Outstanding Creative Three steps Key Consumer Insight KCI

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Outstanding Creative

Outstanding Creative

Three steps • Key Consumer Insight (KCI) • Key Brand Benefit (KBB) • Creative

Three steps • Key Consumer Insight (KCI) • Key Brand Benefit (KBB) • Creative Leap (CL) • KCI + KBB + CL = outstanding creative

What is a Consumer Insight • Reason why Behavior • Typical Marketplace behaviors –

What is a Consumer Insight • Reason why Behavior • Typical Marketplace behaviors – Purchase / Use / Consume – Ignore – Avoid – Recommend – Disparage – Idolize

What is a consumer insight • Reason why – motivators • Motivators – Low

What is a consumer insight • Reason why – motivators • Motivators – Low level (secondary) – High level (primary) • Consumer Insight – high level motivators of behavior • Key Consumer Insight (KCI) – the primary motivator which influences behavior the most

Typical Low Level Motivators • • • “The product is inexpensive” “The product is

Typical Low Level Motivators • • • “The product is inexpensive” “The product is available close by” “The quality is very good” “I like it” “No other product works as well”

High Level Motivators of Behavior • “What does that do for you? ” “The

High Level Motivators of Behavior • “What does that do for you? ” “The product is inexpensive” “It validates my self-image as being a “value conscious” person” “The product is available close by” “Spending time with my family makes me feel like a successful parent” “The quality is very good” “I only want the best in life as I am worth it” “I like it” “Others envy me. I become the center of attention” “No other product works as well” “I am the best and I want to have the best”

Steps in unearthing the KCI • Put a face on your target audience –

Steps in unearthing the KCI • Put a face on your target audience – Demographics are not enough – Psychographics required • “A day in the life of Mr. Jones” • How do you do it? – Qualitative research methods (focus groups, in-depth interviews, ethnography) – Research Techniques (Laddering, Projective techniques)

Laddering Example 1 • • • Interviewer: “Why do you wear a Tiffany bracelet?

Laddering Example 1 • • • Interviewer: “Why do you wear a Tiffany bracelet? ” Subject: “I love Tiffany’s jewelry” Interviewer: “Why do you love Tiffany’s jewelry? ” Subject: “It is so refined, elegant and delicate” Interviewer: “Why is that important to you? ” Subject: “When I wear it, I feel refined, elegant and delicate” Interviewer: “what does that do for you? ” Subject: “I feel very attractive” Interviewer: “How do you know that? ” Subject: “I have seen my husband looking at me that certain way” KCI: Subject wears Tiffany’s as she values her partner’s feelings for her. • Tiffany’s – the key to your partner’s heart.

Laddering Example 2 • • • Interviewer: “Why do you wear a Tiffany bracelet?

Laddering Example 2 • • • Interviewer: “Why do you wear a Tiffany bracelet? ” Subject: “I love Tiffany’s jewelry” Interviewer: “Why do you love Tiffany’s jewelry? ” Subject: “It is so refined, elegant and delicate” Interviewer: “Why is that important to you? ” Subject: “When I wear it, I feel refined, elegant and delicate” Interviewer: “what does that do for you? ” Subject: “I feel very attractive” Interviewer: “How do you know that? ” Subject: “Every time I wear it I notice admiring glances from men. I feel very flirty” • KCI: Subject wears Tiffanys as she loves the idea of harmless flirting • Tiffanys – Its okay to be wicked!

Laddering Example 3 • • • Interviewer: “Why do you wear a Tiffany bracelet?

Laddering Example 3 • • • Interviewer: “Why do you wear a Tiffany bracelet? ” Subject: “I love Tiffany’s jewelry” Interviewer: “Why do you love Tiffany’s jewelry? ” Subject: “It is so refined, elegant and delicate” Interviewer: “Why is that important to you? ” Subject: “When I wear it, I feel unique, very different from the masses” Interviewer: “what does that do for you? Subject: “It reinforces my self-worth” Interviewer: “How do you know that? ” Subject: “Every time I wear it I am very self-assured and confident in my abilities” KCI: Subject wears Tiffanys as it reinforces her high beliefs about herself Tiffanys – one of a kind!

Projective Technique • “I love Mauritius because______” • Answer: “___ I can surf, swim,

Projective Technique • “I love Mauritius because______” • Answer: “___ I can surf, swim, sunbathe, hike, camp out in the rain forest, eat great food, relax, energize, hit the casino and a million other things in a place smaller than the palm of my hand” • Key Consumer Insight: Mauritius: bursting at seams with things to do in spite of being so small a place • Ad baseline: Mauritius: 99% fun, 1% land

How do you know you have the KCI • Step 1 – Identify all

How do you know you have the KCI • Step 1 – Identify all high level motivators through laddering from various subjects – Identify all unusual / unexpected responses – Make sure the consumer benefit expressed is emotional / self-expressive • Step 2 – Quantitative survey questions e. g. How likely would you be to buy a Tiffany’s bracelet if (scale 1 – 5): • You were to get admiring glances from men • Your partner were to make you feel very special • You were to feel very confident in your abilities

Key Brand Benefit (KBB) • What are the brand’s features and corresponding benefits •

Key Brand Benefit (KBB) • What are the brand’s features and corresponding benefits • What are the key benefits – The USP • What if there are no key benefits? – Can you create one?

Outstanding Creative • Match the KBB with the KCI • This is the creative

Outstanding Creative • Match the KBB with the KCI • This is the creative process – No creative leap – just an ad on strategy – Creative leap – outstanding ad on strategy

The VW in the 60 s • KCI: Subject drives the VW because it

The VW in the 60 s • KCI: Subject drives the VW because it makes an anti-establishment statement • KBB: VW’s smallness • KBB + KCI Drive a small, utilitarian car as a rebel statement • KBB + KCI + CL “Think Small”; “Lemon”, etc.

Ceasefire (1980 s) • KCI “Fires don’t happen to me, they happen to somebody

Ceasefire (1980 s) • KCI “Fires don’t happen to me, they happen to somebody else, like my neighbor” • KBB portable, lightweight fire extinguisher • KCI + KBB Fires can happen to you. Keep Ceasefire in your kitchen • KCI + KBB + CL “Your neighbor said that”

ICICI Bank (1990 s) • KCI “At the slightest signs of trouble my bankers

ICICI Bank (1990 s) • KCI “At the slightest signs of trouble my bankers bail on me” • KBB structured to be more resilient than most banks • KBB + KCI “Partnership Banking” • KBB + KCI + CL “We’re with you for the long haul”