Make Love Not War

„Make Love Not War Research‟ [2010] by Squares Holes Pty Ltd. All rights protected

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should state 'Source: report on Make Love Not War Research[2010] by Squares Holes Pty Ltd


“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?


http://www.youtube.com/watch?v=muNne9qBmMk

http://www.youtube.com/watch?v=muNne9qBmMk


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

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


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 thanbombarding 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?


Number 1?



Number 1?


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!


http://www.youtube.com/watch?v=pwjxxBNZil0

http://www.youtube.com/watch?v=pwjxxBNZil0


http://www.youtube.com/watch?v=nlpZRK2Yfd0

http://www.youtube.com/watch?v=nlpZRK2Yfd0


since

rityrelevance


Communication

Technology

Beverages

Food

Everday Retail

Travel

Motor Vehicles

Services

Clothing &access

since

rityrelevance


“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


Motor vehicles Food

Needs:1. Basic needs

“Something I can‟t live without”

2. Safety and well-being“Security and health”

3. Aesthetic appeal“Looking good”

4. Self indulgence“It‟s about me”

5. Success“Pride and fulfillment”

6. Family and friends“Something to share”

Needs:1. Self indulgence

“It‟s about me”

2. Basic needs“Something I can‟t live without”

3. Family and friends“Something to share”


When love goes wrong


SwingingSubstance

People need people Just words

Baggage Trying too hard


Google 68%

Coca Cola 36%

McDonald's 27%

Apple 34%

Kellogg's 25%

Commonwealth Bank

15%

Virgin 19%

Sony 24%

Holden 28%

Telstra 14%

since

rityrelevance

Trying too hard

You can’t please everyone


Ave 36%

16-20 62%

21-30 42%31-39 38%

40-49 30%

50+ 24%

since

rityrelevance

since

rityrelevance

since

rityrelevance

since

rityrelevance

Trying too hard

You can’t please everyone


Baggage

Too many bad relationships

Relevance

Sincerity

Love

16-20 21-30 31-39 40-49 50+

Age …


So, what am I saying?

How do you get to the heart of consumers?



http://www.youtube.com/watch?v=V5BxymuiAxQ

http://www.youtube.com/watch?v=V5BxymuiAxQ


Make Love Not War

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