Insight Address & Collaborative Session: "Hope Beyond the Hype II: Capturing Hearts and Minds in an...
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Capture the Hearts and Minds of Consumers Jeff Rosenblum Founding Partner Questus
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Transcript of Insight Address & Collaborative Session: "Hope Beyond the Hype II: Capturing Hearts and Minds in an...
Capture the Hearts and Minds of Consumers
Jeff RosenblumFounding Partner
Questus
Terrible Idea[ter-ri-ble i-de-a]
Noun: Starting a presentation or wedding toast with a Dictionary Definition
See also: Rhyming wedding toast poem given by two people reading off a folded sheet of paper
Irony[i-ron-e]
Noun: Jeff Rosenblum playing the role of school teacher
The Bribes
Please turn off your smartphones and introduce
yourselves
The Panelists
Phil SmolinGM, Platform Solutions
Turn Inc.
Jordan BergCo-Founder
Questus
Brian WallaceVP, Media &
Digital MarketingRIM/Blackberry
Peter ShankmanCEO, Entrepreneur,
Author
Dan NeelyCEO
Networked Insights
Brian MorrisseyDigital Editor
Adweek
Brenna EhrlichNews Editor
Mashable
Marc ReevesInternational
Commercial DirectorNFL
Dr. Carl MarciCEO
Innerscope
Roll Video 1 – Mad Interns
What is the most important change in consumers over the past few years?
Tweet MTV Video Ed Sullivan
Time Spent Consuming Media
by Generation
Tweet MTV Video Ed Sullivan
Time Spent Consuming Media
by Generation
Tweet MTV Video Ed Sullivan
Time Spent Consuming Media
by Generation
Roll Video 2 - Distrust
How will marketing budgets change over the next few years?
2,172 Links in Under One Hour!
294 Links on the Home Page of NYTimes.com!
Roll Video 3 – Lead with the Product
How can we more effectively use data as a tool to create breakthrough campaigns?
Roll Video 4 - Insights
Love Client.com
[A]
Like Client.com
[B]
Might Use Client.com
[C]
Open to Client.com
[D]
Not Interested in Client.com
[E]
DEMOGRAPHICS
Mean Age 34BC 31 31 33BC 31
Female 56% 60% 59% 65% 69%
Single 48% 51% 55% 51% 63%
Have Children in HH 42%CE 31% 24% 28% 20%
Employed full-time 61% 65% 70%D 58% 60%
Completed College+ 51% 66%A 73%AB 66% 68%A
Median Income $51,900 $55,100 $59,900 $48,800 $49,300
RENTAL PROFILE
Rent Less than $1,000 70% 62% 60% 74% 59%
Primary resource: Internet 55% 67%D 62% 52% 71%D
Type of Property
Professionally managed 53%CDE 43%CE 31%E 37%E 12%
Private Landlord 20% 15% 26%BD 15% 66%ABCD
Type of BuildingLarge community,
Town home
Town home, Large community,
Small buildingTown home or Small building
Large community or Small building
Single family house or Town home
Reasons for moving
For work, just want a change, want
something less expensive
For work, just want a change, adding family
For work, just want a change, want something less
expensive, adding family
For work, just want a change, want something less
expensive
For work, just want a change, adding
family
Suburban 68%C 59% 52% 59% 54%
Base: Total respondentsNOTE: Letters [A, B, C, D, and E] indicate statistical significance at the 95% confidence level
• The most avid Client.com visitors skew older, are more likely to have kids in the home and tend to be more interested in professionally managed buildings than other segments. Those not interested in Client.com are more likely than all other segments to more frequently view private landlord listings.
Demographic & Behavioral Affinity Profile
Roll Video 5 – Mad Men Carousels
43
What is the missing ingredient for creating breakthrough campaigns?
Roll Video 6 – Go Big
In Summary…
In Summary…
“No amount of advertising can get me to purchase a crappy pizza.”
“Listen to the wind.”
“The risk is where the breakthrough moment happens.”
HopeBeyondTheHype.com
