By Barbara Bacci Mirque
For marketers- consumer insights are king. Understanding our consumer inside and out is integral to what we do as marketers and marketing organizations need to have a clearly defined, sustainable and repeatable process, to gather them. The 2006 ANA Marketing Accountability Task Force report lists this as a key to what constitutes a totally accountable organization. At the ANA we are frequently asked how to plan in today’s world of fragmented media options and emerging communication channels. At last year’s Integrated Marketing Conference we heard how over and over again from ANA members– start with a blank page and in the center list the differentiating consumer insight – that insight should lead the media channels that you choose, not the other way around. Using the insight as integrator leads you in a natural progression as to communication choices. Recently the ARF asked me to be a judge for the Ogilvy Awards. I was asked to judge one of my favorite categories – household cleaning products! I fell in love with the case study that could have been written about my household and which ended up being the category winner – "The Brawny Academy: Where Women Send Their Husbands to Clean up Their Acts"(here is the trailer) from Georgia Pacific. The Brawny paper towel brand artfully took what could be considered a commodity and made it resonate with consumers based on a compelling insight - and one that exists in my own household. Conducting ethnographic research they discovered that women were more likely to compare "husband cleaning efficacy" than paper towel cleaning efficacy. From the insight they updated the Brawny man icon, developed the Brawny Academy and used this transformative insight to pick the appropriate communication channels. Read more about this terrific case study.
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Hum looks like AT&T finally found a way to make their iPhone users pay as much as their other PDA users.
Posted by: | July 10, 2009 at 07:46 AM