at his graduation or birthday party? How collectable would that make the bottles?

 A great tool for engagement, collectability, and straight forward sales improvement.




FUTURELAB                                                                                                                                Page 28
Question:
How authentic are we?
―The consumerism here is
horrible – too many
products, too much waste….‖
Reduce waste and over-abundance




100 Calorie Packs
FUTURELAB


 Reduce waste and over-abundance
RESEARCH


            Future trends




Mini-packs                    41
100 Calorie Packs
The ultimate give-away?
Show that you (really) care
FUTURELAB
RESEARCH


                Future trends



            Functional food brand for pregnant women




        A French company has developed a new line of food products for pregnant women. Dubbed Luna, the
        range consists of eight products made with organic ingredients, all aimed at ensuring women get the
        nutrients they need for a healthy pregnancy.
        Included are honey & sesame biscuits that are rich in iron, calcium, magnesium, phosphorus and fibre;
        and a herbal infusion that promotes healthy circulation.



                                                                                                                45
FUTURELAB
RESEARCH


               Future trends


            Organic fast food - OBurger in Los Angeles



                                                  Los Angeles-based OBurger is out to
                                                  show consumers that organic, healthy
                                                  fast food can be just as convenient as
                                                  more calorie-clogging fast food options.

                                                  The 100% organic menu is equally
                                                  dedicated to the organic and sustainable
                                                  cause.

                                                  Besides that, the logistics alone at
                                                  OBurger are an impressive feat in
                                                  restaurant innovation. They use non-
                                                  toxic cleaning supplies and packaging
                                                  that is recyclable, compostable or
                                                  biodegradable.




                                                                                             46
Question: How can we (im)prove
    our green credentials?
―I want you to really listen to
me, understand me, engage with
me‖
Engage in the conversation – Buzz, WoM

• People want to have a conversation, not just
  being yelled at
• People trust people
When forming an opinion of a company, how                                        %
credible would the information be from …        Academic                         62
                                                Doctor or similar                62

A person like yourself or a peer                Person like yourself/peer        61
                                                Financial Analyst                58
                                          61%
                                   55%          NGO Rep                          58
                          51%
                                                Accountant                       53
                                                Lawyer                           36
          33%
                                                Regular employee                 33
                                                CEO                              29
                                                Union                            19
                                                Entertainer                      17
     2003            2004       2005     2006
                                                PR person                        16

 Edelman Trust Barometer 2006
                                                Blogger                          15



People Still Trust Humans                                                   FUTURELAB
Cosmetic concerns
Start Listening




 ‗Help us choose‘
Listen in – and engage in the conversation!
Engage in the conversation!
Check yourself out regularly
And listen for the nasty bits….
And listen for the nasty bits….
FUTURELAB




Open your eyes
FUTURELAB
RESEARCH


                   Future trends


                Wine tastings via Twitter




            Bin Ends, which was started up earlier this year, is now gearing up for its second Twitter Taste
            Live, which will be held this Thursday—the first one was in July. The project aims to give wine
            enthusiasts around the globe a chance to join the world's top wine personalities online for tastings via the
            popular social networking tool Twitter.




                                                                                                                           59
Question: Are we having
   a conversation?
Find your existing communities
Enable your community




     1 year: 100.000 registered customers
      Now: 2,800,000 registered customers

Quickbooks – the best example
Provide them with the right tools
FUTURELAB
RESEARCH


            Trends: Biocitizens




   ―Biocitizens‖ are people who join social networks (online or in person) based on shared health
   interests. They organize around disease management or chronic conditions; wellness practices like
   exercise, parenting, or aging; or environmental health concerns. These new collectives are
   generating, collecting, and sharing information, and they are becoming authorities in their own right.
   Their influence on the marketplace is increasing: As shoppers, we consult these social networks
   about healthy purchasing decisions ranging from food to deodorants to cleaning products; as
   consumers, we leverage them to demand a voice—not just a choice—in the products we are
   offered. Food retailers need to be aware of the networks operating around them, and alert to
   opportunities that help shoppers connect to each other.
                                                                                                      64
FUTURELAB
RESEARCH


            Trends: Biocitizens




                                  65
FUTURELAB
RESEARCH


            Trends: Biocitizens




                                  66
FUTURELAB
RESEARCH


            Trends: Biocitizens




                                  67
FUTURELAB
RESEARCH


            Trends: Biocitizens




                                  68
A community site for every café?
The largest virtual world on the planet in less than a year
April 2007: beta launch
June 2007: 3,000,000 users
July 2008: 15,000,000 users

The ultimate community connect
Facebook connect – recycle the community
Question: Are we fishing
  where the fish are?
―It‘s all about my parea‖
Empower the Tribal Leaders
Let them do your work
Create a movement
Crowd Finance
                                                          BeerBankroll
                                                          Others are taking the idea of crowdsouring a step further. Including US based brewery called
                                                          BeerBankroll, who are experimenting with involving the community to fund and manage their
                                                          company.

                                                          How do they do it?

                                                          The first step is the Crowdfunding. Beerbankroll are recruiting members (50,000 to start
                                                          with), who will contribute $US 50 to get the project up and running.

                                                          Once BeerBankroll has raised $100,000, the Crowdmanaging kicks in. The BeerBankroll
                                                          community will then be involved in actively running the business. Members can submit
                                                          product ideas and vote on management decisions. They can have a say in everything from
                                                          the brand name, company logo, product design, product mix, marketing plan, advertising and
                                                          sponsorship.

                                                          The company profits are then divided by three: One third is paid to members. One third goes
                                                          back to the company. One third goes to charity.

                                                          If the experiment works, BeerBankroll will have an army of 50,000 beer drinking brand
                                                          evangelists to help them spread the word.

                                                          Source: http://digitaljury.wordpress.com/2008/07/03/crowdsourcing-for-beer/


 FUTURELAB COMMENT
 We see more and more of these crowd-finance projects – from movies to footballclubs, to, indeed, micro-breweries.

 While this of course does not work for your direct businessmodel, how about applying these principles to social projects?
 A joint undertaking by all Amstel drinkers of Greece to raise E250.000 for a social business in Botswana, that then will be managed jointly?

 An endless stream of PR and engagement with the consumers, and unleashing an army of promoters onto the market.




FUTURELAB
Question: Do I know
 what ‗tribes‘ I can
   connect to?
―I just love your products –
and I would love to become
involved. I actually have
some good ideas!‖
Let them improve your products
Let them build their own
Let them promote them
Or even innovate for you
Or even innovate for you
Finally, let them create your advertising
Finally, let them create your advertising
Question: Do we involve
our fans enough?
―None of my staff I can
really trust – what if I get
sick? Who runs the
company?‖
What could you do?




Create a support
mechanism.
Re-engage the wisdom
of the retired
Ten Things To Make You Think Long
Question: Do we
understand the human
issues of our channel
partners?
And finally…the most important question of all!
FUTURELAB
“Today's marketing model is broken. We're applying antiquated thinking and
              work systems to a new world of possibilities.quot;
                                                    Jim Stengel, Global Marketing Officer P&G

                                                                              FUTURELAB
Advertising Myths
1. Frequency is not a driver
   for action
2. There is no golden rule
   about OTS
Advertising is a tax
you pay for
unremarkable thinking
Robert Stephens,
CEO, the Geek Squad
Ten Things To Make You Think Long
Read                                Magazines
              Magazines                              11,7%
Read News-       8%
  papers
   10%
                            Watch TV
                             30%
                                                                       Television
        Use the                                                         37,8%
                                           News-
        Internet                           papers
          23%         Listen to            25,9%
                                                                    Radio
                        Radio                               Internet 8%
                        29%                                  9,7%


      Media Consumption Europe – 2006          Share of total adspend by medium (global) %
                                                        2008 forecast (March 2008)
       % of total media consumption time




              What‘s wrong with these numbers?
Most influential information sources in
                                                        purchasing electronic goods? (TOP 3)
         Magazines
          11,7%                                    Source                              %
                                                   In-store Sales Associate            49




                                                                                             CMO Council‘s Retail Fluency Report, 2005
                                                   In-store demonstration              36
                                                   Word-of-mouth from family &         33
                                                   friends
                                                   Newspaper Coupons                   25
                             Television
                              37,8%                Internet                            21
News-
papers                                             Product/Company Information         16
25,9%                                              Retailer information                14
                         Radio
                 Internet 8%
                                                   Other                               14
                  9,7%
                                                   Magazines                           4

     Share of total adspend by medium (global) %   TV                                  4
              2008 forecast (March 2008)           Radio                               3




                           Even more wrong….
                                                                                FUTURELAB
60                                      Media Usage %
                                        Advertising Spend %
50
            47.7

     39.6
40
                          32.4
                                 29.5
30

20
                                        13.8      12.7         13.5
10                  4.7                                  6.1
                                                                      0.06
0

        tv         newspaper      radio           internet     games

                   More wrong numbers
£300 vs £40MM




How about this for budget efficiency?
Spend my budget
on WHAT!?
Get a fresh perspective on your budget




Get the store staff on your side   Invest in the call centre   Simplify the form....
WHY?
And most importantly –
 focus on word of mouth
– because Humans trust
        humans
% of people that are more likely to
RECOMMENDATIONS MATTER                                         believe what they see, read or hear
                                                               about a company if someone they
                                                               know has already mentioned it.
 •      In Brazil, Canada, Germany, The Netherlands, Spain
        , Sweden and the US, ― a person like me‖ is the most
        credible source of information about a company

 •      84% of opinion leaders 35-64 recommend companies
        that they trust to people they know. 37% write
        ―emails of support‖.

 •      78% share their negative company opinions with
        others. 44% write emails complaining to the media, a
        politician or an official third-party



Source: Edelman Trust Barometer 2008




                  The Power of Recommendation
The Power of Recommendation
1955 1967 1983 2001 2007
Word-of-mouth is 7x more effective than newspaper
advertising, 5x stronger than a personal sales pitch and 2x as
effective as radio advertising
Marketing Science Institute, 2006




                             This is not exactly news....
HOW LIKELY ARE YOU TO RECOMMEND?




     Extremely                                                                                                   Extremely
     unlikely                                                                                                         likely

          0            1           2            3           4            5           6            7    8     9        10
     DETRACTORS                                                                                  PASSIVES   PROMOTERS

              NPS™= (Promoters-Detractors)/Total

Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld




                       The Power of Recommendation
Promoters make you
                                                                                                 more money
                                                                                                 -They spend more
                                                                                                 -They negotiate less
                                                                                                 -They stay longer
                                                                                                 -They are easier to service
                                                                                                 -They upgrade quicker
                                                                                                 -...
                                                                                                 Slide: Bain & Company,
                                                                                                 official NPS(tm) presentation Fred
                                                                                                 Reichheld.




Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld




                       The Power of Recommendation
This works for almost every industry




          The Power of Recommendation
Brands that built themselves with little or no                       e.g. Oxford Street, London
      traditional “advertising”
                                                                   ®       11 million passers-by a year
                                                                           (€ 4500/$5500 sq/m)

                                                                           Or at € 2,000,000 p.a. budget
                     ®
                                                                           A CPM of € 18 or lower
                                             ®
                                                                           Depending on
                                                                       ®
                                                                           -Your product & service
                                Most                                       - On-site revenues
                                advertising                                - Marketing objectives
                                agencies
                                                                           The numbers may add up



         Or on a more modest level = the media value of your POP materials can be very high
         It is also measurable


                    111



And something completely different:Retail as a Medium
No, it’s not...
• Traditional compensation & other systems stand in the way
• Creative and media work in isolation
• Lack of experience with new media (not everyone went
  “dot-com”)
• Venturing into uncharted territory = risky (even on a
  personal level)
• Nobody really knows how things will evolve
Where ARE the orcas?




           Who will be the First Penguin?
Download an extended version of
 this presentation and a digital
          handout at:
        Futurelab.net/FB


   Read more on our blog at:
      Blog.futurelab.net
The Element of Surprise
About Futurelab




If you want to know more about how to find true insights in the emotional needs of your
target audience, and how to turn these into winning propositions and profit
opportunities, give us a buzz



 TNS ICAP                       Futurelab Greece               Futurelab



Helena Chari                    Milton Papadakis               Stefan Kolle
Helena.chari@tnsicap.gr         athens@futurelab.net           sko@futurelab.net
+30 210 72 60 600               +30 210 72 60 600              +32 473 888 996

www.tns-global.com              www.futurelab.net              www.futurelab.net




                                                                                   FUTURELAB

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Ten Things To Make You Think Long

  • 1. 10 things to make you think
  • 2. We are Futurelab FUTURELAB
  • 3. WE ARE FUTURELAB We create new profit opportunities for our customers. Our innovations and methods allow: • Marketers to become more effective & engaging. • Innovators to identify the next opportunity or niche. • CEO‗s to connect their business to the customer. In the process, we challenge every barrier to business success. We dislike writing reports, billable hours or elaborate processes. Instead, we prefer to quot;get onquot; with making money for your business. FUTURELAB
  • 4. Futurelab Structure Priviliged Relationships Athens – Barcelona - Brussels – (Bucharest ) – Johannesburg – Hamburg – Moscow – Kiev - Munich - Shanghai A flexible boutique: 2 partners – 3 support staff – 7 associates – 28 specialists/contributors
  • 6. Can you Make the Light Shine on Your Product? WHY BOTHER? • 30,000 products in an average supermarket • +600% new product introductions since 1994 • Average shopping time: 21 minutes • Average products bought: 18 • 80% of purchase decisions made in-store • Average decision time: 2.5 seconds • Shoppers only ―see‖ half of the products available Source: G2 Shopper Marketing Survey, April 2008 FUTURELAB
  • 8. Consumer Behaviours During a Recession Changes Delay Purchases Plan Ahead Deal Seeking Service & Rewards Social Circling Save & Splurge WHY BOTHER? Especially Now Times are Tough. Source: OgilvyOne, October 2008 FUTURELAB
  • 9. FUTURELAB RESEARCH Case Study: the US market In the last years, US consumers spent approximatively US $1 trillion on food, or almost 10% of the GDP.1 The pie chart above describes the consumers‘ reactions to the current economic situation. With food prices going up (see previous slide), brands are now facing a harsh truth: customers are disloyal. 9
  • 10. FUTURELAB RESEARCH Case Study: the US market At the same time, consumer expectations have gone up, as shown in the above Accenture study. Compared to five years ago, 44% of US consumers surveyed have declared that they have higher customer service expectations. 23% have declared that their expectations have gone up since the last year. Furthermore, only 3% of consumers worldwide say that their CS expectations are always met. 10
  • 11. FUTURELAB RESEARCH Case Study: the US market With the advent of new media and the ever-increasing awareness channels, US consumers now have increasingly higher expectations, with the CPG sector making no exception. Companies are now finding that issues such as sustainability, wellness and transparency are coming up more and more often. At the same time, the proven lack of effectiveness of traditional marketing methods is raising the stakes even higher. And, to top it all off, studies show that, even though companies are gathering huge amount of data about their customers, only a select few know how to interpret it properly. 11
  • 13. perception 80% of CEO‘s believe their brand provides a superior customer experience 8 % of their customers agree (Bain & Company) FUTURELAB
  • 14. How to make that light shine on you?
  • 15. Your customers are not a database – and not a statistic
  • 16. TRADITIONAL SEGMENTATION CASE STUDY: 25-30 year olds ―Look at the numbers‖ Elsa (Female/urban/mid-income) 25 29
  • 17. INSIGHT Understand what truly drives your customers Understand the emotional needs of your customers
  • 18. CHALLENGES/OPPORTUNITIES Most Marketers Don‘t Really Know ... India P&G employees will need to get out Everyone should do every job in the of the office and talk with customers. store at least once in his career. QUESTION WHEN DID YOU LAST “SPEAK” TO A SHOPPER? WORK IN A STORE? FUTURELAB
  • 19. Insights into Ideas The Greek Consumer
  • 20. FUTURELAB RESEARCH Issues and challenges: lack of insight Retailers focus mainly on collecting and tracking data about ―purchasing behaviors,‖ ―geographics,‖ and ―demographics.‖ All in all, Most food retailers know the ―what‖ of their customers—what they buy, purchasing frequency, etc. But few know the ―why‖. 20
  • 21. 10 things to make you think
  • 22. 10 Insights to make you think – 10 Questions to ask yourself
  • 23. ―I am sick and tired of Marketers lies‖
  • 24. 76% of consumers don‘t believe that companies tell the truth in advertisements Yankelowich,2006
  • 25. Transparency • WHY (simple numbers or other, simple, straightforward proof of this) Transparency?
  • 26. FUTURELAB RESEARCH Transparency? I&C: Transparency You are being watched…. 26
  • 27. CSR SAB Miller: making a difference through beer Our key priorities Discouraging irresponsible drinking Making more beer but using less water Reducing our energy and carbon footprint Packaging, reuse and recycling Working towards zero-waste operations Building supply chains that reflect our own values and commitment Benefiting communities Contributing to the reduction of HIV/Aids Respecting human rights Transparency in reporting our progress Source: http://www.sabmiller.com/NR/rdonlyres/B5B9E625- 8661-47E4-9EB3- 783C2D977036/0/SABMiller_SDR_2008.pdf FUTURELAB COMMENT Sustainability, CSR – do good and tell about it, in very straight forward ways. The ‗we employed this many people, and paid this much in taxes, etc‖ works well. Dont fall into the PR trap, but tell people what you do, and why you do it. FUTURELAB Page 12
  • 28. Transparency It doesn‘t have to be complicated….
  • 29. Are your campaigns truthful? Does the brand experience match the promise? At every touchpoint?
  • 30. Question: How transparent are we in dealing with out customers?
  • 31. ― I don‘t want to lose that connection to the village, the old/real life‖
  • 36. Authenticity De Kas As authentic as it gets – self grown food restaurant
  • 37. Customization Brewtopia - Custom branded beverages Since 2002, we've dedicated our tiny minds to customising Beer, Water & Wines online You can now even create your own labels for delivery Worldwide We have no minimum order, no setup charges and 100% money back guarantee on all products. Source: http://www.blowfly.com.au/ FUTURELAB COMMENT How about doing this yourself (in cooperation with a small printer with an entrepreneurial mindset)? Customised labels for parties, at an affordable price. Which 18-year old wouldnt love to have his personal bottles at his graduation or birthday party? How collectable would that make the bottles? A great tool for engagement, collectability, and straight forward sales improvement. FUTURELAB Page 28
  • 39. ―The consumerism here is horrible – too many products, too much waste….‖
  • 40. Reduce waste and over-abundance 100 Calorie Packs
  • 41. FUTURELAB Reduce waste and over-abundance RESEARCH Future trends Mini-packs 41
  • 44. Show that you (really) care
  • 45. FUTURELAB RESEARCH Future trends Functional food brand for pregnant women A French company has developed a new line of food products for pregnant women. Dubbed Luna, the range consists of eight products made with organic ingredients, all aimed at ensuring women get the nutrients they need for a healthy pregnancy. Included are honey & sesame biscuits that are rich in iron, calcium, magnesium, phosphorus and fibre; and a herbal infusion that promotes healthy circulation. 45
  • 46. FUTURELAB RESEARCH Future trends Organic fast food - OBurger in Los Angeles Los Angeles-based OBurger is out to show consumers that organic, healthy fast food can be just as convenient as more calorie-clogging fast food options. The 100% organic menu is equally dedicated to the organic and sustainable cause. Besides that, the logistics alone at OBurger are an impressive feat in restaurant innovation. They use non- toxic cleaning supplies and packaging that is recyclable, compostable or biodegradable. 46
  • 47. Question: How can we (im)prove our green credentials?
  • 48. ―I want you to really listen to me, understand me, engage with me‖
  • 49. Engage in the conversation – Buzz, WoM • People want to have a conversation, not just being yelled at • People trust people
  • 50. When forming an opinion of a company, how % credible would the information be from … Academic 62 Doctor or similar 62 A person like yourself or a peer Person like yourself/peer 61 Financial Analyst 58 61% 55% NGO Rep 58 51% Accountant 53 Lawyer 36 33% Regular employee 33 CEO 29 Union 19 Entertainer 17 2003 2004 2005 2006 PR person 16 Edelman Trust Barometer 2006 Blogger 15 People Still Trust Humans FUTURELAB
  • 52. Start Listening ‗Help us choose‘
  • 53. Listen in – and engage in the conversation!
  • 54. Engage in the conversation!
  • 55. Check yourself out regularly
  • 56. And listen for the nasty bits….
  • 57. And listen for the nasty bits….
  • 59. FUTURELAB RESEARCH Future trends Wine tastings via Twitter Bin Ends, which was started up earlier this year, is now gearing up for its second Twitter Taste Live, which will be held this Thursday—the first one was in July. The project aims to give wine enthusiasts around the globe a chance to join the world's top wine personalities online for tastings via the popular social networking tool Twitter. 59
  • 60. Question: Are we having a conversation?
  • 61. Find your existing communities
  • 62. Enable your community 1 year: 100.000 registered customers Now: 2,800,000 registered customers Quickbooks – the best example
  • 63. Provide them with the right tools
  • 64. FUTURELAB RESEARCH Trends: Biocitizens ―Biocitizens‖ are people who join social networks (online or in person) based on shared health interests. They organize around disease management or chronic conditions; wellness practices like exercise, parenting, or aging; or environmental health concerns. These new collectives are generating, collecting, and sharing information, and they are becoming authorities in their own right. Their influence on the marketplace is increasing: As shoppers, we consult these social networks about healthy purchasing decisions ranging from food to deodorants to cleaning products; as consumers, we leverage them to demand a voice—not just a choice—in the products we are offered. Food retailers need to be aware of the networks operating around them, and alert to opportunities that help shoppers connect to each other. 64
  • 65. FUTURELAB RESEARCH Trends: Biocitizens 65
  • 66. FUTURELAB RESEARCH Trends: Biocitizens 66
  • 67. FUTURELAB RESEARCH Trends: Biocitizens 67
  • 68. FUTURELAB RESEARCH Trends: Biocitizens 68
  • 69. A community site for every café?
  • 70. The largest virtual world on the planet in less than a year April 2007: beta launch June 2007: 3,000,000 users July 2008: 15,000,000 users The ultimate community connect
  • 71. Facebook connect – recycle the community
  • 72. Question: Are we fishing where the fish are?
  • 73. ―It‘s all about my parea‖
  • 75. Let them do your work
  • 77. Crowd Finance BeerBankroll Others are taking the idea of crowdsouring a step further. Including US based brewery called BeerBankroll, who are experimenting with involving the community to fund and manage their company. How do they do it? The first step is the Crowdfunding. Beerbankroll are recruiting members (50,000 to start with), who will contribute $US 50 to get the project up and running. Once BeerBankroll has raised $100,000, the Crowdmanaging kicks in. The BeerBankroll community will then be involved in actively running the business. Members can submit product ideas and vote on management decisions. They can have a say in everything from the brand name, company logo, product design, product mix, marketing plan, advertising and sponsorship. The company profits are then divided by three: One third is paid to members. One third goes back to the company. One third goes to charity. If the experiment works, BeerBankroll will have an army of 50,000 beer drinking brand evangelists to help them spread the word. Source: http://digitaljury.wordpress.com/2008/07/03/crowdsourcing-for-beer/ FUTURELAB COMMENT We see more and more of these crowd-finance projects – from movies to footballclubs, to, indeed, micro-breweries. While this of course does not work for your direct businessmodel, how about applying these principles to social projects? A joint undertaking by all Amstel drinkers of Greece to raise E250.000 for a social business in Botswana, that then will be managed jointly? An endless stream of PR and engagement with the consumers, and unleashing an army of promoters onto the market. FUTURELAB
  • 78. Question: Do I know what ‗tribes‘ I can connect to?
  • 79. ―I just love your products – and I would love to become involved. I actually have some good ideas!‖
  • 80. Let them improve your products
  • 81. Let them build their own
  • 83. Or even innovate for you
  • 84. Or even innovate for you
  • 85. Finally, let them create your advertising
  • 86. Finally, let them create your advertising
  • 87. Question: Do we involve our fans enough?
  • 88. ―None of my staff I can really trust – what if I get sick? Who runs the company?‖
  • 89. What could you do? Create a support mechanism. Re-engage the wisdom of the retired
  • 91. Question: Do we understand the human issues of our channel partners?
  • 92. And finally…the most important question of all!
  • 94. “Today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities.quot; Jim Stengel, Global Marketing Officer P&G FUTURELAB
  • 95. Advertising Myths 1. Frequency is not a driver for action 2. There is no golden rule about OTS
  • 96. Advertising is a tax you pay for unremarkable thinking Robert Stephens, CEO, the Geek Squad
  • 98. Read Magazines Magazines 11,7% Read News- 8% papers 10% Watch TV 30% Television Use the 37,8% News- Internet papers 23% Listen to 25,9% Radio Radio Internet 8% 29% 9,7% Media Consumption Europe – 2006 Share of total adspend by medium (global) % 2008 forecast (March 2008) % of total media consumption time What‘s wrong with these numbers?
  • 99. Most influential information sources in purchasing electronic goods? (TOP 3) Magazines 11,7% Source % In-store Sales Associate 49 CMO Council‘s Retail Fluency Report, 2005 In-store demonstration 36 Word-of-mouth from family & 33 friends Newspaper Coupons 25 Television 37,8% Internet 21 News- papers Product/Company Information 16 25,9% Retailer information 14 Radio Internet 8% Other 14 9,7% Magazines 4 Share of total adspend by medium (global) % TV 4 2008 forecast (March 2008) Radio 3 Even more wrong…. FUTURELAB
  • 100. 60 Media Usage % Advertising Spend % 50 47.7 39.6 40 32.4 29.5 30 20 13.8 12.7 13.5 10 4.7 6.1 0.06 0 tv newspaper radio internet games More wrong numbers
  • 101. £300 vs £40MM How about this for budget efficiency?
  • 103. Get a fresh perspective on your budget Get the store staff on your side Invest in the call centre Simplify the form....
  • 104. WHY?
  • 105. And most importantly – focus on word of mouth – because Humans trust humans
  • 106. % of people that are more likely to RECOMMENDATIONS MATTER believe what they see, read or hear about a company if someone they know has already mentioned it. • In Brazil, Canada, Germany, The Netherlands, Spain , Sweden and the US, ― a person like me‖ is the most credible source of information about a company • 84% of opinion leaders 35-64 recommend companies that they trust to people they know. 37% write ―emails of support‖. • 78% share their negative company opinions with others. 44% write emails complaining to the media, a politician or an official third-party Source: Edelman Trust Barometer 2008 The Power of Recommendation
  • 107. The Power of Recommendation 1955 1967 1983 2001 2007 Word-of-mouth is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising Marketing Science Institute, 2006 This is not exactly news....
  • 108. HOW LIKELY ARE YOU TO RECOMMEND? Extremely Extremely unlikely likely 0 1 2 3 4 5 6 7 8 9 10 DETRACTORS PASSIVES PROMOTERS NPS™= (Promoters-Detractors)/Total Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld The Power of Recommendation
  • 109. Promoters make you more money -They spend more -They negotiate less -They stay longer -They are easier to service -They upgrade quicker -... Slide: Bain & Company, official NPS(tm) presentation Fred Reichheld. Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld The Power of Recommendation
  • 110. This works for almost every industry The Power of Recommendation
  • 111. Brands that built themselves with little or no e.g. Oxford Street, London traditional “advertising” ® 11 million passers-by a year (€ 4500/$5500 sq/m) Or at € 2,000,000 p.a. budget ® A CPM of € 18 or lower ® Depending on ® -Your product & service Most - On-site revenues advertising - Marketing objectives agencies The numbers may add up Or on a more modest level = the media value of your POP materials can be very high It is also measurable 111 And something completely different:Retail as a Medium
  • 113. • Traditional compensation & other systems stand in the way • Creative and media work in isolation • Lack of experience with new media (not everyone went “dot-com”) • Venturing into uncharted territory = risky (even on a personal level) • Nobody really knows how things will evolve
  • 114. Where ARE the orcas? Who will be the First Penguin?
  • 115. Download an extended version of this presentation and a digital handout at: Futurelab.net/FB Read more on our blog at: Blog.futurelab.net
  • 116. The Element of Surprise
  • 117. About Futurelab If you want to know more about how to find true insights in the emotional needs of your target audience, and how to turn these into winning propositions and profit opportunities, give us a buzz TNS ICAP Futurelab Greece Futurelab Helena Chari Milton Papadakis Stefan Kolle Helena.chari@tnsicap.gr athens@futurelab.net sko@futurelab.net +30 210 72 60 600 +30 210 72 60 600 +32 473 888 996 www.tns-global.com www.futurelab.net www.futurelab.net FUTURELAB

Notes de l'éditeur

  1. Action: get pictures of all the individuals and integrate
  2. During WWII Russian theatres regularly had power outages, which meant the lights went out. After a while, the people attending plays came prepared with their flashlights. If the lights went out, they shone them on the actors. The actor that played best, got the most light.
  3. Brazilian data
  4. Six types of behaviour Delay decisions: don’t purchase the bigger ticket iteam Plan ahead: impulses are less important, shopping “lists” come back out and peopel stick to them ... They plan more Deal Seeking: people start shopping around, search the internet more, want coupons Service & rewards: people want be treated well and rewarded for their loyalty, I am giving you my hard earned cash so I want respect Social Circling: People shop less and fall back more on their social network (coccoon, but broader). They will consume together, but less (i.e. One bottle of wine drunk as a group, vs. A bottle as a couple). The social event will increase. So brands need to get ready for this sociability. Save & splurge. People save their money but at the same time splurge on little luxuries for themselves. These may be totally irrational, but will happen (cf. Cinema in the 20s) . People want entertainment, fun, forget worries
  5. Image source: Nielsenhttp://www.plunkettresearch.com/Industries/FoodBeverageTobacco/FoodBeverageTobaccoStatistics/tabid/248/Default.aspx
  6. Data source: Accenture
  7. Data source: Accenture – the CIES Marketing Study – Leveraging customer insight to achieve high performanceQuote source: Accenture – the CIES Marketing Study – Leveraging customer insight to achieve high performance
  8. http://blog.futurelab.net/2008/03/advertising_vs_reality.htmlGerman web site Pundo3000.com has done a case study of 100 product and package shots of packaged food and compared it to the reality of what is inside the package. Within less than a week, thousands of blogs all over the world linked to the initiative, describing it in tones of approval.
  9. LocalChoice Milk (http://www.tesco.com/regionalsourcing/localchoicemilk.asp), sold by UK supermarket giant Tesco, is a new line of milk that is produced by local farms and sold at local Tesco stores. Responding to customer requests to make it easier for them to buy food which is genuinely local to their area, Tesco has started paying a premium to smaller local farmers which is above the rate they are paying to farmers who supply their standard milk. This means that farmers supplying new ‘LocalChoice’ milk will receive up to GBP 0.22 per liter, which is one of the highest prices paid to any producer in Britain. The company assures their customers that LocalChoice will not only reduce food miles but will also provide confidence to shoppers that if they buy a local product, they are helping their local economy and local suppliers, in particular small, independent family farmers. The milk packaging is branded as LocalChoice, instead of as Tesco, and uses simple handwriting on the labels to underscore the regional value message. Urban Rustic(http://www.urbanrusticnyc.com), located in Williamsburg, NY, is a grocery store and café that aims to connect local urbanites with local farmers and producers, much like farmers' markets do.
  10. http://www.trendhunter.com/trends/trial-by-wineWhile miniature perfume trial bottles go back several decades, newer innovations have built off the concept. For instance, WineSide has come up with the novel approach of offering wines packaged in sample size tubes.Tubes are available individually or by the box, which can be chosen to provide an introduction to a variety, year or region. e.l.f. (http://www.eyeslipsface.com), short for \"eyes, lips, face\". Launched by New York-based JA Cosmetics roughly three years ago, e.l.f. appears to be turning the cosmetics industry on its ear. All cosmetics cost just USD 1, and customers can create personalized profiles that generate product recommendations and customized looks. e.l.f. currently ships only to US and Canadian addresses, but versions of the site have recently launched for both the UK and Australia. The company's products are also available in US stores, including Target and a variety of drugstores and convenience chains.
  11. There are many statistics out there to inspire and motivate the eco-minded consumer, but one that should be particularly shocking for parents of school-aged kids is the fact that the average elementary student generates between 45 and 90 pounds of plastic, foil and other garbage in school lunch programs each year. That sobering fact comes from the Center for Ecoliteracy; hoping to do something about it, Kids Konserve recently launched a reusable, waste-free lunch kit that does away with paper, plastic and foil altogether.Priced at USD 40, the waste-free lunch kit includes a recycled cotton sack, cloth napkin, 16 oz. stainless steel beverage bottle, \"food kozy\" sandwich wrapper and two stainless steel food containers. Each component is also available separately from San Francisco-based Kids Konserve, as are a selection of products including reusable cloth gift bags, drink lids and stainless steel food savers. Kids Konserve also offers its lunch kits as a fundraising opportunity for schools, enlisting parent representatives across the country to help educate schools and build its \"Fundraising Through a Waste-free Lunch Program\" nationwide.\"With waste from snack and lunch breaks at an all time high and recycling knowledge and budgets still too low, Kids Konserve is empowering parents and kids with information and a reusable product that will help participating schools make the grade when it comes to decreasing waste in community landfills,\" explains company cofounder Chance Claxton. An admirable goal that will no doubt appeal to green consumers around the globe. Kids Konserve currently sells its products only within the United States—one to partner with in other parts of the world....? (Related: Happy healthy meals.)Website: www.kidskonserve.comContact: reuse@kidskonserve.com
  12. NOTE: we have registered freebay.gr – we will transfer free to the company that has the intention to do the right thing with it.
  13. http://www.springwise.com/food_beverage/taste_lab_restaurant_lets_cust/
  14. http://www.trendhunter.com/trends/organic-fast-food-oburger-in-los-angeles
  15. And yes, it is a balancing act between truth and pain – but whatever you do -DON’T GREENWASH!
  16. People want to have a conversation, not just being yelled atPeople trust people
  17. ‘Hell’ was the first result on google for a long while when searching for ‘Dell’, due to the actions of one rabid blogger.Since Direct2Dell has shown Dell’s true commitment to community engagement, that blogger has pulled all content and Dell has regained massive brand value.
  18. Exxon Mobil Brandjacked in TwitterThe twitter community (myself included) was eager to embrace “Janet” a no holds barred up front in your face corporate representative that was ready to tackle the hard issues –sometimes without grace. Unfortunately, to the Twittersphere’s surprise and Exxon, Janet, is not an official company representative she claimed to be. Read the story to unravel the multiple angles to this unique case.
  19. http://www.springwise.com/food_beverage/wine_tastings_via_twitter/
  20. Source: coke.net
  21. Source: coke.net
  22. Source: coke.net
  23. Source: coke.net
  24. Source: coke.net
  25. You say ‘oh, another guy trying to tell us to do social marketing and build communities. NO!Don’t try to create communities, find your existing ones…. PIChttp://www.flickr.com/photos/-wit-/1859812082/
  26. Many similar initiatives internationally, usually initiated by individuals. Become a stimulant.
  27. C Hugh Macleod
  28. Once you start asking WHY – you will see your priorities changing quickly
  29. And focus particularly on WoM