Tag Archives: management

TMRE 2013 Video Released: Creating Pivot TV: Developing A Media Model Designed to Activate Millennials

Karen Ramspacher of Participant Media discusses the formation of Pivot TV in this presentation from the Market Research Event. She discusses the three different approaches they took which were quantifying, examining the cultural, and experiential. Millennials are 85 million strong and are often given a bad rap. They also believe they can do anything.

Sign for full access to this video presentation from The Market Research Event

Quantifying:

A survey was conducted with 3100 respondents and they found that 64% were open to the idea of creating social change. This translates to 27 million millennials that they sorted into three groups or stages. The first is the “allies” which are skewed female and enjoy the entertainment value. The second is the “clicktivists” who are skewed male and take online action. The third is the “new heroes” which was the majority and they are engaged and willing to make a change.

Cultural:

A brand lives in an area where the marketing, content, and culture overlap.Millennials live in a post collapse culture and and seek role models because they don’t trust anyone. They are also a positive generation and are willing to clean up the mess even though they didn’t make it.

Experiential:

The quest to get millennials was proven to be a difficult one. They have so many pressures and so many choices that it make it a bleak world for them. The caring and doing spectrum covers the amount someone cares and how likely they will act on someone. Using this and interviews with millennials, they found that millennials want to be challenged and believe that companies that do good things are important.

Creating a brand filter was important to Pivot TV and they need to be disruptive, credible, and brave. The mission for Pivot TV was to create social change.

Watch the video here.

About the Author:

Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

Refresh. Or Perish: What Doesn’t Kill You Will Make You Stronger

Evolve or die. It’s a truism. But it has never been more true than right now. The world is changing faster than ever, and as the world changes the people in it change. And when people change, what they want from the things they buy changes too. For a brand this boils down to the fact that today standing still is as good as going backwards.

The good news is that if you understand and embrace change (before your consumer does) you can gain access to unprecedented opportunities to grow.

So where does change start? How does it happen? And how can we spot it? It’s a question of chicken or egg, which changes first: people, or the world?

Cultural change is an intricate feedback loop that makes it hard to know where to begin.

But understanding the cultural world that surrounds us is what it’s all about. It may be amorphous and invisible, yet culture is everywhere. It is part social, part political, part environmental and part physical stuff; it makes up most of our lives. And so understanding culture, and cultural change, is vital for brands that want to grow today and, more importantly, ensure they’ll also keep growing tomorrow.

It’s been said that the CEO should know a little about a lot, the CFO should know a lot about a little and the CCO (Chief Culture Officer, a term coined by Grant McCracken in his book for the same name) should know a lot about a lot. What McCracken explores here is the need for businesses to always be tuned into what is going on in the world at large.

It’s no mean feat: you need to understand everything that isn’t your business all of the time and you need to change your brand to fit a future that hasn’t happened yet. It sounds next to impossible. But it needn’t be.

Here are 3 ways of understanding culture that can help you anticipate change and use it to mobilize your brand for growth:

1. The monster on the horizon. If you don’t eat it, it will eat you. We’ve all seen it happen: it’s the sad truth of the now defunct video store making the shift to DVDs when others started streaming direct from the Internet. Sometimes the world will change without telling you and that change will be driven by something that you didn’t think had anything to do with you.

Every now and again we think you should put your head above the parapet, and look at the trends that are least likely to affect you and imagine what would happen if, somehow, they did. To imagine a future where you have been legislated into non-existence or can no longer afford the rising price of a core ingredient. The exercise will be useful for innovation ideation, if nothing else. And might even keep you in business longer than the competition.

2. Know your landscape. You can’t understand people without understanding the world. Consumers might be able to tell you what they think of something but not necessarily why. As we grow up through life, culture teaches us what things mean: this is an essential rule of basic survival (yellow + black + insect = don’t eat it) and social survival (jeans + trainers = sorry sir you can’t come in here).

But it’s not that simple, culture is not uniform. To grow a brand you need to know the culture of each of your markets. Bringing your own cultural assumptions with you when you travel is a recipe for disaster and cultural understanding can show you spaces of opportunity that might not exist at home.

It’s just as important to apply this thinking to the rules your category operates by. What are the signs and symbols at play? What visual and verbal language is used to call the shots in your world? By looking at how categories play out differently within your culture and others and by seeing how they map from a conceptual and cultural point of view, you can see the world in a whole new light.

3. Time travel (aka using culture as your springboard). Once you’ve got your bags packed, you can use culture as a way to travel through time using emerging culture as your conduit to the future.

This way you can make sure what you do and say feels relevant and fresh to your consumers. Culture can answer questions that consumers sometimes can’t: how is the role of chocolate changing over time? What will femininity mean in Russia in the future? Will naturalness still mean tomorrow what it means today?

This is the most important part of understanding culture. It’s where brands get their cultural vibrancy from. It’s what makes some brands feel like living, breathing parts of life and others like cumbersome juggernauts stuck in the slow lane.

These three approaches can really help brands build cultural vibrancy, the ability to connect with consumers in a way that feels consistently ahead of the curve. It’s a start, but the trick really lies with finding the right part of culture to tap into that works for your brand and for you. Part creativity, part insight, part intuition it’s a key way to getting to growth through culture.

It’s time to turn on your cultural antennae.

About the Author

Izzy Pugh, Cultural Insight Director, Added Value UK. This blog was originally published on Added Value’s blog.

You can learn more about Cultural Insights from Added Value North America, CEO, Maggie Taylor, as she presents ‘Refresh.  Or perish.  Why Cultural Vibrancy Counts’ at TMRE in Nashville, on October 21-23, 2013.

How to Design and Communicate Trends that Spark Change

At the Market
Research Event (TMRE) Conference
in 2012, Dipanjan Chatterjee, Senior
Specialist, Trends, Target Corporation, sat down with IIR’s Marc Dresner to
discuss, The Cure for the Common Trend 2.0: How to Design and Communicate
Trends that Spark Change.
In his role, Chatterjee identifies trends, insights and
opportunities in the financial services, retail, and emerging technologies. In
addition, he is heavily immersed in strategic planning where he works with
senior level leadership to identify 3-5 year visions around what his department
wants to accomplish as a business unit within Target.

Every day, he looks around at what’s happening not only at Target, but across
the enterprise, outside of Target, inside the retail industry, inside the financial
services industry, and more.
Sign up for access to the full length video and discover his biggest challenges,
accomplishments, and what exactly it takes to succeed in trend.  To learn more, click here!
 Amanda Ciccatelli,
Social Media Strategist at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. She previously worked at Technology Marketing Corporation as a Web
Editor where she covered breaking news and feature stories in the tech
industry.  She can be reached at aciccatelli@iirusa.com. Follow her
at @AmanadCicc.