Quirks: Using A Segmentation to Craft Marketing Campaigns
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A segmentation is a powerful tool for understanding the consumers in your market but it can be challenging to put into practice. In this case study for a major entertainment company, we demonstrate how to use digital qual and ethnography to bring segments to life, semiotics to create a visual language to guide marketing strategy and packaging/TV/social creative and workshops and playbooks to teach internal teams how to put the findings into practice.
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Quirks: Using A Segmentation to Craft Marketing Campaigns
- 1. USING A SEGMENTATION TO Craft Marketing Campaigns Jason Kramer Managing Director PRESENTED BY 2018 1 Yan Sharon Cheng Manager, Consumer Insights Eleni Bennett Manager, Consumer Insights
- 2. THE CHALLENGE of Activating a Segmentation “Numbers don’t tell the whole story. Segmentations can sometimes be lifeless and have us wonder, ‘What’s next?’ What’s typically missing is the human element, and the bridge to actionability.” 2
- 7. THE CHALLENGE Home Entertainment Currently Markets the Movie Not the Experience SOLUTION: To use the unique needs states and values of a segmentation to communicate the home entertainment experience 7
- 8. THE CHALLENGE of Helping Marketing Understand How To Use Segmentation BEHAVIO RNEEDS DATA IDENTIT Y MOTIVATION SCOMMUNICATIO N UGG 8
- 9. Executive Director, Consumer Insights SVP Media, Digital Marketing & Consumer Insights SVP Marketing Manager, Consumer Insights Manager, Consumer Insights EVP Consumer Strategy Group EVP WW Marketing Convincing skeptics that the way to get to concrete tactics was through abstract and creative methods Selling an Abstract Methodology to High Profile Stakeholders President of Home Entertainment VP Marketing Manager, Consumer Insights Manager, Consumer Insights 9
- 10. Selling an Abstract Methodology to High Profile Stakeholders 10
- 11. Making the Intangible Actionable WHAT WE DID 11 REVIVE QUANT SEGMENTATION DATA ONLINE DIARY ACTIVATION WORKSHOP INTENSIVE ETHNOGRAPHIES
- 12. HOW WE DID IT: Making the Intangible Actionable 12 Humanize Visualize Activate
- 13. HUMANIZE: Getting Stakeholders to Embody Core Values and Motivations Critical to target the segment in a relevant way 13
- 14. HUMANIZE: Getting Stakeholders to Embody Core Values and Motivations 14
- 15. VISUALIZE: Semiotics Approach to Generate Visual Language Critical to unlock new thinking in messaging 15 “We watched Arrival with Amy Adams… It's cool because it prompted a conversation with my husband and I as well, and then we're talking to friends about it, and getting really excited about a movie that can affect your approach to how you view the world.” – Stephanie “
- 16. VISUALIZE: Semiotics Approach to Generate Visual Language 16 “The movie Lion, I was crying my eyes out. I think it was relatable when he was lost. That it hit a soft spot in my heart 'cause I didn't live with my mom for a really long time. So that separation from him being away from his family and his mom, it was just heart wrenching.” - Alexandra “
- 17. ACTIVATE: Creating Title-specific Marketing Tactics Inspired By the Segment’s Core Values and Needs 17
- 18. ACTIVATE: Creating Title-specific Marketing Tactics Inspired By the Segment’s Core Values and Needs Critical to break through the creative barrier 18
- 19. ACTIVATE: Creating Title-specific Marketing Tactics Inspired By the Segment’s Core Values and Needs Watch Video 19
- 20. ACTION BEYOND THE WORKSHOP: Sony’s Reaction 20
- 21. ACTION BEYOND THE WORKSHOP: Forward Momentum 21
- 22. Q&A 22
Hinweis der Redaktion
- Introductions & set-up
- Jason: Using a segmentation to craft marketing campaigns (5 minutes) Establishes the methodological challenge, VF’s background, and Sony’s objectives Segmentation is a powerful tool; it helps you understand different types of people in market, size them, prioritize them, and understand what drives them, but has two key challenges: Difficult for non-researchers to internalize who the segments are and humanize them Difficult for internal teams to apply the segmentation and activate against it
- Through the power of ethnography and design, VF has made great strides in helping internal teams humanize their segments Jason to talk through examples
- We’ve also pioneered methods for activating and socializing segments beyond the internal research team
- We’ve also pioneered methods for activating and socializing segments beyond the internal research team
- We’ve also pioneered methods for activating and socializing segments beyond the internal research team
- With Sony, we had the amazing opportunity to develop a new approach to HE marketing through: Humanizing their segments Understanding how they want to be communicated to, and the visual language that would trigger visceral reactions Understanding what motivates them in the category Using a workshop to develop actual marketing campaign and creative tactics for an upcoming movie
- Eleni/Yan (Irvine) or Kasey (Brooklyn): Selling in an abstract methodology to high profile stakeholders (5 minutes) Establishes the business questions and challenges, and how the insights team overcame them Why did Sony do the project? Why reach out to VF? Discuss the business issue Sony had of helping marketing with the challenge of understanding segments on a deeper level and activating messaging in a more nuanced, layered way
- Discuss how the insights team won over internal stakeholders through regular communication and walking them through how a more abstract, emotional, expressive methodology would prove to be tangible and actionable
- Discuss how the insights team won over internal stakeholders through regular communication and walking them through how a more abstract, emotional, expressive methodology would prove to be tangible and actionable
- Jason: Making the intangible actionable (10 minutes) Overview of the methodology and techniques to show how we did it Brief overview of methodology (revive quant, online diary, intensive ethnographies, activation workshop)
- Brief overview of how we did it (humanize, visualize, activate), setting up following slides
- deep dives into values, motivations, and what made the segments tick in diary & ethno for example: underneath the values of “travel” and “learning” for one segment lie a desire to connect with others in meaningful ways and help them feel a sense of belonging to something bigger hobbies like quilting meaning more than a creative outlet, serving as a way to work through and memorialize major life moments
- For stakeholders, homework to embody these kinds of insights for their particular segment and imagine elements like theme song or motto, which was powerful in helping them target the segment in a more personal, values-driven way
- Highlight key techniques from the community and ethnographies: Semiotics and word association exercises (both digitally and in-person) to capture a visual language and trigger words for abstract need states, and laddering techniques to dig deeply into the history, context, and core root of where the associations came from. For example: Imagery of foreign cultures and locations to evoke a sense of curiosity, adventure, and exploration for a segment to live vicariously through movies, based on stories of their unfulfilled desires to travel to places they may not be able to go
- Highlight key techniques from the community and ethnographies: Semiotics and word association exercises (both digitally and in-person) to capture a visual language and trigger words for abstract need states, and laddering techniques to dig deeply into the history, context, and core root of where the associations came from. For example: Imagery of foreign cultures and locations to evoke a sense of curiosity, adventure, and exploration for a segment to live vicariously through movies, based on stories of their unfulfilled desires to travel to places they may not be able to go
- Highlight key exercises and outputs of the workshop (VF/Sony will mock these up based on the fake segment noted above) Example deliverable of concept board (curating imagery and trigger words specific to the segment, title, and key need states) Example activation element or tactic (strategic plan inspired by understanding segment and semiotics in concept board) Each segment approached in different way, all of which were actionable, fresh, and personalized to the segment, while holding potential to apply to other segments as well
- Highlight key exercises and outputs of the workshop (VF/Sony will mock these up based on the fake segment noted above) Example deliverable of concept board (curating imagery and trigger words specific to the segment, title, and key need states) Example activation element or tactic (strategic plan inspired by understanding segment and semiotics in concept board) Each segment approached in different way, all of which were actionable, fresh, and personalized to the segment, while holding potential to apply to other segments as well
- Highlight key exercises and outputs of the workshop (VF/Sony will mock these up based on the fake segment noted above) Example deliverable of concept board (curating imagery and trigger words specific to the segment, title, and key need states) Example activation element or tactic (strategic plan inspired by understanding segment and semiotics in concept board) Each segment approached in different way, all of which were actionable, fresh, and personalized to the segment, while holding potential to apply to other segments as well
- Eleni/Yan (Irvine) or Kasey (Brooklyn): Action beyond the workshop (5 minutes) Outcome of the workshop and ongoing implications at Sony Discuss what elements made the workshop successful from Sony’s perspective Ex.: Cross-departmental teams sharing fresh perspectives with freedom to create without limitations Discuss reactions and feedback from stakeholders and attendees
- Share examples of outcomes and next steps: concept boards shared with agencies, activating partners right away, some ideas making it to market, etc.