Reduced version of Jason Dunstone from Square Holes\' presentation at August 2010\'s Marketing Week in Adelaide, South Australia

1. Is this you? “We shall fight on the beaches.We shall fight on the landing grounds.We shall fight in the fields and in the streets.We shall fight in the hills.We shall never surrender.”Winston Churchill4 June 1940

2. expand into new markets retain customers maximise sales grow market share new product development increase brand awareness build shareholder value

3. Digital Advertising PR Media Sales Research etc…

4. Are we so busy fighting our competitors we forget our consumers?

5. Or, do we treat our consumerslike the enemy?

6. Cheaper Easier Better Free bit Faster Bigger Friendlier Stronger

7. Major issues, such as smoking, unhealthy eating or unsafe driving, are not rationally-based decisions. Why do many marketers assume that consumers make rational decisions?

8. When it comes to our life passions, the things we can’t live without, these are not rational, but highly emotional

10. The consumer isn't a moron, she is your wife

11. To develop any true relationship, marketers need to get to the hearts of consumers rather thanbombarding their heads

13. Mission “To explore the power of ‘love’ in marketing” Stage 3.National surveyN=1,000 16+ year olds * Stage 2.In-home affinitydiscussions Stage 1. Ethnographic / SemioticInvestigation * Australia-wide representative sample – regional / metro, age, gender etc

14. Manifestations of Love JOYOUS LOVE PASSIONATE ROMANCE PRIZED POSSESSION QUIRKY LOVE HAPPY LOVE UNIVERSAL LOVE PROTECTIVE LOVE FAMILY LOVE COMMITTED LOVE IDLYLLIC ROMANCE BENEVOLENT LOVE EPIC LOVE Emerging Traditional

15. What do we love to doabove all else?

16. friends family passions brands

17. Only 5% love their workmates Only 2% love their neighbours

18. So, what are theTop 10 Loved Brands?

20. If you’re not relevant, you’re invisible Are you talking to me?

21. If you’re not sincere, I can’t trust you Don’t give me any bullshit!

24. “But, love won’t pay the bills” Or, will it?

25. 75-90%+ will use next time70-90%+ will recommend60-90%+ would pay 20%+ more than competitors[or won’t rule it out]

27. It’s all about businesses sincerely fitting with consumers, not vice versa

28. Basic needs“Something I can’t live without”Self indulgence“It’s about me”Family & friends“Something I share”

29. And, speaking with the right tone

30. JoyAttractionFondness

31. But, there’s no ‘one-size fits all’ You need to get intimate with your consumers and understand them

32. When love goes wrong

33. Swinging Substance People need people Just words Baggage Trying too hard

34. So, what am I saying?How do you get to the heart of consumers?

35. It’s not a marketing thing – it’s an ethos from the top It’s about deeply and truly understanding consumers It’s not manipulating or forcing consumers It’s about investing in product development, then branding It’s not about treating consumers like morons, but with respect It’s about consumer relevant marketing with no bullshit It’s about a positive perspective on marketing – love not war

36. For more detailed informationcontact Square Holes www.squareholes.com