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Superette slide deck

Jan 29, 2018




  1. 1. Word of Mouth Architects
  2. 2. Superette Superette is a marketing agency. We help companies use their consumers' social inuence, as a powerful communication medium. We design contagious stories and experiences, based on a deep understanding of the target audience. Brand
  3. 3. At the start of the century, a vast majority of marketing ROI still came from its direct persuasive effect on the consumers purchasing behaviour. Consumers view of brands has changed dramatically in the last decency, and lead to an important decline of trust in marketing. People directly persuaded by a brands advertising messages have become scarce. The remaining few that are listening, luckily make up for the loss in marketing ROI by being much more vocal about their favorite brands. MarketShare estimates that today half of marketing ROI comes from the social inuence generated by these attentive few. Historically companies have allocated massive resources to understand how they could better inuence the consumers purchasing behaviour. But following up on the above, these insights will only explain 50% of their marketing ROI. The other half -generated by social inuence- remains unknown territory. Many b2c companies have the Net Promoter Score as their No. 2 KPI, right after sales gures, illustrating the importance of social inuence on their businesses (in many cases the NPS has proven to have a direct correlation with future sales). Unfortunately these companies marketing and market research departments have no qualitative insights nor a plan of action to understand their consumers social inuence and increase their NPS and thus future sales. Vision
  4. 4. Direct Persuasion Majority of marketing ROI - 2006 Brand Vision
  5. 5. 0 25 50 75 100 2009 2010 2011 2012 Trust in advertising (Nielsen 2012) Vision
  6. 6. Direct Persuasion2016 - 50% of ROI 50% of ROI (MarketShare 2013) Brand Vision
  7. 7. 50% of ROI 50% of ROI Well researched Effective marketing strategy Well measured (NPS) Not researched No effective marketing strategy Direct Persuasion Brand Vision
  8. 8. Social inuence research: Understanding what is relevant in the target audiences conversations, by studying different aspects of occurring social inuence: the nature of shared stories, sources, context, triggers, motivation, contagion patterns Services Brands across Europe, such as Citroen, Unilever, Fox and Lenovo have benetted from our research insights, strategic consultancy and word of mouth campaigns. Strategy and creativity: Designing a strategic framework based on our expertise and/or research insights, empowering the creative process, to maximise the contagion potential of the brand messages.
  9. 9. Cases The following cases have been created based on our insights and strategic framework:
  10. 10. Pierre de Schaetzen [email protected] +32 (0)477 21 19 24