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Zeus jones kate_kepple

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Oscar Quiroz Salazar

This document discusses analyzing consumer behavior and developing marketing strategies for organizing and cleaning products. It describes the typical consumer journey of maintaining a home which feels like an endless cycle. It identifies pain points around organization and solutions that help organize incrementally and match different definitions of "clean". The document then discusses developing campaigns centered around a customizable concept of "clean" to connect with consumers and showcase diverse families. It provides examples of marketing messages and ads that leverage humor, showcase solutions for the whole family, and measure success in time saved and engagement.

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day by day ¨C play by play consumer journey and analysis
the organization cycle Lego Explosion What to wear to work? Nightly Dinner Weekly Build Up Back to the Start Cleanup Playing Dress Up Laundry Pile Up => Weekend Organization Catch Up
pain points, touch points and product solutions PAIN POINTS Organization and cleaning feel like a never-ending cycle with little sense of completion TOUCH POINTS Evening Pinterest TV spots Digital SOLUTIONS Measure success in time saved and family members engaged. To do this mom needs products that *Help her organize incrementally *Help her family organize incrementally *Fit her definition of ¡°clean¡±
product solutions must be diverse enough to meet differential preferences for mom¡­and her support crew A weekend cleaner is not a weakened cleaner. The Clean Spectrum. ¡°If it¡¯s not a right angle, It¡¯s a wrong angle.¡± ¡°Clean is just clutter in disguise.¡± Reaching out to mom with a humorous and customizable definition of clean creates self-identification and connection, which increases engagement when making product decisions. Making a psychographic connection with mom is more important than making a demographic one. Let her self-select and make sure to showcase ALL KINDS of families for each type of cleaner. To meet variable financial needs, offer different ranges of products that solve the same problem.
insight implication Moms don¡¯t want to be labeled any more than their kids do Let moms self-select their ¡°cleaning identity¡± while showcasing all different ¡°types¡± of families Despite cleaning/organizing ¡°types¡±, moms are driven by family connection Leverage sentiment. Let her know we understand how important ¡°family time¡± really is (and that less cleaning time means more family time) Moms are no longer aspiring to the Martha Stewart model ¨C instead it¡¯s about perfect imperfection. Moms rely on multiple budgets to make decisions: emotional, financial and time. Leverage humor. Moms want to feel understood and , even, celebrated in their imperfection. Engage her through laughter. Deliver Actionable Solutions: Offer product solutions that address a specific need for the entire family. CONSUMER SUMMARY
¡°clean is¡­¡± (the engagement plan)
SAMPLE CAMPAIGN for The Container Store: Spot 1 CLEAN is relative (we don¡¯t judge) ¡°Do you add something to your to-do list just to cross it off? No, like, do you add it AFTER you¡¯ve done it?¡± TV, email and digital outreach will feature one-question quizzes.
mom¡¯s cleaning identity Monica Gellar ------------- Battle Cry: if it¡¯s not a right angle, it¡¯s a wrong angle! Phoebe Bouffey ------------ Battle Cry: I make my own rules. If it¡¯s in a pile, it¡¯s not messy. Rachel Green ------------- Battle Cry: Clean is just clutter in disguise. Label makers Drawer inserts Color coded hangers Hooks Cubbies Door-hangers You can¡¯t be contained¡­but your stuff can Leverage humor and sentiment/nostalgia to engage mom in specific solutions that meet her unique needs.
SAMPLE CAMPAIGN for The Container Store: Spot 2 CLEAN is a team sport (Goodbye, Chore-wheel) Mom can¡¯t keep the house clean without the support of her team. She needs products that meet the diverse needs of her family too. TV, email and digital outreach will feature different challenges and different plays.
the support crew¡¯s cleaning quirks Get your team off the bench and into the play with products that make cleaning easy & fast. THE CHALLENGE: Saturday morning is 20 minutes to clean. THE PLAY: Under the bed roll-aways and storage chairs for Katie and Wes. Hooks and hangers for Dad. Goodbye, Chore-Wheel. THE CHALLENGE: Decrease tornado effect when Katie decides what to wear. THE PLAY: Hooks. Hooks. Baskets. And more hooks. (Folding is the enemy as far as Katie is concerned) Leverage humor and precise articulation of need-state to engage mom.
SAMPLE CAMPAIGN for The Container Store: Digital CLEAN is a process (measure success in time saved and family members engaged) Digital campaign will leverage the makeover model (before and after). This model gives mom a sense of completion when she¡¯s tired and online in the evening. Each submission will feature the classic visual photo, but also include time saved and family members engaged. Moms will share her before/after on Pinterest.
digital engagement with the makeover model Time Saved: 30 minutes a week. Family Members Engaged: 2 (Katie and Dad) Products Used: Shoe Rack Dividers Hanger consolidation BEFORE AFTER

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Zeus jones kate_kepple

  • 1. day by day ¨C play by play consumer journey and analysis
  • 2. the organization cycle Lego Explosion What to wear to work? Nightly Dinner Weekly Build Up Back to the Start Cleanup Playing Dress Up Laundry Pile Up => Weekend Organization Catch Up
  • 3. pain points, touch points and product solutions PAIN POINTS Organization and cleaning feel like a never-ending cycle with little sense of completion TOUCH POINTS Evening Pinterest TV spots Digital SOLUTIONS Measure success in time saved and family members engaged. To do this mom needs products that *Help her organize incrementally *Help her family organize incrementally *Fit her definition of ¡°clean¡±
  • 4. product solutions must be diverse enough to meet differential preferences for mom¡­and her support crew A weekend cleaner is not a weakened cleaner. The Clean Spectrum. ¡°If it¡¯s not a right angle, It¡¯s a wrong angle.¡± ¡°Clean is just clutter in disguise.¡± Reaching out to mom with a humorous and customizable definition of clean creates self-identification and connection, which increases engagement when making product decisions. Making a psychographic connection with mom is more important than making a demographic one. Let her self-select and make sure to showcase ALL KINDS of families for each type of cleaner. To meet variable financial needs, offer different ranges of products that solve the same problem.
  • 5. insight implication Moms don¡¯t want to be labeled any more than their kids do Let moms self-select their ¡°cleaning identity¡± while showcasing all different ¡°types¡± of families Despite cleaning/organizing ¡°types¡±, moms are driven by family connection Leverage sentiment. Let her know we understand how important ¡°family time¡± really is (and that less cleaning time means more family time) Moms are no longer aspiring to the Martha Stewart model ¨C instead it¡¯s about perfect imperfection. Moms rely on multiple budgets to make decisions: emotional, financial and time. Leverage humor. Moms want to feel understood and , even, celebrated in their imperfection. Engage her through laughter. Deliver Actionable Solutions: Offer product solutions that address a specific need for the entire family. CONSUMER SUMMARY
  • 6. ¡°clean is¡­¡± (the engagement plan)
  • 7. SAMPLE CAMPAIGN for The Container Store: Spot 1 CLEAN is relative (we don¡¯t judge) ¡°Do you add something to your to-do list just to cross it off? No, like, do you add it AFTER you¡¯ve done it?¡± TV, email and digital outreach will feature one-question quizzes.
  • 8. mom¡¯s cleaning identity Monica Gellar ------------- Battle Cry: if it¡¯s not a right angle, it¡¯s a wrong angle! Phoebe Bouffey ------------ Battle Cry: I make my own rules. If it¡¯s in a pile, it¡¯s not messy. Rachel Green ------------- Battle Cry: Clean is just clutter in disguise. Label makers Drawer inserts Color coded hangers Hooks Cubbies Door-hangers You can¡¯t be contained¡­but your stuff can Leverage humor and sentiment/nostalgia to engage mom in specific solutions that meet her unique needs.
  • 9. SAMPLE CAMPAIGN for The Container Store: Spot 2 CLEAN is a team sport (Goodbye, Chore-wheel) Mom can¡¯t keep the house clean without the support of her team. She needs products that meet the diverse needs of her family too. TV, email and digital outreach will feature different challenges and different plays.
  • 10. the support crew¡¯s cleaning quirks Get your team off the bench and into the play with products that make cleaning easy & fast. THE CHALLENGE: Saturday morning is 20 minutes to clean. THE PLAY: Under the bed roll-aways and storage chairs for Katie and Wes. Hooks and hangers for Dad. Goodbye, Chore-Wheel. THE CHALLENGE: Decrease tornado effect when Katie decides what to wear. THE PLAY: Hooks. Hooks. Baskets. And more hooks. (Folding is the enemy as far as Katie is concerned) Leverage humor and precise articulation of need-state to engage mom.
  • 11. SAMPLE CAMPAIGN for The Container Store: Digital CLEAN is a process (measure success in time saved and family members engaged) Digital campaign will leverage the makeover model (before and after). This model gives mom a sense of completion when she¡¯s tired and online in the evening. Each submission will feature the classic visual photo, but also include time saved and family members engaged. Moms will share her before/after on Pinterest.
  • 12. digital engagement with the makeover model Time Saved: 30 minutes a week. Family Members Engaged: 2 (Katie and Dad) Products Used: Shoe Rack Dividers Hanger consolidation BEFORE AFTER