day by day – play by play consumer journey and analysis
Aug 03, 2015
the organization cycle
Lego Explosion
What to wear to work?
Nightly Dinner Cleanup
Playing Dress Up
Laundry Pile Up
=> Weekend Organization Catch Up
Weekly Build Up Back to the Start
pain points, touch points and product solutions
PAIN POINTS Organization and
cleaning feel like a never-ending cycle with little
sense of completion
TOUCH POINTS Evening Pinterest TV spots Digital
SOLUTIONS Measure success in
time saved and family members
engaged. To do this mom needs products
that *Help her organize
incrementally *Help her family
organize incrementally *Fit her definition of
“clean”
product solutions must be diverse enough to meet differential preferences for mom…and her support crew
The Clean Spectrum. Reaching out to mom with a humorous and customizable definition of clean creates self-identification and connection, which increases engagement when making product decisions. Making a psychographic connection with mom is more important than making a demographic one. Let her self-select and make sure to showcase ALL KINDS of families for each type of cleaner. To meet variable financial needs, offer different ranges of products that solve the same problem.
“If it’s not a right angle, It’s a wrong
angle.”
“Clean is just clutter in disguise.”
A weekend cleaner is not a
weakened cleaner.
Moms don’t want to be labeled any more than their kids do
Let moms self-select their “cleaning identity” while showcasing all different “types” of
families
insight implication
Despite cleaning/organizing “types”, moms are driven by family connection
Leverage sentiment. Let her know we understand how important “family time”
really is (and that less cleaning time means more family time)
Moms are no longer aspiring to the Martha Stewart model – instead it’s about perfect imperfection.
Moms rely on multiple budgets to make decisions: emotional, financial and time.
Deliver Actionable Solutions: Offer product solutions that address a specific need
for the entire family.
Leverage humor. Moms want to feel understood and , even, celebrated in their
imperfection. Engage her through laughter.
CONSUMER SUMMARY
CLEAN is relative
(we don’t judge)
“Do you add something to your to-do list just to cross it off? No, like,
do you add it AFTER you’ve done it?”
TV, email and digital outreach will feature one-question quizzes.
SAMPLE CAMPAIGN for The Container Store: Spot 1
mom’s cleaning identity
Monica Gellar -------------
Battle Cry: if it’s not a right angle, it’s a wrong
angle!
Phoebe Bouffey ------------
Battle Cry: I make my own rules. If it’s in a pile, it’s not messy.
Rachel Green -------------
Battle Cry: Clean is just clutter in disguise.
Label makers Drawer inserts Color coded hangers
Hooks Cubbies Door-hangers
You can’t be contained…but your stuff can
Leverage humor and sentiment/nostalgia to engage mom in specific solutions that meet her unique needs.
CLEAN is a team sport
(Goodbye, Chore-wheel)
SAMPLE CAMPAIGN for The Container Store: Spot 2
Mom can’t keep the house clean without the support of her team. She needs products that meet the diverse needs of her family too.
TV, email and digital outreach will feature different challenges and different plays.
the support crew’s cleaning quirks
Get your team off the bench and into the play with products that make cleaning easy & fast.
THE CHALLENGE: Saturday morning is 20 minutes to clean. THE PLAY: Under the bed roll-aways and storage chairs for Katie and Wes. Hooks and hangers for Dad.
Goodbye, Chore-Wheel.
THE
CHALLENGE: Decrease tornado effect when Katie
decides what to wear.
THE PLAY: Hooks. Hooks.
Baskets. And more hooks. (Folding is
the enemy as far as Katie is concerned)
Leverage humor and precise articulation of need-state to engage mom.
CLEAN is a process
(measure success in time saved and family members engaged)
SAMPLE CAMPAIGN for The Container Store: Digital
Digital campaign will leverage the makeover model (before and after). This model gives mom a sense of completion when she’s tired and online in the evening. Each submission will feature the classic
visual photo, but also include time saved and family members engaged.
Moms will share her before/after on Pinterest.