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1
CONSUMER
MOODS
BRAND
PRESENCE
BRAND
OPPORTUNITIES
01 02 03
AGENDA
2
Source: Online Survey, N = 946
28th – 30th March in Germany | Mindshare Exclusive
CONSUMER MOODS
3
SURVEY
28TH – 30TH MARCH
0
6.000
12.000
18.000
24.000
30.000
36.000
42.000
48.000
54.000
60.000
66.000
72.000
01.0
3.2
0
02.0
3.2
0
03.0
3.2
0
04.0
3.2
0
05.0
3.2
0
06.0
3.2
0
07.0
3.2
0
08.0
3.2
0
09.0
3.2
0
10.0
3.2
0
11.0
3.2
0
12.0
3.2
0
13.0
3.2
0
14.0
3.2
0
15.0
3.2
0
16.0
3.2
0
17.0
3.2
0
18.0
3.2
0
19.0
3.2
0
20.0
3.2
0
21.0
3.2
0
22.0
3.2
0
23.0
3.2
0
24.0
3.2
0
25.0
3.2
0
26.0
3.2
0
27.0
3.2
0
28.0
3.2
0
29.0
3.2
0
30.0
3.2
0
31.0
3.2
0
New cases Total cases
Data collection
TV-speech
of Merkel
First 2 dead
USA close
border for EU
Prohibition of
major events
Closure of
schools, nurseries
First closure
of borders
DAX below 9000
Public
shut-down
RKI announces
highest risk level
Bavaria announces
restrictions for going out
Announcement of
sociale distancing
Bundestag enacts
bailout of 750 bn €
4
CW 14 IN GERMANY
Source: tagesschau.de | faz.net | zeit.de
ECONOMIC FORECAST WITH SEVERE RECESSION AND FIRST SIGNS OF A TREND
REVERSAL IN THE EXPONENTIAL GROWTH OF NEW INFECTIONS
R E C E S S I O N I N F I G U R E S A GLIMMER OF HOPE BAILOUTS
• The so called “Wirtschaftsweisen”
consider a severe recession in Germany
to be unavoidable due to the massive
consequences of the coronavirus crisis.
• In the best case, the gross domestic
product will fall by 2.8% - in the worst case
by 5.4 %.
• Doubling of infections slows down
• We now have a doubling rate of 8.2 days, on
Wednesday (3pm), in whole Germany. Compared
to 5 days on Sunday
• The view of the neighbour also gives hope. Italy
seems to have survived the worst.
• In Italy there are more cured and less newly
infected
• 2 Billion € support for Start ups
• The German federal goverment wants
to help Start ups to get through the
crisis
• „Our economy lives from new
creations“ – Minister of finance,
Scholz
5
THE DOMINANT FEELING IS TO BE WORRIED
Source: Mindshare survey, March 28 – 30 2020, adults 18-64, n = 946
BUT ONE IN FIVE KEEPS CALM AND CONFIDENT
63%
36%33%
18% 17% 17%
Worried Anxious Doubtful Prepared Confident Calm
MOOD BAROMETER
GERMANY, CW 14
Top-3 positive and
negative feelings
6
PEOPLE CURRENTLY PREFER INFORMATION OVER ENTERTAINMENT
Source: Mindshare survey, March 28 – 30 2020, adults 18-64, n = 946
IT‘S ALL ABOUT NEWS AND HEALTH
77%
82%
81%
75%
69%
69%
83%
77%
87%
90%
92%
91%
85%
87%
87%
88%
93%
93%
93%
94%
-4%
-3%
-3%
-3%
-3%
0%
1%
2%
6%
8%
9%
9%
9%
11%
17%
18%
29%
30%
30%
36%
Drama
Romance
Beauty
Election
Reality Shows
Horror
Thriller
Sci-Fi
Comedy
Personal finance
Nature/Environmental
Nutrition
Educational
Home
International/Foreign affairs
Economy
Public policies
Political News
Health
Local News
Do more/less Reach
CHANGE IN
CONTENT CONSUMPTION
IN TIMES OF CORONA
7
TV IS THE MOST USED AND TRUSTED MEDIUM
Source: Mindshare survey, March 28 – 30 2020, adults 18-64, n = 946
FOLLOWED BY GOVERNMENT WEBSITES
News Radio show
Health professionals
BRAND WEBSITE
Newspaper
News app
TV NEWS STATION
Community organization
School communication
GOVERNTMENT WEBSITES
Online news site
Friends/ family
TV NEWS SHOW
Online Videos
Employer
Radio
ShowRadio
Show
Healthcare
websites
Email Newsletter
Podcast
Blogs
Online Magazines
Magazines
USAGE
TR
US
T7
0%
35
%
0% 70%35%
OPPORTUNITY:
High level of trust as well
for Brand Websites
8
Source: Online Survey, N = 946
28th – 30th March in Germany | Mindshare Exclusive
BRAND PRESENCE
9
F A C E B O O K D O N A T I O N F O R M E D I A P R O T E C T Q U A L I T Y J O U R N A L I S M
• Facebook donates 100 million dollars
• Regional media will get a 25 million dollars as emergency grant
• 75 Million dollars will be given to media companies around the globe
• Nancy Lane says the money shall not only support journalism during
this crisis but also accelerate the digital transformation
• Facebook boss Mark Zuckerberg believes it is essential for news to be
100% true during a crisis like this. He sees himself responsible to
guarantee this. So Facebook donates so much money to journalism.
• Corona blesses the news sites with record acceses. But many companies
don´t advertise here anymore since their brand safety prevents it. This leads
to a high programmatic revenue loss for the news sites.
• The ads seen now are mostly about breathing masks and antiseptics
(Products that are not available right now) – those ads support panic which
leads to shortages, higher prices and clickbait.
• We could assess this as a „programmatic hiding of the reality“ since we
only see ads of unavailable products and this hurts quality journalism
• Taboola wants to help quality journalism by blocking fake news, misleading
ads and any ads that bait with Corona
RISING AWARENESS FOR THE
Source: wuv.de | Horizont.net
VALUE OF QUALITY JOURNALISM
10
BRAND PURPOSE AND TRUST
Source: 2020 Edelman Trust Barometer Special Report:Brands and the Coronavirus, data collected March 23-26, 2020, n = 1000 for Germany
ALWAYS PAY BACK
63%
48%
45%
45%
Brands and companies that I see placing their profits
before people during this crisis will lose my trust forever
In this time of crisis, I am turning more and more to
the brands that I am absolutely sure that I can trust
Hearing from brands I use about what they are doing to
respond to the pandemic is comforting and reassuring to me
How well a brand responds to this crisis will have a huge
impact on my likelihood to buy that brand in the future
1 SHOW UP AND DO YOUR PART
Now is not the time to disappear
2 DON’T ACT ALONE
There is strength in collaboration
3 SOLVE, DON’T SELL
React on problems people are facing
4 COMMUNICATE
With emotion, compassion and facts
11
RECESSION
ANTICYCLICAL ADVERTISING OFFERS
Index: 2011 = 100Source: GfK/Serviceplan, GfK HomeScan Panel, Nielsen gross spendings
OPPORTUNITY TO GROW MARKET SHARE
ANALYSIS OF APPROX.
1000 FMCG BRANDS
RECESSION
116
145
186
100
66 73 67
2001 2002 2003 2004 2005 2006 2007 2008 2009
Market share
115128
140
100
88 9384
2001 2002 2003 2004 2005 2006 2007 2008 2009
Winner brands Loser brands
Advertizing
expenditure
Activities of winner brands
during times of recession:
1) High ad expenditures
2) Launch of new products
3) Acquisition of new customers
12
FOR BRANDS TRADITIONAL MEDIA AND OWNED CHANNELS ARE PREFERED
Source: 2020 Edelman Trust Barometer Special Report:Brands and the Coronavirus, data collected March 23-26, 2020, n = 1000 for Germany
39%
36%
28%
22%
18%
12%
7%
6%
5%
TV, radio, newspapers
Brand's website
Texts
Streaming videos
Regular mail
TO COMMUNICATE ABOUT THE RESPONSE TO THE PANDEMIC
ALIGN YOUR COMMUNICATION
FOR CREDIBLE INFORMATION
USE CREDIBLE CHANNELS
FOR ENTERTAINMENT
YOU CAN GO BROADER
13
THE MASLOW‘S HIERARCHY REFLECT HOW APPROPRIATE
Source: Mindshare survey, March 28 – 30 2020, adults 18-64, n = 946
IT IS TO DO THINGS RELATED TO CORONA
38%
40%
42%
49%
49%
51%
53%
54%
54%
56%
57%
59%
60%
61%
62%
68%
71%
Candy brands
Luxury brands
Auto brands
Pet care brands
Insurance brands
Entertainment brands
Financial services brands
Beverage brands
Travel/Hotel brands
Retail brand (e.g. apparel)
Personal care brand (e.g. deodorant, lotion)
Utility services (e.f. gas, electricity)
Technology brands
Restaurant brands
Home care brands (e.g. cleaning, décor)
Food brands (e.g. packages)
Health care brands (e.g. otc medicine)
BRANDS AND
CORONAVIRUS
How appropriate is it for
the following brands to do
things related to
coronavirus?
14
EXPECTATIONS OF BRANDS ARE DIVERSE –
Source: Mindshare survey, March 28 – 30 2020, adults 18-64, n = 946
ONLY 5% EXPECT NOTHING AT ALL
5%
12%
28%
31%
32%
35%
41%
42%
42%
47%
49%
50%
53%
54%
60%
What could a brand or a
company do to help with
coronavirus?
BRANDS AND
CORONAVIRUS
Advocate for worker affected
Comply with government regulations
Contribute to research
Donate money
Take measures of ist own
Stop false misconceptions from speading
To make informative content to help people
Donate supplies
Advocate for affordable health care
Advocate for sich leave for all workers
Provide more information about the virus/infection diseases
Provide more information on product availability
To make empathic content to support or reassure people
Create humorous content to watch and read
Nothing
15
DOING GOOD IS NOTICED
Source: Mindshare survey, March 28 – 30 2020, adults 18-64, n = 946 | Horizont.net
Ebay
Tesla
Desinfection in general
BASF
RTL
Amazon
Breweries, spirit brands in general
DM
Lidl
Mercedes-Benz
Deutsches Rotes Kreuz
Supermarkets, groveries in general
VW
Bundesligavereine, football players in general
Jägermeister
Rewe
Bosch
Sagrotan
Aldi
Edeka
Trigema
Awareness of brands that
are helping with the crisis
Free answers: Count >4
BRANDS AND CORONAVIRUS
ADJUST PRODUCTION
EMOTIONAL ADDRESS
EMOTIONAL ADDRESS
16
Source: Online Survey, N = 946
Mindshare Exclusive
IDENTIFICATION OFBRAND OPPORTUNITIES
17
HOW BRANDS FIND THEIR VALUE OPPORTUNITIES
18
HOUSEHOLD RESPONSIBLES IN HOME-OFFICE WITH SCHOOLCHILDREN
Source: Mindshare survey, March 28 – 30 2020, Adults 18-64, N=946 19
EXAMPLE
Educational now more than ever i126
I have run out of things to watch/read/listen i161
1
2
31
2
3
1
2
3
I buy more alcohol i149
Follow an online fitness app/sports
programme even more now i141
I‘m satisfiyed about the
information I get online i182
I’ve deliberately cut down how much
time I spend using technology i309
TELCO BRAND &
Source: Mindshare survey, March 28 – 30 2020, adults 18-64, n = 946 20
VALUE PROPOSITION EXAMPLES
Brandfit in connection
with corona virus in
entertainment
i121
Brandfit in connection
with corona virus in
technology
i108
WATCH OUT
FOR THE
NEXT EPISODE
21