Research for 2 ½ hours! UGH!

1.Your clients trust you to make a difference in their business.

2.Better results.3.Less churn.4.Better inventory control.5.Don’t fall in commodity trap.

Why “Invest” in research?

BMW short filmsHoliday Inn Express

Lee Jeans – “Buddy Lee”EDS – “Herding Cats”

CitiUnited Airlines

Purpose of bookTo explain how creative leverage

can guide you in solving marketing and branding

problems.

Written by the cofounders of Fallon Worldwide,one of the world’s most critically acclaimed,

creatively driven branding companies.

… communication in every medium old and new can be tremendously effective if the work is backed up by insightful research, rigorous strategy, and the right execution.

How do you present research?

Dan – the “Data Dumper” – “Here is some great information our research staff ran.”Irene – the “Index Thrower” – “The index for this is great. It is way over 100.”Paula – the “Percentage Projector” – “The vertical is extremely high for this group.”Mike – the “Multiple Musician” – “This group represents any vertical % over 20%.”Carl – the “Concept Commander” – “Combining these together we get a great index”

Wendy – the “Willing Wisdom” – “We have uncovered two highly motivated groups of customers who are heavy users of your products.”

Dan Irene Paula Mike Carl WendyData Index Percentage Multiple Concept Willing

Dumper Thrower Projector Musician Commander Wisdom| | | | | |

Knowledge is a process of piling up facts;wisdom lies in their simplification.

Survey: SimmonsLocal Spring 2006Tampa/St. PetersburgTotal Population

These days people seek knowledge, not wisdom. Knowledge is of the past, wisdom is of the future.

Spring 2006Last Year

Purchased last 30 days

This needs to work!

Biggest issues executives face in the marketplace

1.How do we differentiate ourselves from the competition?

2. How do we consistently create and sell value rather than get stuck selling price?

Citi Bank - saw the dangers of the commodity trap and was committed to find a way to break out.

Research Discovered Balance Seekers(Life Goals verses Money)

The big lesson -- You’ve got to be relentless in your interrogation of the target market until you find the proprietary advantage.

The agency problem – looking at customer’s contact point with the bank rather than digging deeper into the reason they needed a bank in the first place.

Citi Bank - saw the dangers of the commodity trap and was committed to find a way to break out.

Life Goals vs. $$$$$

Results:

• Credit card acquisition went up by 30%• Equity loan applications increased by 14%• Small business card accounts rose 20%

TV Ad CopyA sure way to get rich.Count your blessings.There’s more to life than money.There’s a bank that understands that.Citi. Live richly.

Long Bar Research Tip #1 To present “Wisdom” turn the research into a person. “Before we could build a communications program, we needed to bring the balance seeker to life. We did an exercise we often do: based on the abstract characteristics we had identified, we

imagined describing that person as our neighbor.”

• Goal – to discover what really drove a dog owner’s buying choice. They discovered something remarkable: that they could divide the world into two groups.

• 1st group fed their pets a steady diet of one brand of dog food. (breeders, hunters, and trainers)

• 2nd group treated their dogs as family members. People in this group picked up a different bag of food every time they went to the store.

Purina Dog Chow

Result:When people learned that a steady diet was better for their dog, they naturally stopped sampling and bought only one brand. Because they knew and trusted the Purina brand, in many cases they bought Dog Chow.

In the first 2 years of the campaign, sales grew 12 percent each year. That’s forty-five tons of dog food, contributing $35 million in additional revenue with no change in pricing or distribution.

Purina Dog Chow

Long Bar Research Tip #2Most companies will have a minimum of at least two target audience(s).

Research Discovered 5 different targets

Each target had its own information needs and shopping preferences. Best Buy revamped their entire operation to serve those 5 targets.

Listen Hard to Your Customers – then listen some more

The only way out of the commodity trap is to listen to your customers so you can improve the value proposition without lowering price.

WE HELP OUR CLIENTS BY LISTENING TO

THEIR CUSTOMERS THRU

QUALITATIVE RESEARCH!

Research Discovered Balance SeekersBalance Seekers cut across all demographic lines of

age, income, and education

Long Bar Research Tip #3Don’t start Qualitative research with a demo group. You will be hurting your customer!

11th Rock Solid Rule

Successful salespeople understand what they really sell, because, first and foremost,

they understand who the customer is and

what they really want.

The door to most business people's right brain is through their left brain. First the smart then the exciting, (The consumer, ironically wants it just the other way around)

Presenting a Creative Idea

Left Brain … First the smart, then the exciting

•Responsible for awareness of time, sequence, details, and order•Specializes in words, logic, analytical thinking, reading and writing

Long Bar Research Tip #5Start your “research” presentation with “facts” that your audience will agree with. It helps to build credibility.

Ok..It ’s time

toDRINK!