BIZ PR CONFERENCE

October 2017

BRAND RELEVANCE BEYOND KM0

WHY RELEVANCE?

RELEVANCE IS WHAT ATTRACTS & KEEPS PEOPLE PAYING ATTENTION TO WHAT BRANDS HAVE TO SAY. AND MOVES

THEM TO ACT.

IT’S A TWO-PART PRINCIPLE:

WILLINGNESS TO LISTEN, WILLINGNESS TO ACT.

THE JAMES BOND FRANCHISE IS THE EPITOME OF WHAT A MASS CONSUMER BRAND SHOULD

ASPIRE TO BE IN TODAY’S SOCIETY. ETERNALLY RELEVANT, POPULIST AND WITH A NOD AND A

WINK OF HUMOR. FOR IF YOU’RE NOT RELEVANT, YOU’RE BEING IGNORED. DOES ANYONE

REMEMBER NAPOLEON SOLO?

– MATT NEALE, CO-CEO, GOLIN

BRAND RELEVANCE FINGERPRINTThe qualities of a brand that make it relevant can be dissected into 15 constituent parts or ‘dimensions of relevance’

IN SEARCH OF CONSUMER RELEVANCEBEYOND BIG CITIES LIMITS

Small communities are IMPORTANT

64% of Romanian live in small communities*(45% rural + 19% small urban)

A small community can explain the functioning of any community. Even a Parenting Community!

*under 50,000 people

RELEVANCE STUDY: Talking with the Romanian consumers

NATIONAL QUALITATIVE & QUANTITATIVE STUDY

4 ETHNOGRAPHICS(IN-DEPTH INTERVIEWS WITH FAMILIES IN SMALL COMMUNITIES)

500 REPRESENTATIVE INTERVIEWS (WITH ANALYSES ON PERSONS IN SMALL COMMUNITIES VS. OTHER COMMUNITIES)

TV, NEWS & SOCIAL BEAT WORD OF MOUTH

SOCIAL MEDIA TV WORD OF MOUTH(Family/friends/

colleagues)

ONLINE NEWS COMPANY WEBSITE

While trust in media is declining, screens take over people*

- RELEVANT SOURCES OF INFORMATION -

*ALL RESPONDENTS

But... word of mouth is more popular in small urban

In small communities, word of mouth ranks 3rd as source of information, after TV & SM.

Energy

Technology

Cofee/Chocolate

38% vs. 32% in all urban

42% vs. 30% in all urban

47% vs. 37% in all urban

People in small communities can be promoters of your brand inside their community.

Same level of attention, same level of information

People in small communities are equally informed, use the same channels and have similar expectations with the ones in large cities.

“Nu cred ca fiecare zona a tarii are o anumita marca. Cred ca informatiaajunge peste tot la fel.” (barbat, 40 ani, Baicoi)

Don’t skip people from small communities from your communication.

They too listen, talk, share, and buy!

Internet penetration in Romania is 78% at national level

(85% urban, 76% rural)*

*iSense Solutions Omnibus, aprilie 2017

People in small communities use social media as much as people in urban areas.

Small communities are as social as the rest of the cities

Channel All Urban Small Communities

Facebook 92% 88%

Youtube 78% 65%

Facebook Messenger 76% 68%

WhatsApp 70% 60%

Google+ 53% 51%

Skype 44% 42%

Instagram 34% 29%

LinkedIn 34% 22%

Twitter 21% 22%

Small communities love to have fun

Entertainment consumption 60% vs 50% in all urban

Want entertaining/ funny information 41% vs 32% in all urban

If you want reactions, shares and purchase, engage consumers from small communities through fun

content, not corporate wooden language.

Talk more about celebrities

Shared/Talked about celebrities

37% vs 27% in all urban

Activate small communities through influencers that are relevant to them, not just to big cities people.

And use performance to reach and engage.

Pay more attention to fashion & beauty info

Paid attention to

Acted on

Shared/ talked about

46% vs. 39% in all urban

19% vs. 10% in all urban

37% vs. 33% in all urban

Pay more attention to health related news, but share them less

Paid attention

Acted on

Share/talked about

66% vs. 59% in Bucharest

29% vs. 21% in Bucharest

40% vs. 47 in all urban

Pay More Attention To Info About What They Buy, But Share Less

Paid attention

Share/talked about

66% vs. 56% in all urban

41% vs. 47 in all urban

Encourage them to talk about your brand, involve them in your campaigns

Proud of their community

People from small urban are more attached to their community

and they feel proud of their community’s achievements.

Nivelul de trai din Baicoi il putem cataloga ca fiind un pic superior fata de alte orase mici din tara.

Suntem pe harta Romaniei ca o zona a tiglei metalice. Fabricade nasturi, de lumanari, de otel si fasonare – sunt create multelocuri de munca cu ajutorul lor. (barbat, 45, Baicoi)

People want you closer

What can a big brand learn from a local brand?

The personal bond with the clients, because it sees them everyday, knows their needs.

Create a personal and emotional bond with people in small communities.

Not impressed by “Inspirational Messages”

Less people from small communities want inspirational information

15% vs 26% in Bucharest

Brand Popularity Is Important In Small Communities

Consumers in small communities are slower and more

reluctant to adopt new brands, but they are more loyal to a

brand.

They are more readily persuaded by marketing that touches

them directly, such as personal experience or seeing others

using the products/services.

0

5

10

15

20

25

30

35

40

45

50

Trustworthy

Effective

Transparent

Innovative

Essential

Contemporary

Popular

WelcomingPrestigious

Authentic

Purposeful

Influential

Distinctive

Provocative

Entertaining

Small urban

Bucharest

TechnologyIdeal Brand

Small Communities: more

focused on key persuaders

that convince to buy:

• Trust

• Awareness

Big Communities:

• Innovation

• Differentiation

• Welcoming

ContactIrina Roncea – Deputy Manager Director Golinironcea@golin.com

Dr. Traian Năstase – Partener iSense Solutionstraian.nastase@isensesolutions.ro