Presentation on theme: "Establishing the Right Frame"— Presentation transcript
Slide1
Establishing the Right FrameSlide2
Establishing the right frame of reference is important because…
The first thing your prospects want to know is “what” you’re trying to sell them
If the “what” doesn’t fit neatly into a pre-existing category, it creates confusionMinds hate confusion and tend to default to incumbent options whenever it’s present
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The right frame of reference…
3
S
ignals to customers the job that your product or service will do for themSlide4
Classic frames of reference would include categories ranging from…
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Mountain bikes
Smart phones
Fast food
Soft drinks
Sport utility vehicles
WatchesSlide5
But classical framing fails to acknowledge that products and services perform multiple jobs
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Exercise, Adventure,
Commuting, Thrill seeking
Email, Texting, Web browsing, Photos,
Social networking, Gaming, Phone
Breakfast, Lunch, Snack, Dinner, Reward
Refreshment,
Caffeination
, Snack
Commuting, Transporting children, Hauling supplies, Protection from accidents
Telling time, Showing status, monitoring body functions Slide6
What jobs do customers hire cars to do?
6
Relative importance
10
Female car buyers aged 40-50 years
Driving in foul weather (i.e. snow)Slide7
Both frames are informative but option B creates greater clarity for potential customers
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Sport utility vehicle
Child-safe SUV
Framing option A
Framing option BSlide8
Takeaways
Our frames of reference must maximize clarity
Jobs (rather than products) are often the most effective way to express a frame of reference
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The right frame of reference…
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S
ignals to consumers the job that your product or service will do for them
D
ictates the types of associations that will function as points of parity and points of differenceSlide10
Coca-Cola’s points of parity and difference will vary depending on the frame it chooses
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Thirst quenching drinks
Soft drinks
Sport drinks
Energy drinks
Juices
Iced teaSlide11
Points of parity in soft drink and energy drink categories beginning to blur
Soft drink category
TasteAvailabilityServing size variationsCalorie contentEnergy functionality
C
olor
Energy drink category
Energy functionality
Youthful imagery
Calorie
content
Serving size variations
Taste
Availability
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Energy drink category
Energy functionality
Youthful imagery
Calorie content
Serving size variations
Taste
Availability
Soft drink category
Taste
Availability
Serving size variations
Calorie content
Energy functionality
ColorSlide12
Mountain Dew and Monster have been leading this change in their respective categories
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The right frame of reference…
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S
ignals to consumers the job that your product or service will do for them
D
ictates the types of associations that will function as points of parity and points of difference
Accelerates the understanding of new ideas by relating them to things that we already know Slide14
Examples of effective framing
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Horse and carriage
Horseless carriage
(aka: the automobile)Slide15
Examples of effective framing
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Car
Hybrid electric carSlide16
Examples of effective framing
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Personal Organizer
Electronic Organizer
Palm Pilot 1000Slide17
Examples of framing that created confusion
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GM EV1*
E
lectric car
* GM EV1 had a 60 mile range at launch and required 8 hours to fully charge
Apple Newton
Digital Personal Assistant
Segway
Personal transporterSlide18
Summary
Establishing the right frame of reference
is important because customers hate confusion and have a tendency to default to incumbent options whenever its presentEffective framing mitigates this risk by performing 3 essential functions
It signals
to
customers the
job that your
brand will
do for
them
It dictates
the types of associations that will function as points of parity and points of
difference
Finally
, it can accelerate the understanding of new ideas by connecting them to ideas that we already know
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