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Semelhante a Ferial.Lecture.1.Revised.Final
Semelhante a Ferial.Lecture.1.Revised.Final (20)
Ferial.Lecture.1.Revised.Final
- 1. MOSKOWITZ JACOBS INC. Strategic Brand Developers: Research & Consulting Sequencing the genome of the CUSTOMER mind: Application to food & drink Howard R. Moskowitz, Ph.D. President Moskowitz Jacobs, Inc. Ferial Medellin, Colombia Thursday, May 21, 2009 Lecture 1 What exactly do you say - i-Novation, Inc. it - and to whom ? © 2009 how do you say 1 © 2008 i-Novation, Inc.
- 2. What this presentation is all about » You can create products..but what? » You can figure out what to say…but to whom? » And..how do you reach people? » We’re not talking about big ticket items.. But rather 1$ - 10$...where the profit is minimal on each purchase, and where you need efficient distribution » What if you could have loyalty programs..or somehow get into 1:1 contact with customers » THINK NARROWCAST..THE WiiFM (what’s in it for ME..YOUR customer) What exactly do you say - how do you say it - and to whom ? 2 © 2008 i-Novation, Inc.
- 3. The ‘new’ realities Everyone is connected Multi-tasking destroys focus Competition is ever easier & always ‘there’ Search is king What exactly do you say - how do you say it - and to whom ? 3 © 2008 i-Novation, Inc.
- 4. How might you ‘cope’ with these harsh, new realities? » The old advertising models just won’t work as well, especially for low priced items like food Too many channels & messages Too many choices » People want to get what THEY want, not what you want In the way THEY want it But what do you offer and how do you offer it? » Too many offerings … you just can’t be everywhere Think medical – the ‘magic bullet’ is a targeted drug that goes right to the disease site to deliver its payload Think narrowcast Think ‘right payload’ to the ‘right mind’ at ‘the ‘right time’ What exactly do you say - how do you say it - and to whom ? 4 © 2008 i-Novation, Inc.
- 5. Here is what we hope you will discover » Traditional and even some ‘new’ advertising and direct sales follow a knowledge path …similar to taking family history in medicine Look at previous behavior to determine propensity to buy Look at a person’s choice, and make new offers based on similar choices by other people (Amazon model) Look at segment membership and offer what might appeal » We propose a different approach, based on the way today’s medicine is practiced… scratch tests or blood tests..but of the mind Identify the algebra of a specific person’s mind at a granular level for a specific product…tells you what ‘works’ Create typing tool for this algebra, identify mind genome of a person Market to that mind genome What exactly do you say - how do you say it - and to whom ? 5 © 2008 i-Novation, Inc.
- 6. The Bottom Line Potential of Sequencing the Mental Genome of the Customer Inbox to In-Store: Epsilon Study Shows Email Campaigns Drive Store Choice, Favorably Influence Offline Retail Shopping Behavior 56% of Shoppers More Likely to Buy from Retailer Who Sends Them Email 48% Feel More Loyal After Receipt of Store Email What exactly do you say - how do you say it - and to whom ? © 2008 i-Novation, Inc.
- 7. Sequencing the Mental Genome of the Customer… through the mechanism of Addressable Minds™ A Schematic What exactly do you say - how do you say it - and to whom ? 7 © 2008 i-Novation, Inc.
- 8. Today’s Advertising Paradigm Retailers / Manufacturers -> ...Traditional advertising messaging targeted to large audiences … based on simple classification descriptors and what they purchase …it’s how media is bought Demographics, Behavior Your Customers….Advertising strategy assumes/hopes for group homogeneity…Men want “Y”, Women want “X” Result…Lots of messages without regard to ‘true/effective’ messages & motivators ‘that really work’ for each customer What exactly do you say - how do you say it - and to whom ? 8 © 2008 i-Novation, Inc.
- 9. The Addressable Mind™ Solution Retailers / Manufacturers -> IdeaMap.Net Foundation Database / test for each retailer / IdeaMap.net manufacturer Discover Segments, Create Typing Tool, Identify Message Drivers Classify new population into Discover Mind Segments: Identify Importance segments…THEY LOOK THE - Green Conscious Identify Mechanism Of Each Message by SAME BUT THEIR MINDS ARE - Only The Best For Segmentation Total, Segments etc. DIFFERENT Now, Target best messages to each segment and do it by each manufacturer and retailer GREEN BEST GREEN BEST GREEN BEST GREEN BEST What exactly do you say - how do you say it - and to whom ? 9 © 2008 i-Novation, Inc.
- 10. Think about addressable minds for loyalty programs Foods, beverages..all sorts of inexpensive items What exactly do you say - how do you say it - and to whom ? 10 © 2008 i-Novation, Inc.
- 11. S What to do for foods … Steps 1, 2, 3 and 4 #1 Possible messages & images INTERNET IdeaMap.net™ #4 Scale-Up #2 Foundation Consumers who database for self type and later each product receive targeted & relevant messages #3 Database with typing engine MARKET SEGMENTATION TYPING MARKETING PHRASES Total Seg 1 Self Sample Driven Online Banking Seg 2 Technology/ High Security Seg 3 Collaborative Online Seekers Seg 4 Personal Touch with Technology ENGINE Seekers Seekers Base Size: (267) (105) (50) (59) (53) Constant: 31 34 28 31 26 No more paper mail – we will send you copies of statements by secure e-mail Online Collaborative OC1 Connect online in 'real time' with a customer rep via instant messaging, voice over IP or video conferencing via your computer 0 2 2 5 -13 OC3 Faster loan application process…work in real time online with a loan officer 0 0 -8 12 -8 Securely manage your account by PDA, Internet of automated telephone OC4 Our bank's customer service reps will help you browse and use our online banking services -1 0 -6 10 -10 OC2 Use our online tool to find and schedule at your convenience an online working session with an expert such as investment broker, insurance agent, and/or loan officer -3 1 -11 6 -12 Our banks customer services reps will help browse & use our on-line services Online Other ON3 We will answer all your requests in 'real time' by email, instant or text messaging 1 7 -11 3 -1 ON4 We offer 'On demand' status reports for services requests (e.g., loan application) delivered to you via e-mail, text or instant 1 6 -4 -3 0 ON2 messaging No more paper mail... W e will send you statements and images of Manage all your banking needs with a state of the art kiosk and be confident transactions securely by email -2 5 -17 -5 2 ON1 We allow you to pay bills securely using your mobile devices (cell that live help is available if you need it phone, PDA, Blackberry, etc.) -4 2 -13 -9 -2 In-Branch Recognition BR3 We offer a bank-issued smart card so we can recognize you entering the branch and process your needs faster 4 2 6 -3 13 BR4 Choose a secure eye or finger security scan to identify you immediately in-branch and at ATM 4 3 10 -1 3 BR2 We have the most secure biometric system that identifies you as you enter the branch so we can process your needs faster 2 -1 8 -5 6 BR1 We will recognize our customer's mobile phone signal when entering a branch so we can recommend appropriate bank products, promotions and special services -4 -3 -6 -11 2 What exactly do you say - how do you say it - and to whom ? 11 © 2008 i-Novation, Inc.
- 12. Let’s follow the four steps and see what emerges What exactly do you say - how do you say it - and to whom ? 12 © 2008 i-Novation, Inc.
- 13. Step 1 – Granular, person-by-person information, for one food or beverage Experimental analysis of design/or/selling messages for a new product: Chocolate Product What exactly do you say - how do you say it - and to whom ? 13 © 2008 i-Novation, Inc.
- 14. How it’s done » Create elements – simple stand-alone phrase of different types Features Benefits » Mix/match into vignettes or concepts & test Among consumers » Identify ‘what works’ For total panel For conventional groups (e.g., users of… genders..ages..) » Create new ‘mind-set segments’ Where the ‘gold is’ What exactly do you say - how do you say it - and to whom ? 14 © 2008 i-Novation, Inc.
- 15. Example of a test concept that a respondent sees and rates What exactly do you say - how do you say it - and to whom ? 15 © 2008 i-Novation, Inc.
- 16. What data look like What exactly do you say - how do you say it - and to whom ? © 2008 i-Novation, Inc.
- 17. Key takeaways..so far » Learn what product to put in the package ..please the customer » What to put on the package ..grab the customer » What to show in an ad .. remind the customer »Still low price, low involvement products »Homo economicus – commercializing science »Let’s get more focused, and move from simple science to applied science to industrial grade scale- up of our knowledge What exactly do you say - how do you say it - and to whom ? 17 © 2008 i-Novation, Inc.
- 18. Step 2 – Discover how the world really works – segments of the mind Making more money by pinpoint targeting What exactly do you say - how do you say it - and to whom ? 18 © 2008 i-Novation, Inc.
- 19. So..our exercise takes us beyond heterogeneous minds to homogenous, ADDRESSABLE minds »Traditional Segmentation: - Identify segments in database by behaviors, psycho-demographics - Create marketing pieces … send …hope they buy - These segments may seem homogenous -- but minds are not - These segments have minds that are HETEROGENEOUS »Response Based, Mind-Set Segmentation - Expose customers to message vignettes by Experimental Design - Identify profoundly different mind-sets that pervade the customer base - Type a customer into a mind-set using ‘scratch test’ + data mining - For a person ….RIGHT MESSAGE, RIGHT EXPERIENCE What exactly do you say - how do you say it - and to whom ? 19 © 2008 i-Novation, Inc.
- 20. What wins … Mindset Segment 1 – ‘Health seekers’ What exactly do you say - how do you say it - and to whom ? 20 © 2008 i-Novation, Inc.
- 21. Step 3 – Find these segments and message to them directly Find these addressable segments among current & prospective customers Using efficient methods…relevant to the particular product What exactly do you say - how do you say it - and to whom ? 21 © 2008 i-Novation, Inc.
- 22. Today’s tradition -- data mining Product marketing by so-called ‘family history’ » Tell me About yourself About your life style and your values What you look for in shopping, in foods » And I’ll tell you How you will respond to different products What will appeal to you in products, in packages, in ads » Is this real? Hardly .. Especially for new products Just not sufficiently specific, granular, cost effective Not appropriate for low cost items with low involvement What exactly do you say - how do you say it - and to whom ? 22 © 2008 i-Novation, Inc.
- 23. Data-mining (~ retrospective) often used to assign people to segments … Yes Node -1 Node 1 Class = 2 No Node -4 No No Yes Node 4 Node 3 Node 2 Class = 2 Yes Yes No Node -3 Node -2 Yes Node -5 Node 5 Class = 1 Class = 1 Class = 2 No Yes No Node -7 Node 6 Node 7 Class = 1 No Yes Node -8 Yes Node -6 Node 8 Class = 1 Class = 2 No Yes Node -9 Node 9 Class = 2 No Yes Node -10 Node 10 Class = 1 No No successful Node -13 Node 11 Class = 2 Yes Node -12 No Node 12 Class = 2 Yes Node -11 Class = 1 What exactly do you say - how do you say it - and to whom ? 23 © 2008 i-Novation, Inc.
- 24. How about directly Mind-Typing the customer ..intervention Assign customers to segment by interactive SCRATCH TEST » Do once for each prospect or customer Either in-person, on-line, via phone or data base mining 45 second scratch test to determine the DNA of customer mind » Objective –what messaging ‘triggers’ customer Use in conjunction with the database just established If you know segment membership (mental DNA). then you know what to say, what experience to provide … for that segment The effort sequences the genome of the customer mind The person becomes an ADDRESSABLE MIND™ What exactly do you say - how do you say it - and to whom ? 24 © 2008 i-Novation, Inc.
- 25. S The 45 second ‘scratch test’ to mind-type a customer Either upon meeting the prospect … or by internet Calms you down…just what you need when you're feeling stressed 6 The delicious classic – pure milk chocolate 3 As part of a low fat, low cholesterol diet, chocolate reduce risk of some forms of cancer 2 With the same antioxidant action as a cup of green tea 8 HOW LIKELY ARE YOU TO BUY THIS What exactly do you say - how do you say it - and to whom ? 25 © 2008 i-Novation, Inc.
- 26. EXAMPLE OF iPHONE FOR REAL TIME CUSTOMER TYPING 1 of 2 Customer answers these four questions Calms you down…just what you need when you're feeling stressed The Delicious classic … pure milk chocolate HOW LIKELY ARE YOU TO BUY THIS HOW LIKELY ARE YOU TO BUY THIS As part of a low fat, low cholesterol diet, With the same antioxidant action as a cup chocolate reduces the risk of some cancers Of green tea HOW LIKELY ARE YOU TO BUY THIS HOW LIKELY ARE YOU TO BUY THIS What exactly do you say - how do you say it - and to whom ? 26 © 2008 i-Novation, Inc.
- 27. EXAMPLE OF iPHONE FOR REAL TIME CUSTOMER TYPING 2 of 2 IdeaMap Prompts Staff With Exact Words To Use For The Appropriate Addressable Mind Segment Segment 4: Classic & Prevention Seeker - With the same antioxidant action as a cup of green tea - Builds and maintains strong bones - The delicious classic…pure milk chocolate - Calms you down…just what you need when feeling stressed What exactly do you say - how do you say it - and to whom ? 27 © 2008 i-Novation, Inc.
- 28. Step 4 – Ramp up to industrial strength Type prospects on MANY foods and beverages in a store loyalty program.. ahead of time Find these addressable segments among current and prospective customers What exactly do you say - how do you say it - and to whom ? 28 © 2008 i-Novation, Inc.
- 29. Why not do this mind typing on many foods » We focused on one food item – chocolate Created a knowledge database Identified what ‘works’ – EMPIRICALLY Discovered mind-set segments – for the particular product, TODAY Typed a prospect and say the right thing Or even used it for innovation – targeted to a mind set » How about doing typing on an ‘industrial strength’ level ahead of time Say 20-30 knowledge bases for foods, beverages Some dealing with product Some dealing with nature/style of eating situation Then type people ‘en masse’ – across all these knowledge bases What exactly do you say - how do you say it - and to whom ? 29 © 2008 i-Novation, Inc.
- 30. H ‘Industrial-strength’ Mind-Typing tool – showing 6 screens Each person in a database fills this form out, with 25-30 screens at start of year, or when joining loyalty program Product = Chocolate Product =Vegetables Product = Dairy Bev Rate each phrase for on the 1-9 scale Rate each phrase for on the 1-9 scale Rate each phrase for on the 1-9 scale 1=not at all interested …9=extremely interested 1=not at all interested …9=extremely interested 1=not at all interested …9=extremely interested Text element #1 Text element #1 Text element #1 Text element #2 Text element #2 Text element #2 Text element #3 Text element #3 Text element #3 Fast food Product = Red wine Product = Meat Product = Experience Rate each phrase for on the 1-9 scale Rate each phrase for on the 1-9 scale Rate each phrase for on the 1-9 scale 1=not at all interested …9=extremely interested 1=not at all interested …9=extremely interested 1=not at all interested …9=extremely interested Text element #1 Text element #1 Text element #1 Text element #2 Text element #2 Text element #2 Text element #3 Text element #3 Text element #3 What exactly do you say - how do you say it - and to whom ? 30 © 2008 i-Novation, Inc.
- 31. HS Two ‘game-changing’ applications » When engaging a prospect who is in your loyalty program..in any form (personal, by mail, by ATM) All you need to know is address, gender, age..NOTHING MORE Go to database, identify address, look up mental DNA for the 30 or so product areas..YOUR SHOPPER’S MENTAL GENOME Go to Knowledge Warehouse developed above Identify ‘what works specifically for this genome » In the store of today/tomorrow..digital signage Customer’s mental genome for products embedded in RFID tag Change the digital signage to accord with the genome Create a Segment of 1 … with a new ‘personal touch’ What exactly do you say - how do you say it - and to whom ? 31 © 2008 i-Novation, Inc.
- 32. Wrapping up Think ROI What exactly do you say - how do you say it - and to whom ? 32 © 2008 i-Novation, Inc.
- 33. Peeking in on the day after tomorrow What is the real value of databases with Addressable Minds? » For 300-500 people who allow you to create each database…. How each group of 300-500 profiles on a topic area ..food/beverage/ eating situation Segment membership, what to say to them It is RESEARCH… academic and knowledge building » But what happens when the YOU KNOW the mental GENOME (as well as age, gender, etc.) for 25-30 products for EACH CUSTOMER IN YOUR LOYALTY PROGRAM!!! 200,000 people addressable by snail mail / email / cell 2,000,000 people, or 20,000,000 people It is Enhanced Direct Sales & Marketing, selling to Mind Sets ..your Addressable Minds™ What exactly do you say - how do you say it - and to whom ? 33 © 2008 i-Novation, Inc.
- 34. SH Database approach widely applied in consumer goods & manufacturing ..to DESIGN the ‘what’ Now being applied to advertising & direct marketing to SELL the ‘what What exactly do you say - how do you say it - and to whom ? 34 © 2008 i-Novation, Inc.
- 35. Thank you … Questions? Howard R. Moskowitz President Moskowitz Jacobs Inc. Phone: +1-914-421-7408 Email: mjihrm@sprynet.net www.mji-designlab.com www.ideamap.net www.SellingBlueElephants.com Moskowitz Jacobs Inc. 1025 Westchester Avenue White Plains, New York 10604 What exactly do you say - how do you say it - and to whom ? 35 © 2008 i-Novation, Inc.