Tendensdagen 2011 Donna Sturgess - Marketing is broken - the answer is deeper.

Digging Deeper to
Accelerate Growth
Consciously Leveraging the Non-Conscious

27 October 2011

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© 2011 Buyology Inc. All Rights Reserved. Buyology Inc™, Consciously Leveraging the Non-Conscious™ is a registered trademarks of Buyology Inc.

Marketing is Broken

 Of the more than $1 trillion spent on
marketing across the globe, as much as $500
billion is wasted (SAS 2008 Estimate, John
Wanamaker)
 CEO’s are frustrated that their marketers are
not delivering transformational growth
(McKinsey & Company)
 The average tenure for CMOs at the top 100
branded companies is just 22.9 months -- less
than half that for CEOs who are in their
positions for an average of 53.8 months
(Spencer Stuart)

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Better marketing requires better insights

provocative and proprietary

challenging exclusive
intriguing unique
rousing unequaled
exciting unparalleled
incendiary unusual
provoking extraordinary

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Buyology Inc.

Helping clients gain a
Rigorously understand the significant competitive advantage
non-conscious drivers of by understanding of
demand customers' non-conscious
decision making.

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Recent experiment-- men were consistently
drawn to women with dilated pupils

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Father’s walk

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Deeper Understanding
Deeper reasons for
of How We Choose
our choices

15% Conscious
15% Conscious
Rational choices that we are aware
Rational choices that we are aware
of when we make a a decision
of when we make decision

85% Non-Conscious
85% Non-Conscious
Deeper influences on decisions
Deeper influences on decisions
that we can’t feel because they are
that we can’t feel because they are
operating below the level of our
operating below the level of our
awareness
awareness

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According to Forbes:
 85% - 95% of new products
fail*
 Virtually all new products are
researched before launch
 Current methodology only tests
for the rational, conscious
response to the new product
idea

* Lynn Dornblaser, Mintel published in Forbes.com 12/20/10

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Less than one out of ten of all new products produce enough return on the
company's investment to survive past the third year.
Source: http://www.copernicusmarketing.com/univers/reasons_for_product_failure.shtml

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Improvement Opportunities

Breakout
Dogs
Stars

Shorten Development Cycle Time Reclaim The Top Tail

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Accelerating & Insulating Growth

Achieve extraordinary growth – Protect from unanticipated competitive
significantly above peer companies threats & economic conditions
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What you see effects
how you change
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Where you look effects
what you see
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Going Deeper Into
Brand Relationships

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≈$8 Million > 6 Years > 10,000 Respondents

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Brand Relationship Drivers™

Grandeur

A Clear Vision

Rituals Enemy

Symbols Storytelling

Sense of belonging Mystery

Sensory Appeal

Evangelism

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Conscious Ratings of Brand Drivers™

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Non-Conscious Ratings of Brand Drivers™

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Brand Attributes

 Value
 Trust
 For Me
 Cool
 Socially conscious
 Safe
 Easy
 Quality
 Edge
 Variety

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Latency Response

Chocolate Coffee

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Latency Response

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Gathering more from the
customer relationship
through a non-conscious
perspective

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MindMeasure™
Testing new product concepts and packaging

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Emotions Saturate Decisions
"To select among alternatives requires some way to assess the relative value of these
alternatives, and this ability to assess alternatives is tied to emotions. Emotions give each
alternative a value and, thereby provide a yardstick to judge and select among
alternatives. This process need not be conscious; and indeed, for all animals including
humans, it rarely is. Thus to be rational means also to be emotional…”

Joseph Turner, On the Origin of Human Emotions (2000), p. 59

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Is your
innovation as
productive in
growing the
business as
you would
like?

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Early Mover Advantage

Small insights into the Will provide tremendous in-market
non-conscious advantages

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Thank You
djsturgess@buyologyinc.com

Tendensdagen 2011 Donna Sturgess - Marketing is broken - the answer is deeper.

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Tendensdagen 2011 Donna Sturgess - Marketing is broken - the answer is deeper.