Innovative Planning Ideas for Miller

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Innovative Planning Ideas for Miller

• June 2001

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Purpose

• The purpose of this presentation is to provide an
  overview of tools available through Starcom to
  aid in the development of brand media strategies.
• These tools are intended to explore the mindset
  of the consumer in order to create synergies
  between a strategy and the consumers
  relationship with a product and or media.

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Qualitative Tools Merchants of Cool and Media
Pathways

• Merchants of Cool
• Explores successful creative marketing techniques
  involving high impact qualitative data
• Cool Hunting
• Media Pathways
• A savvy qualitative tool developed by Starcom to
  help clients understand their target consumers
  and how they interact with media
• Proctor and Gamble successfully implemented Media
  Pathways for 2001 planning

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Why use Qualitative Tools?

• Our goals are threefold
• Incorporate these philosophies into 2002 planning
• Conceivable benefit Deepen awareness of who our
  consumer is and the effective media mix needed to
  reach them
• Capitalize on progressive marketing techniques as
  we head into local market meetings
• Better define the passion groups of the LDAC-27

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Media Pathways Working for Miller

• Develop deeper insight into the diverse media
  landscape of the consumers life
• How they interact with and attend to media over
  the course of the day
• Develop understanding of consumers media
  behavior, including secondary media
• Understand their lifestyle, needs and interests
• Develop new means of effective contact

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Understanding the Lifestyle

• Cool Hunting
• Searching for a certain type of personality in
  a given social network
• Discovering trends and their source
• Distinguishing between people who start trends,
  innovators, and people who spread trends,
  trendsetters
• This phenomenon is originality
• Trendsetters are those who have the respect,
  admiration, and trust of their friends to
  influence specific social networks
• Cool Hunting uses culture spies as the market
  researchers
• Culture spies develop relationships with these
  trendsetters to get an in depth understanding of
  the cool culture
• MRMs could have been utilized as culture spies

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Taking the Media Savvy by Storm

• Emerging importance of Cool Hunting
• Consumers are more knowledgeable and aware of
  traditional marketing techniques
• Need to market to these players without them
  knowing
• Sprite and Hip Hop

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Taking the Media Savvy by Storm (cont.)

• Important to keep up with trends
• The faster marketers pickup on what is cool,
  the faster it dies and a new form of cool is
  reborn
• The gold shaded area represents companies,
  products and people that are considered cool by
  trendsetters
• The red shaded area represents companies,
  products and people that were cool about a year
  ago and now the mass market is starting to follow
  suit
• The blue shaded area represents companies,
  products and people that are no longer cool

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How does a Trend Spread?
Cool

Key Takeaway Miller can ask innovators and
trendsetters for the trends. Ultimately, it
diffuses down itself!
Create idea
2
Picks up on idea and claims it as their own
Innovators
17
Trendsetters
Makes Cool idea more palatable for mass
consumption
Varies
Early Adopters
80
Picks up on idea and runs with it
Mainstream
Source Merchants of Cool website
Kills Cool
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The Feedback Loop

• No clear dichotomy of media and consumer--both
  influence each other in the loop
• Does the media mirror the consumer or does the
  consumer mirror the media?
• Miller Lite as the football beer
• Miller could benefit from identifying the
  innovators and early adopters and take their lead
• The media, chosen by Miller, will reflect the
  consumers lifestyles closing the gap on the
  feedback loop

Media
Feedback Loop
Consumer
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Snapshot of Media Pathways

• Based on qualitative survey (questionnaire and
  impromptu conversations) given to twenty A21-27
  in the Chicago-land area
• Goal of survey is to remove beer drinking biases
  in hopes to find new and innovative ways to reach
  viable niches within the consumers market

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The Skinny on Beer Drinkers the Hypothesis...

• What are these people doing and who are they? We
  found these personalities emerging
• Miller Lite
• Calorie Counters
• Men and Women
• Health conscious - Lite vs. full calorie
• Fun/ spontaneous
• Social drinker - supported by events
• Image oriented
• Gregarious/ life of the party
• MGD
• Music Junkie
• Essentially MGD has identified this target, but
  could improve upon method of reach
• Heavy music goers - heavy listeners and attendees
  of rock, hip-hop and purchasers of music
• Progressive music tastes - setting precedent for
  cool music groups
• Digitally inclined - on the cutting edge of high
  technology

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The Skinny on Beer Drinkers the
Hypothesis(cont.)

• High Life
• Action sports buff
• Free-Styler
• Interested in skateboarding, snowboarding,
  skiing, sports climbing, street ludging,
  wakeboarding, sky surfing, BMX, motorcross/
  supercross, free style motorcross
• Extremist/ Risk Taker
• Mocker of cool -- it is cool because it is so
  un-cool
• Maverick, thrive on adventure, thrill seekers
• Listener of non-mainstream music, sometimes very
  hard to find in stores
• Motto I dont like a lot of rules.
• Companies loyal to Shift, Vans, Fox Racing, Spy,
  LBZ and Alpinestar
• Caveat Underage composition -- how to get around
  it

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The Skinny on Beer Drinkers the
Hypothesis(cont.)

• High Life (cont.)
• Blue Collar Drinker
• The consumers drink High Life because it is not
  the norm for their demographic
• The Action sports buff is a second niche to the
  established High Life drinker
• The first niche is needed for the second to exist

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How do we Apply Media Pathways?

• Use traditional media in non-traditional ways
• Emerging technology (such as TiVo and Replay TV)
  is changing the media landscape
• Presenting sponsorships
• Product placement
• Get savvy about promotions - the latest craze
• Enhance existing Miller promotions
• Test Market Upgrade an existing MGD Chicago
  promotion by hosting event at a trendy venue like
  Doubledoor

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How do we Apply Media Pathways? (cont.)

• Themes
• Beer as a badge
• Create brand identity that the consumer will be
  proud to be associated with
• Different Miller Times
• After work hours
• Leisure activities
• Key Miller Appointments
• Super Bowl
• Oscars/ Grammys - Pre and Post
• Daytona 500

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How do we Apply Media Pathways? (cont.)

• High-Voltage Marketing
• Street marketing
• Increase brand awareness and develop personal
  interface with the consumer via grassroots
  events--convergence of media and events
• Give the consumer an unforgettable experience
  that will last a lifetime
• MBCo. can create a more intimate relationship
  through experiences rather than building a
  relationship through traditional media (seeing a
  TV commercial)
• Ex. Genuine Opportunities during The Taste of
  Chicago, Octoberfest, Jazzfest etc that a
  consumer couldnt get anywhere else

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Media Pathways is the Tool to get this Savvy Data

• While IMS, MRI give great qualitative data, it is
  not enough
• Media Pathways offers a four stage qualitative
  process

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Through Media Pathways--Ideas Start to Come to
Life
Defining what our consumers key moments are is
colossal
Planning should be based on these findings,
eliminating conjecture in scheduling
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The Four Stage Process

• One day diary--documents activities, product
  usage and media usage over the course of a day
• Focus groups
• A unique emphasis
• Understanding media involvement exploring
  lifestyle and category related media
  opportunities
• Diary forms basis of discussion
• In home interviews
• Real behavior in a real world setting
• A lot like Merchants of Cool culture spies who
  went into teens homes to conduct research
• Exercise and discussion--summary of diary
  experience

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Changing the Rules of Marketing

• Paradigm shift--media giants control media
  marketplace
• How can Miller become partners with a behemoth
  media giant as Clear Channel (market brands
  accordingly)
• Radio
• Internet
• Eller Outdoor
• SFX
• Synergistic approach cross-platform marketing
  package
• MBCo. could improve their fluidity across mediums
• Companies like Clear Channel are leading the
  cross-platform marketing trend, making it
  important to partner with them

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Winning in the 21st Century

• Cool Hunting is a revolutionary new way of
  richening strategies
• More texture
• More insight--adds compelling qualitative data to
  quantitative
• Grounded in consumer insight
• Cool Hunting is important because it intends to
  marry a corporation and a culture
• As consumers become more educated and
  increasingly aware of marketing techniques, MBCo.
  needs to reach them by using non-traditional,
  savvy approaches
• Move forward with action plan in test markets
• Initiate a research program using Media
  Pathways in select Miller markets

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Appendix

• Questionnaire
• Acting as "Culture Spies