Mind search® overview

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12MindSearch®

Building better customer relationships

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MindWorks changes customer buying behaviour

by understanding customer current mindsets and then

delivering a relevant and an engaging creative message.

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Discovery

Creative DevelopmentEvaluation

Implementation

Response CaptureAnalysis

Recommendation

Quantify DM Campaign ObjectivesDM Planning and StrategyEstablish Sales Pipeline

MindSearch®Customer InsightsCustomer Benefits

Creative Idea

Campaign ManagementSupplier Partner Briefing

MindWorks Methodology - where MindSearch® fits

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Single Minded Proposition

Product Benefitvs

Customer Benefit

Creative Execution

Creative Idea

Stage 2 Stage 3

Key Customer Insight

Customer Insightsplus

Market Insights

Stage 1

MindSearch®MindSearch™ is a three-stage Strategic Creative process aimed to deliver improved DirectMarketing results.Stage 1 and Stage 2 are undertaken in collaboration with the client during a workshopfacilitated by MindWorks.

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Demographics

LifeStage

LifeStyle

Buying Behaviour

Stage 1: ‘Paint a Picture’We start by painting a ‘word’ picture of the customer from gathered research,experience, knowledge. This customer picture (list of words) becomes thereference point from which our Customer Insight assumptions are checked.

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Stage 1: Key Consumer Insight (KCI) Analysis cont.

Identify customers most critical ‘nagging need’

Customer’s desire

KeyCustomer

Insight(KCI)

Customer’s expectationCustomer’s need

Customer’s want

Customer’s knowledge

Secondary Research

Outcome: List of all known (research) or assumed (experience/knowledge) Customer Insights.

Customer’s perception

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The launch of a NEW COOKBOOK is used todemonstrate the MindSearch® workshop findings…

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Customer desire To look good in front of my friends

Customer expectation Recipes that will work every time

Customer need Recipes that offer value for money

Customer want Simple and easy to understand recipes

Customer perception Not every dish will be perfect

Customer knowledge My friend said that recipes are easy

Key Customer Insight I want simple and easy to understand recipes

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Stage 1: Key Consumer Insight (KCI) Analysis cont.

Outcome: Identify a single Customer Insights for each customer behavior group.Rank Customer Insights in order of importance.Define in first person the most critical (Key) Customer Insight.

Ranking

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Product Benefits

Never more than 7ingredients to assemble

Clear & simple – easy tofollow, easy to use

Short preparation andcooking times

Ingredients are readilyavailable in your localsupermarket

Customer Benefits

Stress-free enjoyable cookingfor busy people

Fewer kitchen disasters andbetter results

Spend less time in kitchen andmore time with family

Less time shopping andhunting for ingredients

Ranking

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Stage 2: Single Minded Proposition (SMP) DevelopmentTranslate Product Benefits into Consumer Benefits (CB)

Outcome: Customer Benefits ranked in order of importance

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Key CustomerInsight

I want simple and easyto understand recipes

Customer Benefit(that most aligns with KCI)

Spend less time in kitchenand more time with family.

Single MindedProposition

Cook like a chefwithout spendingexcessive time in thekitchen

Stage 2: Single Minded Proposition Development cont.

Sychronise CB with KCI to define a singular benefit (SMP)

Outcome: MindWorks encapsulates the SMP in a statement which serves as aplatform for the Creative Idea

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Creative

Execution

Creative Idea

Stage 3: Creative Idea Development

Outcome: Our Creative Idea ‘connects’ with the customer through a key message thattaps into the customer’s present mindset. Once a ‘connect’ is made thecustomer is more likely to pay attention to ALL the benefits of the product.

This helps trigger a change in the mindset and a new buying behavior is achieved.

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The MindSearch® process assists MindWorks to create targeted

communications that deliver improved Direct Marketing results.

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For more information please contact Cameron Steel:

T 02 9299 3300

E camerons@mindworksmc.com.au

W www.mindworksmc.com.au