23. If you can’t turn
yourself into a
customer, you
probably shouldn’t be
in the advertising
business at all”
Uncle Leo
24. 1. YOU NEED TO FIND YOUR TARGET
2. DEFINE THEIR BEHAVIOR
3. UNDERSTAND WHY THEY BEHAVE THIS WAY
(CULTURAL TENSION)
4. GIVE THEM A PURPOSE
5. GIVE THEM ACTS, NOT JUST ADS
26. Rather than taking a top-down approach and grouping consumers
based on their demographics,
A Study by Euromonitor International introduces a bottom-up
method of targeting consumers through in-depth
profiles of four distinct consumer types. These types were created
by analyzing a number of personality traits, characteristics, and
preferences from Euromonitor International’s Annual Survey of
16,000 global online consumers.
27. Sami and Ahmed dont think, behave, and
purshase the same way
AHMED
18 YEARS
Social
category: B
SAMI
18 YEARS
Social
category: B
28. OVERVIEW OF THE FOUR CONSUMER TYPES
Undaunted striver
• Trendy
• Optimistic
• Empowered
• Outgoing
« I want to be, and have the best »
Savy Maximiser
• Family oriented
• Confident
• Bargain hunter
• Practical
I care most about practicity and efficiency
• Spectator
• Media Savy
• Price conscious
• Still forming opinions
Content Streamer
« I am still figuring out where it fit »
Secure Traditionalist
• Settled in ways
• Confortable
• Saver
• Independent
« I am content with where i am in life »
Four Consumer Types to Optimize Marketing Strategy, by euromonitor international
30. Behavior requires you to observe what people are doing differently
that affects how the brand can connect with them –the behavior
that causes them to use the brand less or that suggests new
opportunities for the brand.
Example: People are emailing more, so they are sending fewer
cards through the post.
32. WHAT’S THE CULTURAL TENSION ?
Convictions, Thoughts, Feelings, Attitudes…
It Answers the question: How do people feel or think,
Often drives the behavior that you see
33. It may be:
• Tensions between generations?
• Tensions between urban and rural?
• Tensions between early adopters, mainstream, and late adopters?
• Tensions between males and females?
• Tensions between wealthy and poor?
• What have people started or stopped caring about? Care about more or
less?
• What’s happening in the workplace? Stress? Change?
• What is NEW that people are excited and talking about? What has
DISAPPEARED?
• Who/what has become more powerful? Less powerful?
• How would you describe the lives of the people to someone who has
never been to your country?
• What do people miss from the past and want to regain?
• What’s bubbling under society’s surface, ready to burst out?
• Has there been any major event, new competition, or change in the
category?
35. Purpose is your reason for being, not
your reason for selling.
36. We need to put a meaningful human
purpose at the center of our brands. Not
a promise. Not a position. Not a benefit.
A Purpose.
37. Positioning
Where do I stand vis-à-vis the
competition?
(Through the lens of a marketer.)
- vs.-
Purpose
What do I believe?
(Through the lens of a human.)
38. Let’s take Nike as an example.
Positioning
The Athlete’s Company
Human Purpose
We believe if you have a body, you’re an athlete.
- vs. -
39.
40. A Tension A PURPOSE
In a world crashed by
pessimism, people often
forget to be happy
To inspire moments of
optimism and happiness
41.
42.
43. A Tension A PURPOSE
People often think great
physical achievements are
only reserved to real
athletes
To bring inspiration and
innovation to every athlete*
in the world
*If you have a body, you are
an athlete