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The Marketing Clinic 2009 1
Delivering Preference
THE MARKETING CLINIC
Success Springs From Understanding The Consumer FullyUnderstanding Regional PreferencesGreg Tucker, The Marketing Clinic.Greg@marketingclinic.com
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The Marketing Clinic 2009 2
Delivering PreferenceWhat we do
We deconstruct the consumer consumption
experience to understand which parts of
that experience generate what emotions
and why.
Preference is: Positive Emotions
Delivered
The Marketing Clinic 2009 3
Delivering Preference
The Consumer Interaction
• Just like a story or a film – every Consumption Experience has a beginning, a middle and an end
• There is a story to be unravelled – the taste journey• At key ‘Plot points’ (eg encounter, adverts, aroma, mid
mouth, aftertaste etc) emotional shifts are triggered.
These must be understood to ensure the consumer (audience) gets the right experience ……
The Marketing Clinic 2009 4
Delivering Preference
Regionality: So What?
• Just as there are regional dialects – so there are Taste Dialects
• These exist across UK – just as they exist elsewhere
• Many markets are broken up nationally – is it not better to segment emotionally?
• If so – we must use all the clues available to understand what is motivating and important
The Marketing Clinic 2009 5
Delivering Preference
• Only by understanding the what & the why of Regional Taste Dialects can you see why consumer taste preferences have developed as they have
Regionality: So What?
•Only then can you speak to your consumers in ‘Their Language’
The Marketing Clinic 2009 6
Delivering Preference
• Preference is learnt – it is not innate
• This is true in any consumer interaction with brands/products
• Different stimuli – eg. flavours - have different emotional associations by culture/age/region.
• A Consumption Experience triggers certain emotions
• It is these emotions that
consumers like/prefer – rather than the flavour itself.
‘Preference Is: Positive Emotions Delivered’
The Marketing Clinic 2009 7
Delivering Preference
A New Perspective
• By viewing the Consumption Experience from multiple perspectives – emotions – memory – events we explore what the drivers are
• Critically – we map which taste/texture triggers which precise emotion and how they fit the Need State/specific consumption event.
This allows us to see the Consumption Experience from other points of view…
So, which way is up?
A new perspective:
The Marketing Clinic 2009 8
Delivering Preference
Regional Palates: Scotland
• Scotland:– Is it haggis?– Is it N&T?– Is it DFMB?
• Should we think Water Of Life?
– None of the above……
The Marketing Clinic 2009 10
Delivering Preference
Regional Dialects
Like Harry Beck:We can make sense of what is happening in London!
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