Engaging the New Consumer

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Engaging the New Consumer

• Dave Jackson
• VP, Sales
• AOL Media Network

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Consumer needs are shifting
Purchasing power
with no leisure time
Dual incomes
with less savings
Real estate rich
with less cash
Family life
that is more fractured
Overscheduled
and on the move
Aging
but healthier and living longer
More sophisticated
but looking for help
Watching less TV
online more and more
Self satisfied
but not happy
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They want choice and control

• Of their online experience
• Of their connections
• Of their applications
• Of their content
• Of their lives
• and they are consuming differently

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Engagement Our 4-step process

• Understand the marketing objective and product
  benefit deeply.
• Done its what you do everyday.
• Understand the consumer deeply their needs,
  motivations and behaviors.
• Done Again, its what you do.

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Engagement Our 4-step process

• 3. Find the Intersection between Marketing
  Objective and Consumer Need.
• To Do? This is in your sweet spot, AND its the
  key next step in connecting with the consumer on
  his/her terms.
• Engagement relies upon relevance not
  interruption.
• Jim Stengel of PG says it best
• How do we make her life better or simpler?
  Whats our place, whats the consumer habit, what
  would be helpful, and what would be interesting?
• 4. Measure the objective, not the campaign
  elements.
• To Do? Use technology and/or research tools to
  measure the change in the objective /or
  consumer behavior.

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A real example

• To build awareness, trial and repeat purchase of
  Brand XXX.
• The ideas that follow are designed to engage her
  and create an emotional connection.
• We provide a way to measure the sales impact of
  that activity via an ACNielsen HomeScan panel
  test.
• To drive purchase in key classes of trade.
• The ACNielsen test can show volume gains by class
  of trade.
• To build a relationship with core consumers.
• We can provide an attitudinal test, in addition
  to the ACNielsen test, to measure the
  relationship formed by the campaign.

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(Example contd) Communication Plan How can we
move her to more volume?

• Consumer need Mom is harried these days. She is
  doing all she can to provide for her family.
• She craves tips, information to help her manage
  her family, as well as find moments in which she
  can recharge her batteries.
• Communication Objective Brand X is an "Everyday
  Indulgence" for her kids... And herself.
• Connection Strategy Forge a stronger, emotional
  connection with Mom in order to get her to choose
  Brand X over traditional favorites.
• Intersection Provide Mom a moment of indulgence
  everyday for her and her family from Brand X.

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(Example contd.) The Experience

• One campaign element (mock)

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Measuring Engagement its all about behavior.

• Example of measuring against business objective

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Engaging the New Consumer
Thank You