This report is solely for the use of client personnel No part of it may be circulated quoted or reproduced for distribution outside the client organization without prior written approval from Copernicus Marketing Consulting and Research Copyright 2010 COPERNICUS all rights reserved
Digital Age Sales amp Marketing Strategy
October 30 2010
Peter Krieg President and CEOCopernicus Marketing Consulting amp Research
The Obligatory Statistics
The change has been rapid and the numbers are staggeringhellip
In 1994 there were about 5000 websites Today there are at least 200 million
There are approximately 19 billion internet users 15 years old and older worldwide
Almost half of the US on-line population uses social media on a weekly basis
In fact social media has overtaken porn as the 1 activity on the web
Facebook now has 500 million membershelliphalf of which log on every day
Amazon sold $1 billion in goods through mobile phones from June 2009-June 2010
Over 450 million episodes of TV shows have been downloaded from iTunes
690 million Valentinersquos Day gifts were given this yearhellipon FarmVille
1
Are You Ready for the ldquoDigitalrdquo World
2
Get Ready for the Digital World
By better understandingmdashand leveraging to your advantagemdashconsumersrsquo consumption of media
By taking some relatively simple steps when developing your strategyhellipseven to be exact
3
A Better Understanding
4
bullbullbullbullbull
bullbullbullbull
bull
bullbullbull
bullbullbullbull
Video Consumer Mapping Study
ComputerScreen
2nd
WebEmailIMSoftwareComputer Video
3rd
MobileScreen
TalkTextWeb
Mobile Other(eg camera)Mobile Video
Text
Message
EnvironmentalGPS NavigationIn-Cinema Movie
All OtherScreens
4th
1st
TVScreenLive TV
DVDVCRDVR PlaybackGame Console
The Council for Research ExcellenceThe Nielsen Company
4 Screen Categorization
Video Consumer Mapping Study
6
Video Consumer Mapping Study
7
Role of Media in Consumer Purchase JourneyPresented to ARF Shopper Council 10262010
lsquoPre‐tailingrsquo Retailing lsquoPost‐tailingrsquo
Research
Purchase
Post Purchase
Need State
After‐purchase Behaviors
Discussed purchase with friendsfamily 36
Discussed retail experience with friendsfamily 13
Post‐Purchase
Good INFORMATIONsource online
Retailer websites 42Customer reviews 36Brand websites 35Shopping websites 34Search engines 30
Purchase
Pre‐determined FactorsHow much to spend 72Which brand to buy 45Where to buy 35ModelSpecs 33Products 32
Pre‐Purchase
Source Mobilization
Internet 68WOM 43Advice fr friendsfamily 32Something seen while shopping 28Ads amp sponsorship 28
Research amp Shopping Around
Source Shopper Journeys USA 2010 Home Electronics n=1072
Initial Touchpoints Ads 32Something seen while shopping 23WOM 22Something readseen 22Speaking to friendsfamily 19
Consumer Purchase Path in Home Electronics
Good INSPIRATIONsource online
Customer reviews 28 Online shopping sites 23 Price comparison sites 23Retailer websites 23Brand websites 17
Factors on Final Decision
Price 86Avail of productbrand 72Brands 62Technical specs 61StyleDesignColor 57
Digital is Core to the JourneyMobile Is Especially Influential
So What Do I Do
13
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eyed Assessment of Your Brandrsquos Competitive Strengths amp Weaknesses
How to Make Better Decisions
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
The Obligatory Statistics
The change has been rapid and the numbers are staggeringhellip
In 1994 there were about 5000 websites Today there are at least 200 million
There are approximately 19 billion internet users 15 years old and older worldwide
Almost half of the US on-line population uses social media on a weekly basis
In fact social media has overtaken porn as the 1 activity on the web
Facebook now has 500 million membershelliphalf of which log on every day
Amazon sold $1 billion in goods through mobile phones from June 2009-June 2010
Over 450 million episodes of TV shows have been downloaded from iTunes
690 million Valentinersquos Day gifts were given this yearhellipon FarmVille
1
Are You Ready for the ldquoDigitalrdquo World
2
Get Ready for the Digital World
By better understandingmdashand leveraging to your advantagemdashconsumersrsquo consumption of media
By taking some relatively simple steps when developing your strategyhellipseven to be exact
3
A Better Understanding
4
bullbullbullbullbull
bullbullbullbull
bull
bullbullbull
bullbullbullbull
Video Consumer Mapping Study
ComputerScreen
2nd
WebEmailIMSoftwareComputer Video
3rd
MobileScreen
TalkTextWeb
Mobile Other(eg camera)Mobile Video
Text
Message
EnvironmentalGPS NavigationIn-Cinema Movie
All OtherScreens
4th
1st
TVScreenLive TV
DVDVCRDVR PlaybackGame Console
The Council for Research ExcellenceThe Nielsen Company
4 Screen Categorization
Video Consumer Mapping Study
6
Video Consumer Mapping Study
7
Role of Media in Consumer Purchase JourneyPresented to ARF Shopper Council 10262010
lsquoPre‐tailingrsquo Retailing lsquoPost‐tailingrsquo
Research
Purchase
Post Purchase
Need State
After‐purchase Behaviors
Discussed purchase with friendsfamily 36
Discussed retail experience with friendsfamily 13
Post‐Purchase
Good INFORMATIONsource online
Retailer websites 42Customer reviews 36Brand websites 35Shopping websites 34Search engines 30
Purchase
Pre‐determined FactorsHow much to spend 72Which brand to buy 45Where to buy 35ModelSpecs 33Products 32
Pre‐Purchase
Source Mobilization
Internet 68WOM 43Advice fr friendsfamily 32Something seen while shopping 28Ads amp sponsorship 28
Research amp Shopping Around
Source Shopper Journeys USA 2010 Home Electronics n=1072
Initial Touchpoints Ads 32Something seen while shopping 23WOM 22Something readseen 22Speaking to friendsfamily 19
Consumer Purchase Path in Home Electronics
Good INSPIRATIONsource online
Customer reviews 28 Online shopping sites 23 Price comparison sites 23Retailer websites 23Brand websites 17
Factors on Final Decision
Price 86Avail of productbrand 72Brands 62Technical specs 61StyleDesignColor 57
Digital is Core to the JourneyMobile Is Especially Influential
So What Do I Do
13
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eyed Assessment of Your Brandrsquos Competitive Strengths amp Weaknesses
How to Make Better Decisions
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
Are You Ready for the ldquoDigitalrdquo World
2
Get Ready for the Digital World
By better understandingmdashand leveraging to your advantagemdashconsumersrsquo consumption of media
By taking some relatively simple steps when developing your strategyhellipseven to be exact
3
A Better Understanding
4
bullbullbullbullbull
bullbullbullbull
bull
bullbullbull
bullbullbullbull
Video Consumer Mapping Study
ComputerScreen
2nd
WebEmailIMSoftwareComputer Video
3rd
MobileScreen
TalkTextWeb
Mobile Other(eg camera)Mobile Video
Text
Message
EnvironmentalGPS NavigationIn-Cinema Movie
All OtherScreens
4th
1st
TVScreenLive TV
DVDVCRDVR PlaybackGame Console
The Council for Research ExcellenceThe Nielsen Company
4 Screen Categorization
Video Consumer Mapping Study
6
Video Consumer Mapping Study
7
Role of Media in Consumer Purchase JourneyPresented to ARF Shopper Council 10262010
lsquoPre‐tailingrsquo Retailing lsquoPost‐tailingrsquo
Research
Purchase
Post Purchase
Need State
After‐purchase Behaviors
Discussed purchase with friendsfamily 36
Discussed retail experience with friendsfamily 13
Post‐Purchase
Good INFORMATIONsource online
Retailer websites 42Customer reviews 36Brand websites 35Shopping websites 34Search engines 30
Purchase
Pre‐determined FactorsHow much to spend 72Which brand to buy 45Where to buy 35ModelSpecs 33Products 32
Pre‐Purchase
Source Mobilization
Internet 68WOM 43Advice fr friendsfamily 32Something seen while shopping 28Ads amp sponsorship 28
Research amp Shopping Around
Source Shopper Journeys USA 2010 Home Electronics n=1072
Initial Touchpoints Ads 32Something seen while shopping 23WOM 22Something readseen 22Speaking to friendsfamily 19
Consumer Purchase Path in Home Electronics
Good INSPIRATIONsource online
Customer reviews 28 Online shopping sites 23 Price comparison sites 23Retailer websites 23Brand websites 17
Factors on Final Decision
Price 86Avail of productbrand 72Brands 62Technical specs 61StyleDesignColor 57
Digital is Core to the JourneyMobile Is Especially Influential
So What Do I Do
13
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eyed Assessment of Your Brandrsquos Competitive Strengths amp Weaknesses
How to Make Better Decisions
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
Get Ready for the Digital World
By better understandingmdashand leveraging to your advantagemdashconsumersrsquo consumption of media
By taking some relatively simple steps when developing your strategyhellipseven to be exact
3
A Better Understanding
4
bullbullbullbullbull
bullbullbullbull
bull
bullbullbull
bullbullbullbull
Video Consumer Mapping Study
ComputerScreen
2nd
WebEmailIMSoftwareComputer Video
3rd
MobileScreen
TalkTextWeb
Mobile Other(eg camera)Mobile Video
Text
Message
EnvironmentalGPS NavigationIn-Cinema Movie
All OtherScreens
4th
1st
TVScreenLive TV
DVDVCRDVR PlaybackGame Console
The Council for Research ExcellenceThe Nielsen Company
4 Screen Categorization
Video Consumer Mapping Study
6
Video Consumer Mapping Study
7
Role of Media in Consumer Purchase JourneyPresented to ARF Shopper Council 10262010
lsquoPre‐tailingrsquo Retailing lsquoPost‐tailingrsquo
Research
Purchase
Post Purchase
Need State
After‐purchase Behaviors
Discussed purchase with friendsfamily 36
Discussed retail experience with friendsfamily 13
Post‐Purchase
Good INFORMATIONsource online
Retailer websites 42Customer reviews 36Brand websites 35Shopping websites 34Search engines 30
Purchase
Pre‐determined FactorsHow much to spend 72Which brand to buy 45Where to buy 35ModelSpecs 33Products 32
Pre‐Purchase
Source Mobilization
Internet 68WOM 43Advice fr friendsfamily 32Something seen while shopping 28Ads amp sponsorship 28
Research amp Shopping Around
Source Shopper Journeys USA 2010 Home Electronics n=1072
Initial Touchpoints Ads 32Something seen while shopping 23WOM 22Something readseen 22Speaking to friendsfamily 19
Consumer Purchase Path in Home Electronics
Good INSPIRATIONsource online
Customer reviews 28 Online shopping sites 23 Price comparison sites 23Retailer websites 23Brand websites 17
Factors on Final Decision
Price 86Avail of productbrand 72Brands 62Technical specs 61StyleDesignColor 57
Digital is Core to the JourneyMobile Is Especially Influential
So What Do I Do
13
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eyed Assessment of Your Brandrsquos Competitive Strengths amp Weaknesses
How to Make Better Decisions
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
A Better Understanding
4
bullbullbullbullbull
bullbullbullbull
bull
bullbullbull
bullbullbullbull
Video Consumer Mapping Study
ComputerScreen
2nd
WebEmailIMSoftwareComputer Video
3rd
MobileScreen
TalkTextWeb
Mobile Other(eg camera)Mobile Video
Text
Message
EnvironmentalGPS NavigationIn-Cinema Movie
All OtherScreens
4th
1st
TVScreenLive TV
DVDVCRDVR PlaybackGame Console
The Council for Research ExcellenceThe Nielsen Company
4 Screen Categorization
Video Consumer Mapping Study
6
Video Consumer Mapping Study
7
Role of Media in Consumer Purchase JourneyPresented to ARF Shopper Council 10262010
lsquoPre‐tailingrsquo Retailing lsquoPost‐tailingrsquo
Research
Purchase
Post Purchase
Need State
After‐purchase Behaviors
Discussed purchase with friendsfamily 36
Discussed retail experience with friendsfamily 13
Post‐Purchase
Good INFORMATIONsource online
Retailer websites 42Customer reviews 36Brand websites 35Shopping websites 34Search engines 30
Purchase
Pre‐determined FactorsHow much to spend 72Which brand to buy 45Where to buy 35ModelSpecs 33Products 32
Pre‐Purchase
Source Mobilization
Internet 68WOM 43Advice fr friendsfamily 32Something seen while shopping 28Ads amp sponsorship 28
Research amp Shopping Around
Source Shopper Journeys USA 2010 Home Electronics n=1072
Initial Touchpoints Ads 32Something seen while shopping 23WOM 22Something readseen 22Speaking to friendsfamily 19
Consumer Purchase Path in Home Electronics
Good INSPIRATIONsource online
Customer reviews 28 Online shopping sites 23 Price comparison sites 23Retailer websites 23Brand websites 17
Factors on Final Decision
Price 86Avail of productbrand 72Brands 62Technical specs 61StyleDesignColor 57
Digital is Core to the JourneyMobile Is Especially Influential
So What Do I Do
13
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eyed Assessment of Your Brandrsquos Competitive Strengths amp Weaknesses
How to Make Better Decisions
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
bullbullbullbullbull
bullbullbullbull
bull
bullbullbull
bullbullbullbull
Video Consumer Mapping Study
ComputerScreen
2nd
WebEmailIMSoftwareComputer Video
3rd
MobileScreen
TalkTextWeb
Mobile Other(eg camera)Mobile Video
Text
Message
EnvironmentalGPS NavigationIn-Cinema Movie
All OtherScreens
4th
1st
TVScreenLive TV
DVDVCRDVR PlaybackGame Console
The Council for Research ExcellenceThe Nielsen Company
4 Screen Categorization
Video Consumer Mapping Study
6
Video Consumer Mapping Study
7
Role of Media in Consumer Purchase JourneyPresented to ARF Shopper Council 10262010
lsquoPre‐tailingrsquo Retailing lsquoPost‐tailingrsquo
Research
Purchase
Post Purchase
Need State
After‐purchase Behaviors
Discussed purchase with friendsfamily 36
Discussed retail experience with friendsfamily 13
Post‐Purchase
Good INFORMATIONsource online
Retailer websites 42Customer reviews 36Brand websites 35Shopping websites 34Search engines 30
Purchase
Pre‐determined FactorsHow much to spend 72Which brand to buy 45Where to buy 35ModelSpecs 33Products 32
Pre‐Purchase
Source Mobilization
Internet 68WOM 43Advice fr friendsfamily 32Something seen while shopping 28Ads amp sponsorship 28
Research amp Shopping Around
Source Shopper Journeys USA 2010 Home Electronics n=1072
Initial Touchpoints Ads 32Something seen while shopping 23WOM 22Something readseen 22Speaking to friendsfamily 19
Consumer Purchase Path in Home Electronics
Good INSPIRATIONsource online
Customer reviews 28 Online shopping sites 23 Price comparison sites 23Retailer websites 23Brand websites 17
Factors on Final Decision
Price 86Avail of productbrand 72Brands 62Technical specs 61StyleDesignColor 57
Digital is Core to the JourneyMobile Is Especially Influential
So What Do I Do
13
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eyed Assessment of Your Brandrsquos Competitive Strengths amp Weaknesses
How to Make Better Decisions
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
Video Consumer Mapping Study
6
Video Consumer Mapping Study
7
Role of Media in Consumer Purchase JourneyPresented to ARF Shopper Council 10262010
lsquoPre‐tailingrsquo Retailing lsquoPost‐tailingrsquo
Research
Purchase
Post Purchase
Need State
After‐purchase Behaviors
Discussed purchase with friendsfamily 36
Discussed retail experience with friendsfamily 13
Post‐Purchase
Good INFORMATIONsource online
Retailer websites 42Customer reviews 36Brand websites 35Shopping websites 34Search engines 30
Purchase
Pre‐determined FactorsHow much to spend 72Which brand to buy 45Where to buy 35ModelSpecs 33Products 32
Pre‐Purchase
Source Mobilization
Internet 68WOM 43Advice fr friendsfamily 32Something seen while shopping 28Ads amp sponsorship 28
Research amp Shopping Around
Source Shopper Journeys USA 2010 Home Electronics n=1072
Initial Touchpoints Ads 32Something seen while shopping 23WOM 22Something readseen 22Speaking to friendsfamily 19
Consumer Purchase Path in Home Electronics
Good INSPIRATIONsource online
Customer reviews 28 Online shopping sites 23 Price comparison sites 23Retailer websites 23Brand websites 17
Factors on Final Decision
Price 86Avail of productbrand 72Brands 62Technical specs 61StyleDesignColor 57
Digital is Core to the JourneyMobile Is Especially Influential
So What Do I Do
13
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eyed Assessment of Your Brandrsquos Competitive Strengths amp Weaknesses
How to Make Better Decisions
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
Video Consumer Mapping Study
7
Role of Media in Consumer Purchase JourneyPresented to ARF Shopper Council 10262010
lsquoPre‐tailingrsquo Retailing lsquoPost‐tailingrsquo
Research
Purchase
Post Purchase
Need State
After‐purchase Behaviors
Discussed purchase with friendsfamily 36
Discussed retail experience with friendsfamily 13
Post‐Purchase
Good INFORMATIONsource online
Retailer websites 42Customer reviews 36Brand websites 35Shopping websites 34Search engines 30
Purchase
Pre‐determined FactorsHow much to spend 72Which brand to buy 45Where to buy 35ModelSpecs 33Products 32
Pre‐Purchase
Source Mobilization
Internet 68WOM 43Advice fr friendsfamily 32Something seen while shopping 28Ads amp sponsorship 28
Research amp Shopping Around
Source Shopper Journeys USA 2010 Home Electronics n=1072
Initial Touchpoints Ads 32Something seen while shopping 23WOM 22Something readseen 22Speaking to friendsfamily 19
Consumer Purchase Path in Home Electronics
Good INSPIRATIONsource online
Customer reviews 28 Online shopping sites 23 Price comparison sites 23Retailer websites 23Brand websites 17
Factors on Final Decision
Price 86Avail of productbrand 72Brands 62Technical specs 61StyleDesignColor 57
Digital is Core to the JourneyMobile Is Especially Influential
So What Do I Do
13
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eyed Assessment of Your Brandrsquos Competitive Strengths amp Weaknesses
How to Make Better Decisions
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
Role of Media in Consumer Purchase JourneyPresented to ARF Shopper Council 10262010
lsquoPre‐tailingrsquo Retailing lsquoPost‐tailingrsquo
Research
Purchase
Post Purchase
Need State
After‐purchase Behaviors
Discussed purchase with friendsfamily 36
Discussed retail experience with friendsfamily 13
Post‐Purchase
Good INFORMATIONsource online
Retailer websites 42Customer reviews 36Brand websites 35Shopping websites 34Search engines 30
Purchase
Pre‐determined FactorsHow much to spend 72Which brand to buy 45Where to buy 35ModelSpecs 33Products 32
Pre‐Purchase
Source Mobilization
Internet 68WOM 43Advice fr friendsfamily 32Something seen while shopping 28Ads amp sponsorship 28
Research amp Shopping Around
Source Shopper Journeys USA 2010 Home Electronics n=1072
Initial Touchpoints Ads 32Something seen while shopping 23WOM 22Something readseen 22Speaking to friendsfamily 19
Consumer Purchase Path in Home Electronics
Good INSPIRATIONsource online
Customer reviews 28 Online shopping sites 23 Price comparison sites 23Retailer websites 23Brand websites 17
Factors on Final Decision
Price 86Avail of productbrand 72Brands 62Technical specs 61StyleDesignColor 57
Digital is Core to the JourneyMobile Is Especially Influential
So What Do I Do
13
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eyed Assessment of Your Brandrsquos Competitive Strengths amp Weaknesses
How to Make Better Decisions
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
lsquoPre‐tailingrsquo Retailing lsquoPost‐tailingrsquo
Research
Purchase
Post Purchase
Need State
After‐purchase Behaviors
Discussed purchase with friendsfamily 36
Discussed retail experience with friendsfamily 13
Post‐Purchase
Good INFORMATIONsource online
Retailer websites 42Customer reviews 36Brand websites 35Shopping websites 34Search engines 30
Purchase
Pre‐determined FactorsHow much to spend 72Which brand to buy 45Where to buy 35ModelSpecs 33Products 32
Pre‐Purchase
Source Mobilization
Internet 68WOM 43Advice fr friendsfamily 32Something seen while shopping 28Ads amp sponsorship 28
Research amp Shopping Around
Source Shopper Journeys USA 2010 Home Electronics n=1072
Initial Touchpoints Ads 32Something seen while shopping 23WOM 22Something readseen 22Speaking to friendsfamily 19
Consumer Purchase Path in Home Electronics
Good INSPIRATIONsource online
Customer reviews 28 Online shopping sites 23 Price comparison sites 23Retailer websites 23Brand websites 17
Factors on Final Decision
Price 86Avail of productbrand 72Brands 62Technical specs 61StyleDesignColor 57
Digital is Core to the JourneyMobile Is Especially Influential
So What Do I Do
13
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eyed Assessment of Your Brandrsquos Competitive Strengths amp Weaknesses
How to Make Better Decisions
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
After‐purchase Behaviors
Discussed purchase with friendsfamily 36
Discussed retail experience with friendsfamily 13
Post‐Purchase
Good INFORMATIONsource online
Retailer websites 42Customer reviews 36Brand websites 35Shopping websites 34Search engines 30
Purchase
Pre‐determined FactorsHow much to spend 72Which brand to buy 45Where to buy 35ModelSpecs 33Products 32
Pre‐Purchase
Source Mobilization
Internet 68WOM 43Advice fr friendsfamily 32Something seen while shopping 28Ads amp sponsorship 28
Research amp Shopping Around
Source Shopper Journeys USA 2010 Home Electronics n=1072
Initial Touchpoints Ads 32Something seen while shopping 23WOM 22Something readseen 22Speaking to friendsfamily 19
Consumer Purchase Path in Home Electronics
Good INSPIRATIONsource online
Customer reviews 28 Online shopping sites 23 Price comparison sites 23Retailer websites 23Brand websites 17
Factors on Final Decision
Price 86Avail of productbrand 72Brands 62Technical specs 61StyleDesignColor 57
Digital is Core to the JourneyMobile Is Especially Influential
So What Do I Do
13
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eyed Assessment of Your Brandrsquos Competitive Strengths amp Weaknesses
How to Make Better Decisions
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
Digital is Core to the JourneyMobile Is Especially Influential
So What Do I Do
13
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eyed Assessment of Your Brandrsquos Competitive Strengths amp Weaknesses
How to Make Better Decisions
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
So What Do I Do
13
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eyed Assessment of Your Brandrsquos Competitive Strengths amp Weaknesses
How to Make Better Decisions
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
Your Basic ldquoStrategy Studyrdquo
An ample but not overly-large sample
Consumers 500-800B2B 300-500
ndash Conducted on-line
ndash Use one of the many consumer panels
ndash B2B may require telephone recruit
ndash A 25 minute questionnaire
14
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
1 Better Targeting to Find New Customers
15
ldquoThe most important strategic decision is targetingmdashnail this and everything else falls into placerdquo
Phil Kotler Northwestern University
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
1 Better Targeting to Find New Customers
16
ldquoIf yoursquore on the wrong train every stop is the wrong stoprdquo
David VerklinCEO Canoe Ventures LLC
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
1 Better Targeting to Find New Customers
59 of senior executives in large companies have done a ldquosegmentation studyrdquo in the past 2 years
BUT
Only 14 of those senior execs involved in a segmentation study derived any real value
17
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
18
1 Better Targeting to Find New Customers
The Segmentation approaches that are commonly used are one-dimensional and flawed
ACTIONABILITY CRITERIA
Common Approaches
Provides Provocative Insights into
Needs
Segments are Differentially
Reachable in terms of Media and Channel
Strategies
Identifies a Target Segment that is Clearly the Most
Profitable for Your Brand
Needs-Based Segmentation YES NO RARELY
Demographic-Based Segmentation SOMETIMES YES RARELYUsageBehavior-Based Segmentation (eg Heavy Users) RARELY NO RARELY
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
19
1 Better Targeting to Find New Customers
Primary Research among 200-400 Decision-Makers
Purchase Volume
Channel(s)
Decision-Process
Product NeedsWants
Price Sensitivity
CRM-Related Needs
Perceptions of Client amp Competitors
Probability of Buying Buying More from Client
Database Knowledge on each Customer and Prospect
DampB list dataAccounttransaction data
Analyze
Which characteristics predicts openness to your brand
Which predict profitability for you
Which predict purchase of several of your products
Create Segments from these Key ldquoPredictorrdquo Variables
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
1 Better Targeting to Find New Customers
20
Recent Findings
How people shop has recently emerged as a key segmentation dimension
That is how you shop is often a predictor of what brandsproducts you will want
This kind of behavior and segmentation favors the newer ldquochallengerrdquo brands
The ldquoinvolvedrdquo buyer doesnrsquot revert to the bigsafe brand (nor necessarily the cheapest)
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
21
1 Better Targeting to Find New Customers
Survey of 400 factory locations interviewed decision-makers for lubricants 30 minute telephone interviewndash We appended DampB data on company and the location
Created and tested 200+ variables Found two variables that worked
Case History Industrial Lubricants Company
Number of Employees at Location(surrogate for oil volume)
HIGH LOW
Sales Growth for Past 2
Years(surrogate for
Price Insensitivity)
HIGHHigh Opennessbull Buys high margin oilbull Buys services too
High Opennessbull Buys high margin oilbull Will buy services
LOW
Average Opennessbull Step down offering amp
servicesbull Low price oil program
Low Opennessbull Low valuebull Walk away if necessary
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
22
1 Better Targeting to Find New Customers
Big Location(High Volume)
Small Location(Low Volume)
High Sales Growth
(Low Price Sensitivity)
Big Location(High Volume)
Small Location(Low Volume)
Low Sales Growth
(High Price Sensitivity)
bull Key growth target
Case History Industrial Lubricants Company
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
23
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
bull Algorithms to identify segments inMRI Simmons ComScore Plan etc
MRI
bull Algorithms to classify each of your customers using transaction data
Customer Databases
Algorithms to identify high density zipcodescensus blocks to direct agency marketing and sales efforts
Neighborhoods
bull Easy-to-use classification tools (and ldquoscriptsrdquo) for sales people to use
Sales Prospecting
bull Algorithms to identify segments in DampB Experian etc
SalesMarketing Databases
With just a little forethought and the right ldquolinkingrdquo questions your targets can be found accurately in actionable databases
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
24
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
Actionability
Telecommunications Company
ldquoMust be DampB variables with at most 3 questions that need to be answered And anybody at account could answer reliablyrdquo
Financial Services ldquoMust be totally based on DampB datardquo
Industrial GasesldquoWe will retain a third party company to call every account and prospect and ask them 10 questionsrdquo
Construction Products Supplier
ldquoOur salesmen will be used to classify accountsprospectsrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
3 Activate ldquoBrand Advocatesrdquo within Current Customers
Brand advocates are a small but highly engaged and influential group of customers
Typically representing 5-10 of the customer baseTypically heavy users ndash but not necessarily much heavier users than some othersEmotionally attached to your brand Consider it theirs
They have always been valuable because they are influential and can be influenced but are much more so today because of their reach the speed with which they can influence and the tools at their disposal to influence
25
A few years ago Today
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
3 Activate ldquoBrand Advocatesrdquo within Current Customers
26
A Restaurant Chain Example
VisitsMonth
IntroductionsMonth
Value of Advocates
Primary Target -Includes 72 of
Advocates
Segments
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
3 Activate ldquoBrand Advocatesrdquo within Current Customers
27
Awareness
Consideration
Trial
Loyalty
Advocacy
New GoalsIntensifyIntegrateBond
Consumers still need to go through the same mental ldquocheckpointsrdquo to become buyers
It is hard to buy without being aware
We have ldquoextendedrdquo the funnel to capture advocacy
With new communications goals
All with the understanding that the tools used to influence movement through the funnel have obviously changed
It is not all ldquoeyeballs to awarenessrdquo anymore
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
4 Understanding How Your Target Tries to Find You
Where do they searchldquoTraditionalrdquo search enginesYouTubeSocial MediaAre they on their computer or phone
What keywords do they use when searching the category and your brandIt is not the same for all segments in the market
What sources of information do they like to use when learning about your brandYour websiteSocial mediaBlogsMessage boardsExpert reviews
28
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
4 Understanding How Your Target Tries to Find You
29
Primary Target
Secondary Target
Non-Target
Uninvolved
Distribution of Segments
of Searches for ldquoTire Sizesrdquo
A tire manufacturer has optimized their website for key search terms and drives significant efficiencies with paid search strategies
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
30
4 Understanding How Your Target Tries to Find You
High Technology Example
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
31
4 Understanding How Your Target Tries to Find You
High Technology Example
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
5 Ongoing ldquoConversationsrdquo with Customers
32
Neither create nor consume social media
Read blogs watch
videos listen to
podcasts
Use social networks share amp manage
photos amp videos
Take part in online
discussion forums
Write own blogs or
web pages
InactivesSpectators
ConnectorsCommentators
Authors
Low levels of digital social
behavior
High levels of digital social
behavior
What do you do on-line on your mobile device etc
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
5 Ongoing ldquoConversationsrdquo with Customers
33
The digital behavioral composition of your target will guide what digital tools website functionality etc your agencies need to provide
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
5 Ongoing ldquoConversationsrdquo with Customers
34httpwwwfacebookcomcocacolav=app_161193133389
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
5 Ongoing ldquoConversationsrdquo with Customers
35httptwittercomtwelpforces_kwcid=TC|9005|twelpforce||S|b|4447510185
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
5 Ongoing ldquoConversationsrdquo with Customers
36httpwwwcommunitieshpcomonline
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
ldquoMarketing is solving peoplersquos problemshellip at a profitrdquondash Somebody at Procter amp Gamble
37
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
38
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
Who is in the Community
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
39
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
6 Insight from Dynamic Understanding of Customersrsquo Needs and Problems
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
41
Ask (target) customers to rate your brand and competitors
Identify those attributesbenefits which
ndash Are motivating
ndash Are pre-emptible no competition
ndash Aremdashor could bemdashcredible for your brand
7 Clear-eyed Assessment of Your Brandrsquos Strengths
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
7 Clear-eyed Assessment of Your Brandrsquos Strengths
Seize your USPhellip or go to the White Space to find one
42
Perceptions of Your BrandCompany versus Competitor
The Two Brands are Perceived Similarlythe same
Your Brand Superior
Excellent Could not Be
Better
Acceptable But Could Be
Better UnacceptableYour Brand
Inferior
Motivating Power of Attribute Benefit
High Key Positioning Opportunity
Price of EntrymdashMaintain
Possible Opportunity
Major Opportunity
Serious Weaknessmdash
Try to Fix
Mod Secondary Opportunity
Secondary Price of Entry
Secondary Opportunity
Secondary Opportunity
Secondary Weakness
LowPotential
OpportunitymdashIncrease
Importance
Cut Costs No Action No Action No Action
BrandStrategyMatrixtrade
Potential Value of Strategy Ranked from highest to lowest
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
7 Clear-eyed Assessment of Your Brandrsquos Strengths
From textdslreportcom
Re fios vs xfinity
Note that FiOS sustains the rated Internet speed Comcast PowerBoost gives you the high speed for a short period then drops down to a fraction of that
My colleague did sustained throughput tests on Comcast amp FiOS when he switched over Amazing difference in the graphs FiOS was ruler straight slightly above his committed speed Comcast looked like a cheap roller-coaster - it climbed to a peak then just as quickly dived down to a low speed and maintained that
43
The web has dramatically increased the need for transparency Overstate your capabilities at your own peril
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
7 Clear-eyed Assessment of Your Brandrsquos Strengths
These words are truer today than they were in 2001
44
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
Do Your Homeworkhellip
45
1 Better Targeting to Find New Customers
2 Better Info on the Targetrsquos Media Habits and ldquoReceptivityrdquo
3 Activate ldquoBrand Advocatesrdquo within Current Customers
4 Understanding How Your Target Tries to Find You
5 Ongoing ldquoConversationsrdquo with Customers
6 Deeper Understanding of ConsumerCustomer Needs Wants Problems
7 Clear-eye Assessment of Your Brandrsquos Strengths Weaknesses and Opportunities
How to Make Better Decisions
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
hellipAnd Take Advantage of the Digital
46
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
Thank You
CopernicusMarketing Consulting
and Research
Norwalk CT (203) 8312370Peter Krieg President amp CEO
copernicusmarketingcom
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