Marketing and research with Generation Y

New York I Timisoara I London I Rotterdam I Ghent

www.insites-consulting.com

Nice to meet you! Meet InSites Consulting

I’m Robert I am 44 years, working in London, living with the 3 boys & 2 women of my life. Experienced researcher, passionate Marketer (fellow at CIM J), Managing Director UK & healthcare industry and B2B Marketing expert and committed to help companies in their quest to connect better with their consumers.

Fact sheet §  Spin-off of top-ranked business school §  15 years of experience and know-how §  Pioneer and innovator in online methods §  Covering any marketing domain §  Fully independent §  London, New York, Rotterdam, Ghent, Timisoara §  125 passionate employees §  Proprietary research panel in +25 countries §  Run research communities in +37 countries and

surveys in 60+ Awarded by ESOMAR I AMA I ARF I MRS I MOA I AMMA

Who we are

We want to bring our clients to the future first

Market Research

Peers

DIFFERENT STAKEHOLDERS INSIDE & OUTSIDE YOUR COMPANY

CONSUMERS IN THEIR VARIOUS ROLES

Colleagues

Advocates Sales & Marketing

R&D & Innovation

Company Consumer

CONSUMERS IN THE BOARDROOM Bringing

Judges

We allow participants to ENGAGE with us anytime, anywhere (online, mobile, asynchronous methods…). We make it fun for them to give more & better answers (gamification, audio-visual cues, design…). We empower them to be co-researchers (crowd interpretation, co-moderation…).

Online Group Discussions

Consumer-led Ethnography

Research Communities

Social Media Listening & Netnography

1on1 Online Interviews

Digital Surveys Engage

METHODS Full portfolio digital

Helping world leading brands become locally relevant

Some of our UK customers

UK 2012

//Template 1 •  Tekst

R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

//Authenticity for Generation Y

Real

//Template 1 •  Tekst

Results

•  The bank doubled its Gen Y customer base from 2011

•  The daily rate of cards sale increased by 58% in the first 6 months from the launch (the double vs 2009)

•  12 times more ST loan approval procedures initiated than weekly average 2010

•  10% more cross selling than in 2011

strategy: engage – sell – build loyalty

Engage through their passion for Music

Exclusive access through Youth products

Capture more everyday spend

Relevance

Trial

Loyalty

4 key partners to deliver sustainable engagement

Exclusive experiences

Exclusive access

Tier 3

Tier 2

Tier 1

Exclusive content

And enable constant social content and conversation

agosto 27, 2012

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

30th

17th

4th

18th

4th

6th

23rd

20th

16th 9th

16th 14th

Panda, Moderatto, Paty Cantu, Enjambre,

Anahi, Zanetti, Sofi Mayen,

Miró

Experiencia

CALENDARIO "YOUTH PLATFORM"

Mastercard Hospitalities

PreSales

Giveaway Tickets

Memorabilia

Trip to concert outside Mexico

Coldplay

Travel with an artist

Backstage Pases in Mexico for

concert

Meet & Greets

Interview an Artist (Press Conference)

Be Part of a Video

Be at an album recording

Attend to band rehearsal

Music Lessons with an artist

VIP Parties

College shows

Pocket shows

Maroon 5 Linkin Park TBD

Belinda y Zoé

KISS Smashing Pumpkins

Coldplay Evanescence TBD Nervo

Los Claxons Mike Zanetti

Ha-‐Ash Miró Enjambre Sofi Mayen

Paty CantúHa-‐ash

Paty Cantu Miró Zoé y Zanetti

León Larregui Eiza Belinda Enjambre

Panda Los ClaxonsMike Zanetti Enjambre

Belinda Zoé

Sofi Mayen y Benny

Enjambre Sofi Mayen Miró Zoé

MiróHa-‐Ash

Panda ModerattoPaty Cantu Hello Seahorse

Enjambre/Sofi Mayen

Enjambre/Sofi Mayen

Enjambre/Sofi Mayen

Enjambre/Sofi Mayen

TBD

Leon Larregui Paty Cantu Moderatto

KEANE TBD

2012 2013

JULY AUGUST JULY AUGUSTJUNESEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY

TBD TBD TBD

Breadth and variety of artists to establish credibility among Youth Belinda Enjambre Zanetti Sofi Mayen Alex Syntek

Coldplay Moderatto Anahí

Ha-ash Miro Benny

Eiza

Paty Cantú

Zoe

Panda

Hello seahorse

Variety of benefits activated to address different objectives

Presales Experiences with ar2sts

Content/ downloads Ticke2ng Offers

Purchase Purchase Access w/o card Access w/ card Access w/o card

Access w/ card Access w/o card

Access w/ card

Creating a dynamic social community

4,000 university student and 300 customers experienced the launch of Priceless Music at an exlusive concert with Moderatto

Priceless Music launch event in Mexico City to create buzz and momentum

①  Stay true to your roots, but don’t shout

②  Close is the new cool ③  Be transparent and respectful, listen (like

friends would do)

Real

// I WILL NEVER FORGET THE DAY…

Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.

Surprise

Fear

Anger

Sadness

Disgust

Meeting the love of my life

Becoming a sport champion

My first kiss

Extreme experience (e.g. skydiving, mount climbing)

Parents got divorced

New school

Encountered aggression

When I was dumped by my

partner

Death of a person close to me

Was diagnosed with

a serious illness

When I got in a fight

Discovered I had no real friends when I needed them most Moved

Graduated

Got my driving license

Being dumped by my boy/girl friend

N = 40

N = 13

N = 14

N = 93

N = 30

Happiness N = 156

① Deliver gratifications, not just pleasures ② Don’t use negative emotions ③ Happiness is about connecting youth in a

playful way

Happy

I’m Maarten. 29 years old, born and raised in the Dutch speaking part of Belgium, moved over to London last year. Working as a research manager for our FMCG clients in the UK. Passionate about fuzzy front end innovation research, consumer activation and youth marketing. Committed to connect leading FMCG brands with consumers to drive growth.

#1 Be relevant

Shared challenges to connect with Gen Y

#2 Be where they are

#3 Engagement

They don’t like to ONE-WAY TRAFFIC SURVEYS

They want to COLLABORATE

As marketers

As researchers

Be where they are

The process of us ing game thinking and game mechanics to solve problems and engage users

Gamification

Background

Surveys

Explore

85

… it works!

Rethinking a digital strategy

Collaboration

Shared solutions to connect with Gen Y

Touchpoints

Gamification

www.insites-consulting.com

Thank you! Maarten Lagae, Research Manager

[email protected]

@maartenlagae

http://uk.linkedin.com/in/maartenlagae

+32 7817 108 250

New York I Timisoara I London I Rotterdam I Ghent 151 Rosebery Avenue -‐ 4th floor I EC1R 4AB London I United Kingdom

Marketing and research with Generation Y

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