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High Value

Consumers

Fans

Fragile Brand

Consumers

Undecided

value

Loya

lty

Fragile other

brands consumers Other

brands Fans

High Value

Consumer other

brands

Opinion Leader

Relevant Other

Trendsetter

No consumers asceta, angry or unable

HIGH VALUE CUSTOMER, we keep giving reasons.

The High Value Customer is the Heavy Users/ High Yield customer. In our experience, in almost every category, the 30% of customers are responsible for over 70% of the sales.

This is a consumer that knows very well the category and has wide experience. We don’t think conventional advertising with an oversimplified message will have a minimum effect on him.

The primary goal is to change behavior, not attitudes, that’s too ambitious and inefficient. Product advertising, this is what we believe we have to create for them. Something unknown, specific and good. A good, solid reason to do something different, to give a try.

Therefore, it is about meaningful product differentiation, innovations, new product benefits, a good deal, a compelling offer, a service enhancement, or evidence of emotional enrichment.

The creative message is aimed exclusively at them. We design this idea with the most personalized medium at the core of our thinking, so both are one.

One single message, well crafted, can provide the changing in behavior we are looking for, but be ready to work on a battery of them. It is also about depth, frequency and repetition.

We identify the high value customers using a variety of methods like business acumen, exploratory research, digital buzz tools and analytics. 1. We identify the HIGH VALUE CUSTOMER through client knowledge + research + digital buzz tools + analytics.

2. Define the different sizeable profiles existing

3. Build personalized creative message to get a trial per profile with the most personalized medium at the core of our thinking.

4. Seed the message.

High Value

Consumers

OPINION LEADERS, we create conversation-worthy communications for MAVENS, SALESMEN & CONNECTORS

The Opinion leader is that maven, that knowledgeable, the one that craves for information that everyone else respects.

For the Opinion Leader, the primary goal is to create conversation-worthy communications. We have to create for them interactive stories of discovery from the product. Sometimes provocative, irreverent, funny, outrageous, but always of discovery.

There is also a especial way to act with them in the media, thinking editorially, reacting in real time, engaging in reciprocal conversations and distributing generous amount of both mass and niche content.

Opinion Leader

FANS, values and more values.

The fans are that 10% of stubborn brand loyalists. The brand is almost an ideology for them. And for us the primary goal is buttressing identity. Our advertising should allow the brand to perform a myth that addresses an acute contradiction in society. Then, we personalize the brand’s myth to fit individual biography and create ritual actions to experience the myth when using product. This is what fans want.

Of course we need to reinforce pride and help them show off their feeling of belonging. Fans

TRENDSETTERS, mystery, intimacy and sensuality.

Trendsetters are the first spark that starts the fire. They are the first ones to use the product. They give its initial visibility and they inspire the rest on its usage and style. They are cool, sophisticated and able to decode complex messages. Most of the time they are well formed and informed and with high purchase power. They love new things.

We know how to get their attention. The communication should be mysterious, should be intimate and sensual. This is how Kevin Roberts, from Saatchi & Saatchi, describes great communication.

The recipe of mystery in short: tell big stories; combine the past, the present and the future; awake your dreams; leverage on your myths and icons; inspire the trendsetters.

The need for sensuality is clear to get to these trendsetters: they are the fast lane to reach the human emotions.

Intimacy or being emotionally close to someone has 3 dimensions:

Empathy, to understand and respond to others people emotions.

Commitment, that proofs we are engaged in a long term relationship.

Passion: the lightening spark that maintains the relationship alive.

Trendsetter

RELEVANT OTHER, visualazing selfishness and emotional messages.

Yes, yes, we´ve been talking about very influencing people that people trust to take their decision, who have the authority and expertise to make us take decisions. But we all have experienced that not all decisions we take follow only the right technical advise. We sometimes don´t maximize our own desires but try to optimize a broader scenario. We take some decisions because they make us happy as well to those who are important to us, even when we know it´s not our best personal ego choice. But we care and love others too. What our relevant other, whether she is our wife, husband, girlfriend, boyfriend, best friend, boss, brother, sister, kid, mam or pa, has to say on a topic matters. Sometimes it´ s easy to maximize all family happiness.

So, for the RELEVANT OTHER; we craft a communication that talks to their personal benefits derived from the decider choice. What they are going to take from all these, and we drive their influence towards our clients offer. Paradoxically, it is a message based on selfishness and emotions towards the relevant other, so the decision taker could think about her happiness too.

Relevant Other

Undecided

UNDECIDED, values or rationals-utilities?

Have you ever heard that elections are win or lost based on the undecided?. This is well known by all campaign managers in the world. What they do to win the elections is, first, to reinforce and activate their base and then to create a new perception among the undecided. They do not try to persuade the bases of the opponent.

The undecided belongs to that 10% or 20% that want to acquire the product or use the service but have not yet taken a decision on which brand proposal they will take. He is kind of a searcher, looking for the right information to take the decision.

Here there are 2 hypothesis: we could follow some authors, like George Lakoff, the guru working for the democrat party in the USA, who defend that those undecided are precisely undecided because they share some democrat values on some issues and some republicans in others. Therefore what has to be done is to communicate on the values and make the undecided understand the superiority of relevance of those democrat values that they share over the ones they share with the republicans.

The second hypothesis is the one that defends a rational or pragmatic decision based on issues/ utility and on what are the specific benefits for this undecided voter.

So, when to use one approach or the other? We recommend to use the “values” approach in high involvement categories or identity categories, like fashion, alcohol, cigarettes, cars,… and work the “rational” approach when dealing with more functional categories.

FRAGILE BRAND CUSTOMER, lifestyle, values & reassurance.

The FRAGILE BRAND CONSUMER is our customer. Yes she buys our products one in a while, but she is an inexperienced customer, her frequency of purchase is low and sometimes buys from the competitors depending on the deal. She is not very much into the category and she takes her purchase decisions based on more irrational and emotional benefits.

There are 2 kind of advertising, the one based on the product and the one based on the potential consumer. The latter is based on lifestyle, it talks about the people, their lifestyle and how the brand is going to fit on it. It is also more superficial but it does its job as these consumers are more involved on themselves than in the product or service category. It can be more relevant to them as it talks about them. The people are the heroes.

This is what is called the peripheral route (versus the central route to persuasion).

While doing this it is important to open the product possibilities in terms of consumption moments and different usages.

Unexpected reassurances of having made a good deal are important and progressively the conversation has to introduce in a relevant way the values of the brand.

The objective is to mutate them into high value customers.

Fragile Brand

Consumers

FRAGILE OTHER BRANDS CUSTOMERS, lifestyle and opportunity.

This is a similar case to the fragile brand customer. The profile is very similar but this segment tends to prefer other brands products or services.

Again lifestyle or branding advertising is more effective when including opportunistic offers and deals.

In terms of persuasion we talk here more

about a peripheral route (relies not on reason

per se, but on packaging – attractiveness

of the message or the medium, use of evocative symbols, use of an attractive or credible source, and so forth) than central one (intense engagement and argumentation), as the consumer shows “low elaboration”, a situation in which the individual looks for cognitive shortcuts – cues or connections that allow processing of incoming information without much conscious effort.

Fragile other

brands consumers

HIGH VALUE CUSTOMER OTHER BRANDS, we give a reason to try.

This is the big white shark. The biggest opportunity for a brand when the strategy is based on Market Share more than growth (new customers or increase of frequency and volume for current customers).

The High Value Customer is the Heavy Users/ High Yield customer. In our experience, in almost every category, the 30% of customers are responsible for over 70% of the sales.

This is a consumer that knows very well the category and has wide experience. We don’t think conventional advertising with an oversimplified message will have a minimum effect on him.

The primary goal is to change behavior, not attitudes, that’s too ambitious and inefficient. Product advertising, this is what we believe we have to create for them. Something unknown, specific and good. A good, solid reason to do something different, to give a try.

Therefore, it is about meaningful product differentiation, innovations, new product benefits, a good deal, a compelling offer, a service enhancement, or evidence of emotional enrichment.

The creative message is aimed exclusively at them. We design this idea with the most personalized medium at the core of our thinking, so both are one.

One single message, well crafted, can provide the changing in behavior we are looking for, but be ready to work on a battery of them. It is also about depth, frequency and repetition.

We identify the high value customers using a variety of methods like business acumen, exploratory research, digital buzz tools and analytics. 1. We identify the HIGH VALUE CUSTOMER through client knowledge + research + digital buzz tools + analytics.

2. Define the different sizeable profiles existing

3. Build personalized creative message to get a trial per profile with the most personalized medium at the core of our thinking.

4. Seed the message.

High Value

Consumer other

brands

OTHER BRANDS FANS, cognitive dissonance approach or innovation.

This is a tough one!

These guys seem to be stuck to what other brands dictate. They love them and embrace their values and beliefs.

They experience what is called selective attention which means they are only open to expose themselves to that information which is consistent with their attitudes, perceptions and beliefs. Any other communication that may produce any cognitive dissonance is rejected. Dissonance is a condition in which 2 or more cognitive elements, attitudes, beliefs, perceptions, are out of balance. The key to changing an existing behavior is, first, to induce dissonance, which has the effect of rendering the individual more susceptible to persuasion, then second, providing mechanisms to reduce the newly induced dissonance in ways that advance the interests of our campaign.

Other than that, innovation, in the terms of new brand ideas and new offers, should be the focus.

Other brands Fans

No consumers asceta, angry or unable

NO CONSUMER, innovation, convenience and simpathy for the ASCETA, UNABLE & ANGRY,

The NO CONSUMER are simply those that do not participate in the category. They don´t consume our products neither ours competitors. However, their reasons for the no consumption could be different.

The ASCETA is that one that has not a real need that could be solved with our current product. It is when we come back to the brand and we look for the next big idea that will do the job (brand innovation) . They are ideas that talk to these new targets or present the product in a totally new and transforming way.

While in the process, we discover new consumers needs unmatched or improperly done. This is when our capabilities on product or service innovation come to place (future category design).

We conceive the new brand idea, we transform it into a new product or service, real or digital, and then we communicate it.

The UNABLE is that one which finds very difficult to take the benefits of our product or even to get to it. The focus should be put on how to solve these barriers. To have a look on maximizing their CONVENIENCE.

Finally, the ANGRY are like the Angry Birds, they are angry. For them your remedy is SIMPATHY (feeling alike).

How can an undecided become a fragile brand consumer and keep evolving until he turns into a fan?

Could a brand establish a model that allow this migration?

Well, we just talked about the communication approach effective for each character, and this is the beginning: are we addressing each specific character in the right way? When we are consistently doing right we can start to work on the next transitional stage to locate her in her next level.

Again communication and marketing techniques are used to implement this mutation process. They include the accurate implementation of our TRUST equation.

The ultimate objective is to move our customer base through a line of bigger loyalty and higher value.

This is our MUTATIONS MODEL.

MUTATIONS

High Value

Consumers

Fans

Fragile Brand

Consumers

Undecided

Opinion Leader

Relevant Other

Trendsetter

High Value

Consumers

Fans Fragile Brand

Consumers

Undecided

Fragile other

brands consumers

In the age of hyper connectivity the importance of Influencers is even bigger and deserves a unique treatment. If you wan to create a contagious message you better rely on a proven method. A viral hit is too difficult and unlikely.

We have a process for the tipping point: 1. We identify the INFLUENTIALS through client knowledge + research + digital buzz tools + analytics.

2. Define the different sizeable profiles existing, opinion leader, fan, trendsetter, high value customer, relevant other, and prioritize them.

3. Build conversation-worthy communications and actions to activate influence.

4. Seed the messages and the actions.

INFLUENTIALS

Talking about a community we talk about TRUST. Trust that should be built, maintained and nurtured to make it grow.

We have been working with the TRUST equation since years now and always showed its efficacy to our purpose. The equation displays 4 variables of trust, with their own meaning, role and timing. We added our kardumen on it discovering the right variable to be worked on each character and how they move across them all. It is significant to highlight that, once more, the extremes get very close!

Credibility: do I believe what the brand says?

Reliability: Does the brand delivers what she promises?

Intimacy: Is the brand close to me emotionally?

Self Orientation: Will the brand put her own interests before mines?

TRUST equation

High Value

Consumers

Fans

Fragile Brand

Consumers Undecided

TRUST = credibility reliability intimacy

Self orientation

+ +

Fragile other

brands consumers

Trendsetter

Opinion Leader

Relevant Other

No consumers asceta, angry or unable

High Value

Consumer other

brands

Other brands Fans

We talk about a transmedia experience across the offer itself, the point of sale and the digital world. We work on an editorialization of the commerce and of the ecommerce.

We define a PROMOSTORY as a vivified sales story of a new limited edition offer, with a digital value or incentive, an interactive miss en scene in the point of sales and amplified with digital buzz. To whom are we talking especially? The promostories are conceived to appeal the HIGH VALUE CUSTOMERS, THE HIGH VALUE CUSTOMERS of OTHER BRANDS. Giving a reason is a process that needs a especial reason to be communicated, the limited offer, and a story so we can make our point to those consumers which have a vast experience on the category and are not going to be persuaded by an oversimplified and superficial message.

As there is content, interesting content, which builds the story wakes the OPINION LEADERS up too.

It is also a proper tool when talking to UNDECIDED on low involvement or functional categories.

And finally, if the limited offer is well done it will have its chance with the NON CONSUMERS.

PROMOSTORIES

High Value

Consumers

Undecided

INNOVATION DIGITAL ADD-ON

PROMO MECHANIC LICENSE/

COBRANDING

Opinion Leader

No consumers asceta.

High Value

Consumer other

brands

STORY

DIGITAL POINT OF

SALE

DIGITAL BUZZ