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1 UK I FRANCE I ITALY Trend Setters Building momentum behind great innovation Jan Worsley Date: August 2012 Taste Setters Jan Worsley.

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Presentation on theme: "1 UK I FRANCE I ITALY Trend Setters Building momentum behind great innovation Jan Worsley Date: August 2012 Taste Setters Jan Worsley."— Presentation transcript:

1 1 UK I FRANCE I ITALY Trend Setters Building momentum behind great innovation Jan Worsley Date: August 2012 Taste Setters Jan Worsley

2 2 I’m Jan Worsley

3 3 1921

4 4

5 5 `

6 `

7 ` Time since launch

8 The success of any kind of social epidemic is… dependent on… people with a particular and rare set of social gifts.

9 Seek the new Sell the new Spread the new

10 Taste Setters Silent Adopters Social Adopters Settled Tastes

11 11 more likely to buy 2½ x

12 is… dependent on… people with a particular and rare set of social gifts. 2½ x more likely to buy 3 x more likely to recommend 2 x more friends

13 13 UK I FRANCE I ITALY Trend Setters Building momentum behind great innovation Jan Worsley Date: August 2012 Who are Taste Setters?

14 MATCHED: GENDERMATCHED: FEMALE MALE

15 MATCHED: NORTH SOUTH

16 MATCHED: SOCIAL CLASS

17 RISK TAKERS

18

19

20 20 61% agree ads help me choose what to buy

21 21 to look for product ratings online times more likely TASTE SETTERS Jan Worsley

22 22 FACEBOOK Twice as likely to tweet

23 23 UK I FRANCE I ITALY Trend Setters Building momentum behind great innovation Jan Worsley Date: August 2012 How can we use Taste Setters?

24 “The Red Queen has to run faster and faster in order to keep still where she is.” Lewis Carol, Through the looking glass

25 25 Category importance % buyers that are Taste Setters within each category

26

27 27 Appeal to everyone Appeal to Taste Setters

28 28 Appeal to everyone Appeal to Taste Setters Fresh Pioneers Before their time

29 29 Appeal to everyone Appeal to Taste Setters Fresh Pioneers Taste Setters build acceptance SM & viral comms Contagious Stars Taste setters drive sales Multi-channel comms Mass Followers Taste Setters not engaged Mass comms

30 30 People are social creatures, spreading ideas from person to person The most successful food and drink innovation capitalises on these social interactions Building a social epidemic requires the a particular group of people. Those who… Seek the new Sell the new Spread the new We have called this group Taste Setters and created a way to identify them Understanding these Taste Setters allows you to make NPD research more efficient measure how important NPD is within your category and brand avoid throwing away good ideas, if they’re just before their time get the right launch comms strategy for your new product Summary Presentation in a nutshell

31 Thank you


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