Love Reduced

“We shall fight on the beaches.We shall fight on the landing grounds.We shall fight in the fields and in the streets.We shall fight in the hills.We shall never surrender.”Winston Churchill4 June 1940

Is this you?

retain customers expand into new markets

increase brand awareness

grow market share

build shareholder value

maximise sales

new product development

Digital Advertising PR Media Research Sales

etc…

Are we so busy fighting our competitors we forget our consumers?

Or, do we treat our consumerslike the enemy?

CheaperEasier

Bigger

Faster

Better

Free bit

Friendlier

Stronger

Major issues, such as smoking, unhealthy eating or unsafe driving, are not rationally-based decisions.

Why do many marketers assume that consumers make rational decisions?

When it comes to our life passions, the things we can’t live without, these are not rational, but highly emotional

The consumer isn't a moron,

she is your wife

To develop any true relationship, marketers need to get to the hearts of consumers rather than

bombarding their heads

Mission

“To explore the power of ‘love’ in marketing”

Stage 3.National survey

N=1,00016+ year olds *

Stage 2.In-home affinity

discussions

Stage 1.Ethnographic / Semiotic

Investigation

* Australia-wide representative sample – regional / metro, age, gender etc

Manifestations of Love

Traditional

Emerging

JOYOUS LOVE

PASSIONATE ROMANCE

PRIZED POSSESSION

QUIRKY LOVE HAPPY LOVE

UNIVERSAL LOVE

PROTECTIVE LOVE

FAMILY LOVE

COMMITTED LOVE

IDLYLLIC ROMANCE

BENEVOLENT LOVE

EPIC LOVE

What do we love to doabove all else?

family friends

brandspassions

Family, 78%

Friends, 45%

Passions

Brands

Good food 41%

Travel Oz 30%

Travel O/S 29%

Internet 27%

Reading 27%

Eating out 24%

Movies 24%

Relaxing 20%

New things 20%

Food 33%

Travel 29%

Technology 28%

Communication 20%

Beverages 19%

Motor vehicles 14%

Clothing & accessories

13%

Everyday 9%

Retail 9%

Services [eg banking]

3%

Only 5% love their workmates

Only 2% love their neighbours

So, what are theTop 10 Loved Brands?

If you’re not relevant, you’re invisible

Are you talking to me?

If you’re not sincere, I can’t trust you

Don’t give me any bullshit!

sin

ceri

tyrelevance

Communication

Technology

Beverages

FoodEverday Retail

Travel

Motor Vehicles

Services

Clothing &access

sin

ceri

tyrelevance

“But, love won’t pay the bills”

Or, will it?

75-90%+ will use next time

70-90%+ will recommend

60-90%+ would pay 20%+ more than competitors[or won’t rule it out]

It’s all about businesses sincerely fitting with consumers, not vice versa

Basic needs“Something I can’t live without”

Self indulgence“It’s about me”

Family & friends“Something I share”

And, speaking with the right tone

Joy

Attraction

Fondness

But, there’s no ‘one-size fits all’

You need to get intimate with your consumers and understand them

When love goes wrong

SwingingSubstance

People need people Just words

Baggage Trying too hard

So, what am I saying?

How do you get to the heart of consumers?

1. It’s not a marketing thing – it’s an ethos from the top

2. It’s about deeply and truly understanding consumers

3. It’s not manipulating or forcing consumers

4. It’s about investing in product development, then branding

5. It’s not about treating consumers like morons, but with respect

6. It’s about consumer relevant marketing with no bullshit

7. It’s about a positive perspective on marketing – love not war

For more detailed informationcontact Square Holes www.squareholes.com