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5 Truths About Connecting With Today's Consumer
- 1. Gino Borromeo VP/Chief Planning Officer McCann Worldgroup Philippines 5 TRUTHS ABOUT MAKING A HUMAN CONNECTION WITH TODAY’S CONSUMER
- 2. An informed perspective about connecting with today’s consumer What we’ve learned across the McCann global network What I’ve learned from planning for brands at the local, regional and global level
- 4. What has changed TECHNOLOGY EMPOWERED CONSUMERSMEDIA + PLATFORMS
- 5. The canvass for brand creativity is more expansive than ever. We can now create experiences, not just messages.
- 10. In the midst of all this change, has anything stayed the same?
- 11. “Nothing is so powerful as an insight into human nature - what compulsions drive a man, what instincts dominate his action. If you know these things about a man, you can touch him at the core of his being.” Bill Bernbach
- 12. What HAS NOT changed is the importance of HUMANITY
- 14. CATEGORY CONSUMER CULTURECONNECTIONS COMPANY TRUTH Dynamics within the category and competitors Consumer attitudes, values, behaviors The brand, product or organization Overarching cultural forces and context How people use media and technology
- 16. Truth = A deep understanding of humanity
- 17. Truth = Effective and Creative
- 18. 5 truths about making a human connection with consumers today
- 19. Truth #1: Be useful or helpful
- 20. The technology and platforms we have available today allow us to create useful ideas, not just disposable ones.
- 22. Over 50% of consumers around the world believe that mobile technology can help solve real-world problems like crime and terrorism.
- 24. AVAILABLE TECHNOLOGY Google Streetview technology WHAT PEOPLE CARE ABOUT To find the best hiking trails in these national parks WHAT BRAND CARES ABOUT Nature Valley supports the preservation of US national parks THE OPPORTUNITY Help people identify and preserve the best hiking trails
- 26. Truth #2: People seek ideas they can share
- 27. “The Social Economy” Who you know What you share How you connect Currency in one’s many social circles and networks =
- 28. In the Social Economy, brands are meaningful when they can help people...
- 33. Truth #3: Cultural context makes all the difference
- 34. The right idea at the right time at the right place at the right moment at the right cultural context+ the right cultural context
- 35. How can we tap into the current zeitgeist?
- 41. Truth #4: Make a stand
- 42. “What brands can do brilliantly is to broker change in people’s lives” John Grant
- 43. What I value and believe in What kinds of brands and products I choose
- 46. Truth #5: Never ever forget to touch the heart
- 47. Emotional response is the most powerful influence on consumer decision-making
- 48. What makes people smile, laugh, cry, etc.
- 53. Truth #1: Be useful or helpful Truth #2: People seek ideas they can share Truth #3: Cultural context makes all the difference Truth #4: Make a stand Truth #5: Never ever forget to touch the heart
- 54. THANK YOU FOR LISTENING @manilapaper