co-creating brands & campaigns smartees webinar

Co-creating brands & campaigns

Smartees Webinar

This is the full slidedeck of our ‘Co-creating

brands & campaigns’ Smartees Webinar.

The main focus is on how using research

communities can result in co-created

brand & content strategies. The main

theme is elaborated, followed by some

interesting case studies of Danone and

Marktplaats (eBay).

Anouk Willems

Senior Research Innovator

Head of Research Communities

Tom De Ruyck

Webinar 27.11.2012

How consumer communities help you to understand your target

group & to identify actions to strengthen your brand

CO-CREATING

BRANDS & CAMPAIGNS

2. CO-CREATING BRANDS & CAMPAIGNS

1. WHAT BRANDS ARE

KNOW YOUR CUSTOMER

KNOW YOUR BRAND

IDENTIFY ACTIONS, TOGETHER

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

3. GET THE MOST OUT OF COLLABORATION

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

A brand is a person’s gut feeling about

a product, service or organization. It’s

the emotional perception of a brand that

makes people want to built relationships

with the brand (Conversation Manager, 2011).

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

Competition is more aggressive than ever.

Consumers need to make decisions based

on their gut feeling. Branding and the

emotional connection consumers make with

the brand can make thé difference.

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

Loyalty is less flexible than before. As

a business it’s crucial to challenge the

status quo more than ever before.

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

Consumers are passionate about brands and

want to built a relationship. They like to talk

about them, want to talk to brands and do

things with & for the brand.

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

All successful brands have something

in common: a consistent ‘story’. A story

that is credible, and the reason why

consumers want to built a relationship

with their brand.

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

A good ‘story’ is one that makes

consumers want to identify with the

brand.

Brand

Perception

Brand

Conversations

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

…How consumers perceive your brand & product category?

…How do they identify with the brand?

…What are actions to take to strengthen this position?

By collaborating with consumers, you can get

to know the target consumers, how they

perceive your brand and co-create actions,

together! Time is important: 1/time to explore and understand everything about the brand,

category and 2/ time to connect with the

consumer, the trends, the social and cultural

context.

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

Your consumers are probably the best

consultants you can hire.

Webinar: Co-creating Brands &

Campaigns

An MROC defined by Forrester

Research (2008):

[Captive interactive groups of people online

joined together by a common interest,

which are systematically harvested for

qualitative market research purposes.]

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

# Profile Number Duration Objectives

We work with 50-150 people that are interested

& interesting. The duration of the community is

flexible from 3 weeks to months & ongoing,

depending on the objectives.

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

Before we setup the collaboration, we

define the desired end-goal. Based on

the current situation (AS IS), we

compare it to the desired end goal (TO

BE), and define and try to close the

gaps.

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

1/ Know your customer & category

COLLABORATION APPROACH:

3 STEPS TO CO-CREATE

2/ Know your brand

3/ Co-create actions for brand &

communications

BRANDS & CAMPAIGNS

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

The first phase is all about getting to know the customer and

how they experience your category. What are their passions,

their routines and how they experience your products &

substitutes. This phase is not only the fundament of the

study, but is actually ongoing. You will never stop learning

who your customer really is…

1/ KNOW YOUR CUSTOMER & CATEGORY

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

EXPLORE YOUR

CONSUMER’S EMPATHY MAP

Thinking What is important for them?

What are hopes, dreams and fears?

Hearing What & who influences

them?

Seeing What does their

environment look like?

Pains What are their

frustrations? What

are key obstacles?

Gains What do they truly want?

How to measure impact?

What gives them

passion?

CONSUMER

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

The second phase is about understanding the

brand through the eyes of the consumers.

Key objectives are: How do consumers

experience the brand? How do consumers

evaluate the brand compared to it’s

competitors? How do they evaluate previous

campaigns & activations?

2/ THE BRAND UNIVERSE

Webinar: Co-creating Brands &

Campaigns

EXPLORE THE BRAND ELEMENTS

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

Based on the knowledge about the

consumer and how they experience

the category and perceive the brand,

we identify actions to bring both

closer together.

3/ CO-CREATE ACTIONS

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

EVALUATE BRAND ACTIVATIONS

5 key questions to evaluate campaigns

1. Is the message simple?

2. Is the message credible?

3. Is the message relevant?

4. Is the message relevant for me now?

5. What’s the bigger goal behind the brand?

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

http://www.youtube.com/watch?v=Uqw5zBQGroE

@tomderuyck

@anoukw1

Unite different stakeholders. This collaboration

enables for an iterative process with short feedback

loops.

3. Getting the most out of your collaboration

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

3. Getting the most out of your collaboration

Collaborating with consumers creates impact

internally, but can also create impact externally.

Communicating about the collaboration can result

in positive brand effects and product effects.

Webinar: Co-creating Brands &

Campaigns

@tomderuyck

@anoukw1

Webinar: Co-creating Brands &

Campaigns

linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com

www.insites-consulting.com

Tom De Ruyck Head of Research Communities

Tom@insites-consulting.com

Anouk Willems Senior Research Innovator

Anouk@insites-consulting.com

Thank you! Let’s go on to the Q&A

Check our upcoming Smartees on :

http://smartees.insites-consulting.com