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Beam Inc. takes a new approach to spotting trends
Stephen Whiteside, Event Reports, The Market Research Event, October 2013
This article reports how Beam Inc, the alcoholic beverages maker, goes about identifying trends in order to reach millennials.
This article reports how Beam Inc, the alcoholic beverages maker, goes about identifying trends in order to reach millennials. An in-house trend-gathering exercise conducted through four cross-functional teams based around the world revealed approximately 20 trends. These included: ‘maximise moments’ by taking brand experiences to the next level; ‘collaborative lifestyles’, because millennials love shared experiences; ‘synaesthesia’, igniting all five senses whenever possible; ‘mass customisation’; and ‘think global, get local’.
Chobani: Cultivating a brand, one online community at a time
Emily Schildt, Research on Warc, The SoDA Report, 2013
This article describes how Chobani, the US Greek yoghurt brand, became number one in its category without using any traditional advertising.
This article describes how Chobani, the US Greek yoghurt brand, became number one in its category without using any traditional advertising. Instead it consciously focused on social media with the aim of creating a passionate fanbase online. This began with focusing on customer service, then moving onto proactive conversation with communities with shared interests. Keeping this function in-house provides the speed, agility and intimacy necessary to sustain this level of conversation but is also time-consuming and demanding of human resources. Through this engagement, Chobani allowed its consumers to shape the brand, informing everything from product development to marketing and communication.
The six signs of analog craving
Jessica Elefante, Research on Warc, The SoDA Report, 2013
This article looks at the trend for wanting to escape the digital world and how digital marketers can accommodate this desire in their own marketing efforts.
This article looks at the trend for wanting to escape the digital world and how digital marketers can accommodate this desire in their own marketing efforts. It provides examples of how this trend is manifesting, including Camp Grounded, where campers have to trade in their portable technology for the weekend; "blogger blackouts" - deliberate time spent offline; and email bankruptcy, which involves deleting every email in an inbox or closing the account entirely. Marketers are encouraged to stand-out without adding to the clutter by supporting bloggers' desires to simplify and streamline and think carefully before sending an email or creating an app.
Integrating multiple agencies into one brand team
Stacie Hoffmeister, Research on Warc, The SoDA Report, 2013
This article provides recommendations for setting up a cross-functional brand team with multiple external agencies.
This article provides recommendations for setting up a cross-functional brand team with multiple external agencies. The five steps are: work with the best, agree on the brand team, get to know the culture of each agency, get to know the team on a personal level, and treat agencies as partners, not contractors. The article also suggests five in-meeting behaviours that encourage high productivity: get everyone in the same room, model behaviours that build trust, prepare yourself for 'weird science', don't end the day angry, and allow natural leadership to supersede titles and hierarchy.
Zipcar's six-step process for consumer "delight and delivery"
Geoffrey Precourt, Event Reports, The Market Research Event, October 2013
This event report discusses how Zipcar, the innovative car rental firm, attempts to achieve the highest possible standard of customer service.
This event report discusses how Zipcar, the innovative car rental firm, attempts to achieve the highest possible standard of customer service. It has outlined six core steps to attaining this goal: be with your customers, by using ethnographic research); imagine the ideal, rather than allowing short-term considerations to shape strategy; design the whole experience, by focusing on the complete rental cycle; humanize the details, by putting people rather than financial metrics at the heart of its business model; recovery as opportunity, or actively turning inevitable driving incidents into a chance to impress customers; and "reassure, rinse, repeat", a model based on using a wide range of data to understand the potential audience.
McDonald's takes a "cross-cultural" approach to multicultural marketing
Stephen Whiteside, Event Reports, ANA Multicultural and Diversity Conference
This report describes how McDonald's, the fast food retailer, is approaching multicultural marketing in the US, where it is seeing growing numbers of Hispanic, African-American and Asian-American customers across its outlets.
This report describes how McDonald's, the fast food retailer, is approaching multicultural marketing in the US, where it is seeing growing numbers of Hispanic, African-American and Asian-American customers across its outlets. The company has tailored its English-language creative with predetermined culturally-relevant insights; a "cross-cultural" approach that broadened its appeal to all audience segments. A spot featuring a grandfather who uses the free WiFi in a McDonald's restaurant to receive a video call from his daughter to see his new baby grandson for the first time had wider resonance, despite originally being aimed at Afro-Americans. Furthermore - citing its McCafe range – McDonald's recognized that Asian-Americans were more inclined to drinking espresso than other demographics. As a result, McDonald's ran a one-time offer on its coffee, reducing the price to $1 and promoting it in the tri-state New York area using coupon booklets in Chinese, Hindi, Korean and Tagalog.
How Pfizer's influencer marketing boosted Children's Advil
Stephen Whiteside, Event Reports, ad:tech New York, November 2013
This report describes how Pfizer, the pharmaceuticals company, promoted Children's Advil, its over-the-counter medication for kids, through an influencer strategy in the US.
This report describes how Pfizer, the pharmaceuticals company, promoted Children's Advil, its over-the-counter medication for kids, through an influencer strategy in the US. Building on the insight that recommendations from another mother carries a lot of weight and trust, Pfizer partnered with an online community to connect with 20,000 "hyper-connected" mothers with children in the target age group. Each mother was sent a sample kit that directly encouraged mothers to share their view of the product online. This relationship was then fostered through regular email updates, promotions and vouchers. Children's Advil grew its share of voice by 163%, and generated 7.7 million impressions. The article offers three recommendations for improving brand health through influencer marketing: inspire sharing, mix value and education, and spark storytelling.
Understanding the new generation of Black Friday shoppers
Geoffrey Precourt, Event Reports, The Market Research Event, October 2013
This event report describes how Purchased, the market research firm, is using new technologies to gain a better understanding of consumer behaviour.
This event report describes how Purchased, the market research firm, is using new technologies to gain a better understanding of consumer behaviour. By combining mobile apps, real-time purchase data, GPS and techniques such as discrepancy analysis, the organization is able to monitor all aspects of the entire customer experience. A study from Black Friday in 2012 identified eight different consumer segments, provided hour-by-hour feedback on shopping trends, and showed why consumers' plans did not always match up with their actual behaviour.
Programmatic Everywhere? Data, technology and the future of audience engagement
Research on Warc, A Winterberry Group white paper with IAB, November 2013
This paper looks into how marketers are practising programmatic buying of advertising, and outlines the issues that are contributing to the "programmatic everywhere" opportunity - across media channels, vertical industries and functional disciplines.
This paper looks into how marketers are practising programmatic buying of advertising, and outlines the issues that are contributing to the "programmatic everywhere" opportunity - across media channels, vertical industries and functional disciplines. It describes how programmatic buying is now being used in support of automated, auction-based digital media buying but is also growing to support a wider range in use. The report looks at the obstacles to adoption and presents five trends that are likely to define the evolution of the practice.
Identifying the real differences of opinion in social media sentiment
Annie Pettit, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 757-767
This study examined the differences in social media sentiment based on author gender, age and country.
This study examined the differences in social media sentiment based on author gender, age and country. After creating ten category-generic datasets, millions of social media verbatims from thousands of websites were collected, cleaned of spam, and scored into five-point sentiment scales. The results showed that women exhibit more positive sentiment, older people exhibit more positive sentiment, and Australians exhibit more positive sentiment, while Americans share more negative sentiment. The differences were small but clear, suggesting that research methodologists should apply correction factors to ensure that their results more accurately reflect differences of opinion as opposed to differences of word choice. Business users of social media data can be reassured that correction factors are not required to improve the accuracy of their research.
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