Tom de Ruyck Festival of NewMR 2016

Turning consumer insights into company-wide memes

for Dorel Juvenile

Tom De RuyckInSites Consulting

4 February, 2016

Turning consumer insights into company-wide memes for Dorel JuvenileTom De Ruyck, Belgium, Festival of NewMR 2016

#NewMR 2016 Sponsors

INSIGHT IMPACT

OF THE GAME

IS THE NAME

20 talks with

marketers and

insights managers

MR Impact Research

survey with 185

marketers and insights

managers


TOWARDS CONSUMER

ON A MISSION

CENTRICITY


Meme |’mi:m/meemAn idea, behavior, or style that spreads from person to person within a culture*

#CARSEATCODE

We have a strong position in the baby & toddler car seat market. However, the conversion on group 2/3 car seat is rather low. Somehow, parents decide not to choose our car seats when their kids grow older. Personal designs, safety reasons or convenience... What influences parents when buying car seats and how can we improve our position?

WIDESPREAD

UNDERSTANDINGDIFFUSIONAUGMENTATION

BEHAVIOR

CHANGE

* By Richard Dawkins, 1989, The Selfish Gene


THE DOREL STUDIO

BUILDING MEMES THROUGH


INSPIRATION WALL INSPIRATION TILE ADD NEW TILE

HOW IT WORKS


SOLVE PROBLEMS,

SOFTWARE DOESN’T

PEOPLE DO

#launchprogram3/

INCREASE

REACH

2/

INSTALL

ROUTINES

1/

STRATEGIZE


1/

STRATEGIZE

IDENTIFY YOUR

BUSINESS GOALS


7

9

8

88

51

2/ INSTALL FIRST

#66days

#CARSEATCODE

2/

INSTALL

ROUTINES

ROUTINES


3/ MEASURE, LEARN & BUILD

3/

INCREASE

REACH

NEW CAMPAIGNS


THE stats

33% USERS REGISTERED • 65% REPEAT USERS

56% 35% 28%

AFTER 2 MONTHS…

1,8 7,6 9:08LIKING

USERS

POSTING

USERS

COMMENTING

USERS

VISITS PER

USER PER

WEEK

PAGES

PER VISIT

TIME SPEND

PER VISIT


THE EFFECT OF

POSITIVE DISRUPTION

Consumer feeling dropped

from 7.7 to 7.4

I know very well what products are

on the market for the category I

work for

#MARKETUNDERSTANDING


Information and personalization, two pending

themes that are always in our mind but require

refreshing. But the real challenge is change in

behavior. This will come back in our new

innovation projects!

FILLING OUR

BLIND SPOTS


BETTER IDEAS

OVER TIME

#outsidein

“The Studio made me think

deeper about some things, like

‘how can I pimp the customer

journey’? Now I’m always

looking if there is something

interesting to post on the

Studio. I always ask myself ‘is

this something I would like to

share with my colleagues?’”.

TIME (WEEKS)

QU

ALIT

Y O

F O

UT

PU

T


WHAT’S NEXT?

#GLOBALCMI

#KEYMARKETWALLS

#SUSTAINABLEUSE


THANK YOU!

Tom De Ruyck, InSites Consulting



Q & A

Ray PoynterThe Future Place

Tom De RuyckInSites Consulting

#NewMR 2016 Sponsors

Tom de Ruyck Festival of NewMR 2016

Marketing

Transcript of Tom de Ruyck Festival of NewMR 2016