Session 8 Create 3Prof. Surya MishraDigital and Social Media Marketing

School of Management, KIIT University

5 Steps – Insight to Communication

• Finding and identifying your insight

• Concept development and screening• Advertising development and screening

• Packaging and POS development and screening

• Disseminating Communication

• Like advertising, your packaging agency must understand the insight and not try to reinterpret the product's benefits. Furthermore, multiple packaging options should be considered to find the direction that is most motivating, unique, does the best job of communicating benefits, and leaves consumers with the emotional reaction you want to achieve.

• Out of interest, the brand packaging firm should be brought into the equation early in the process - before final concepts are designed - allowing the packaging firm to offer experience and advice on how to execute the idea efficiently, effectively, and at the best cost level. The best idea, if unable to be executed (or if executed at tremendous cost) is not a bargain!

• 6. introductory marketing/promotional materials

• These should also be true to the insight. Having focused on this winning consumer insight so long, why risk it by not telling consumers that it's now in their power to buy it? Introduce the product as the breakthrough it is, not just another line extension.

• So remember that you owe your insight to the consumer, who should always drive your efforts. If you get off track and the consumers tell you, you must listen. This is the reason you have to keep checking with them, to make sure you have stayed true to their original guidance. Simply listen to consumers, because it's the best way to improve any new product, advertising, marketing, and packaging.

• Keep an Insight Manager on board to keep all these development efforts focused on the insight and its benefits. Sometimes, depending on your corporate culture, this can be an internal manager, and sometimes it is best accomplished by having an outside agent come in on the project - and that's what Cincinnati-based consulting group Insight Manager does.

What a Consumer Insight is

It’s a single knowledge about the targetthat has effectivenesswhen applied in the relationship

with him

Four properties of the Insight:

I. DeepII. OriginalIII. Base of your communicationIV. Specific for your target

Deep• Hit the deepest part of consumers’ heart

• Forget extreme-tones communication and create messages that can resonate with consumer

• Five levels of depth of the insight:

‘If you don’t lick your fingers, you’ll halve the pleasure’

1. Aestetic: gestures or symbols that are shared among the target

Fonzies chips:

CONSUMER INSIGHT: the act of licking one’s finger while eating chips

2. Everyday problems (see Voltaren Emulgel above)

3. Beliefs and Attitudes:

Goldstar beer:‘Thank God you’re a man’

4. Emotions and Sensations

AXN (a TV channel for action film):“Relax if you can”

CONSUMER INSIGHT: the warmth of the wanted emotions doesn’t permit to sit comfortably

Original

• Communication is a tool to differentiate from competitors (Jack Trout)

3

Original consumer insight will draw original massages

Clothes detergent Tide: ‘Because you are what you wear’

Base of your communication

• the core of the message (not a peripheral aspect)or better…

• the core of the relationship (=every massage)

Consumer insight must be:

Specific• Make appeal to the sense of belonging to a specific

sub-culture

Play Station 2: “Sleepless nights”…playing Play Station and the next day can’t hide the reddening of the eyes

The benchmark of Consumer insight

How being 42 y.o. and still working as a trainee?

• Depth: Time and career are the most precious values in business• Originality: It’s the first brand that used this insight• It’s the core of this advertisement• Specific for only businessmen

Insight: “Talent in business is to get on early”

Application in Unconventional Adv

Insight: Socio-economic factsare interconnectedand their balance is unstable

Applications in creating Social network

More than 30,000 users in the target districtMore than 6,000 daily users

A social network which name is the name of a very small district in Italy

A big success!

But Why?

Functions1) Meeting people on-line (chat, blogs, profiles,

photosharing) both off-line (parties)2) Promote the district (pages about the towns,

use of dialect)

The target:• Small (8 towns, the biggest 27,000

inhabitants)• Identity not much known outside• Threatened by a strong immigration

There’s an Insight! The social identity