Cool today, gone tomorrow - Brand loyalty for Generation Y (by Joeri Van den Bergh)
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Transcript of Cool today, gone tomorrow - Brand loyalty for Generation Y (by Joeri Van den Bergh)
What it is NOT…
n = 1.529 13-29 Belgian youngsters
540 brands in 30 product categories
metrics on:
• coolness DNA scores for KNOWN brands
x.appeal + y.popularity+z.originality
• importance of coolness per category
COOL BRAND AWARDS STUDY
NEW this year:
• purchase behavior
• loyalty in categories & for PURCHASED brands
Thank youhelicopter parents!
Generation ME?
They have more & deeper social relationshipsthan you did!
Always the same brand = loyalty?Q : For which product or service would you always choose one & the same brand? (open question)
17%
16%
13%
12%
8%
4%
4%
3%
2%
2%
2%
1%
1%
1%
1%
Telecom
Drinks
Personal Care
Fashion
Computer materials
Food items
Candy
Car
Sport Material
Bank
Breakfast products
Music
Beer
Travel
Electronics
TOP 3 SECTORS
9%
5%
3%
3%
3%
2%
2%
2%
2%
2%
2%
2%
1%
1%
1%
Coca Cola
Nokia
Apple
Samsung
Proximus
Mobistar
Gilette
Spa
Nike
Sony
Sony Ericsson
Nivea
Nutella
Côte d'or
Adidas
TOP 3 BRANDS
“Retention is for wimps. We
measure the percent of
customers who have our name
tattoed on one of their body
parts.” (Harley Davidson Annual report)
Stimulus Junkies
Loyal to a happy few…Q : When making a choice in each of the categories, do you always take only one brand into consideration or a range of
different brands?(% „I always choose for the same brand‟ – „I only consider a few brands‟)
90%
83%
76%
72%
71%
70%
65%
58%
58%
56%
53%
52%
51%
51%
50%
Mobile phone operators
Banks
Razors/razorblades
Mobile/Smartphones
Game consoles
Energy drinks
Coffee/Tea
Beer
Hair gels
PCs
Water
Mints
Touroperators
Chewing gum
Cars
50%
47%
47%
44%
44%
43%
40%
39%
36%
33%
32%
31%
30%
29%
22%
Soft Drinks
Personal Care
Spirits
Sports shops
Electronics shops
Salty snacks
Make-up
Sports brands
Jeans
Ready-made meals
TV brands
Shoes
Fashion shops
Chocolate snacks
Fashion
badge items
A youth paradox?
79%
78%
76%
75%
74%
71%
70%
67%
67%
64%
64%
63%
61%
58%
58%
Fashion
Fashion shops
Shoes
PCs
Mobile/Smartphones
Jeans
Cars
Mobile phone operators
Game consoles
Soft Drinks
Sports brands
TV brands
Banks
Make-up
Beer
56%
55%
54%
53%
52%
51%
50%
50%
47%
46%
45%
43%
43%
42%
35%
Personal Care
Sports shops
Electronics shops
Spirits
Touroperators
Razors/razorblades
Chewing gum
Chocolate snacks
Energy drinks
Hair gels
Coffee/Tea
Ready-made meals
Water
Salty snacks
Mints
Categories where coolness is the most important…Q : How important is it to choose a cool brand in these categories?(% Top 3)
6/10 & 14/20 overall coolest brands are badge items!
Relation Coolness & Brand Choice
Loyalty
Cooln
ess
Brand is my first
choice
Brand is not my
first choice
High
Low
R² = 73% - 540 brands in 30 categories
Very strong correlation between being cool &
getting attitudinal loyalty from youngsters !
Mobile/Smartphones
Mobile phone
operators
Beer
Spirits
Soft Drinks
Energy drinksHair gels
Make-up
Jeans
Coffee/Tea
Chewing gumChocolate Snacks
Shoes
Fashion
Banks
Game consoles
WaterReady-made
meals
Touroperators
PC
Mints
Fashion Shops
Sports brands
Personal Care
TV brands
Cars
Electronics shops
Sports shops
Salty
snacks
Razors/razorblades
LoyaltyConsider only
one or few brands
Consider many
different brands
Very
important
Less
important
Import
ance o
f C
OO
L
Coolness X Loyalty: 4 situations
Soft Drinks
Jeans
Shoes
FashionFashion Shops
Sports brandsTV brands
Cars
LoyaltyConsider only
one or few brands
Consider many
different brands
Very
important
Less
important
Import
ance o
f C
OO
L
Survival of the Coolest
Fierce competition: large set
of acceptable brands
Choice = based on price,
availability & campaigns
that appeal
Remaining your coolis a must to survive &
convert less loyal to loyal
brand users
Spirits
Make-up
Personal Care
Electronics shops
Sports shops
Beer
PC
Mobile/Smartphones
Mobile phone
operators
Banks
Game consoles
LoyaltyConsider only
one or few brands
Consider many
different brands
Very
important
Less
important
Import
ance o
f C
OO
L
Cool dominates
Loyalty is strong &
coolness is important
But be cool at the right time!
- Understand points of entry
- If you’re late... then you have
to change (the rules of) the
category.
Hair gels
Chewing gumChocolate Snacks
WaterReady-made
meals
Mints
Salty
snacks
LoyaltyConsider only
one or few brands
Consider many
different brands
Very
important
Less
important
Import
ance o
f C
OO
L
Cool differentiates
Low ticket items: less risky
to experiment
But there are favorite
brands !
Important to create cool
unordinary flavors or
varieties, new impulses, be
fun, not boring...
Or push your brand UP
Coffee/Tea
Razors/razorblades
LoyaltyConsider only
one or few brands
Consider many
different brands
Very
important
Less
important
Import
ance o
f C
OO
L
Cool drives pester
power
Loyalty is strong, but
coolness is relatively less
important, …
Lower youth involvement...
(family purchases)
Coolness can induce
pester power or push
your brand up changing
products or using
campaigns to increase
appeal
They don‟t leave because there‟s a compelling reason to leave.
They leave because there‟s nocompelling reason to stay
The way to their hearts in 3+1 steps
1. Unknown= Unloved
2. I‟m like You,You are like me
Social explorer
25%
Show-off’s
13%
Homebodies
8%
WE ME(I’m better)
TH
INK
DR
INK
CHANGE
:
CONSERVATISM
Model Mainstream
32%
Idealists23%
Youth Mapping InSites & MTV Networks
kids, youth & trend insights
jumpers
show grieten &
fashion boys
skaters
emo
gothic
drum’n bass –elektro
seutjes
breezersletjes
& players
rappers
& R&Bers
punk
tektonic
new rave – 80s
gabbers
Social explorer25%
Show-off‟s
13%
Homebodies
8%
Model Mainstream
32%
Idealists23%
rockers
hippies
nerds
Youth Mapping InSites & MTV Networks
WE ME(I’m better)
EXTRA
VERT
:
INTRO
VERT
3. Thrilling ExperiencesTogether
Do they want to hang out with your brand?
Maintaining your relationship...Q : Please indicate which brand you chose when you most recently bought / chose a …
Q: Imagine you would make a choice in this category within 3, 5 or 10 years, would you choose the same brand? (% „yes‟)
10%8%
7% 6%
23%21%
19%18%
Present Purchase Purchase in 3 years Purchase in 5 years Purchase in 10 years
Uncool Brands (max. 6,5/10)
Cool Brands (min. 7,5/10)
10%8%
7% 6%
23%21%
19%18%
Present Purchase Purchase in 3 years Purchase in 5 years Purchase in 10 years
Uncool Brands (max. 6,5/10)
Cool Brands (min. 7,5/10)
92%
83%
81%
71%
76%
66%
Cool brands are not only purchased 2X as frequently
today, after ten years they are purchased 3X compared
to uncool brands !
Hier nog toevoegingen merk
en interesses+1. Beauthentic
Literal video
4 things you should know by heart
Allelujah
1. Fickle youngsters can be sequentially
monogamous if you touch their heart
2. To do so coolness helps in 4 different
situations & categories
3. Being cool not only sells in short term but
also protects in long term
4. The 4 steps to earn their love are actually
easy: just think of how you seduce men or
women...