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DNA is a matter of
CONNECTIONS 4/0
3/2
014
3
Agenda
A SMALL
PIECE OF
PHILOSOPHY
4
When we were young…
5
…then the consumer changed,
and things get complicated !
6
Consumer power
7
http://www.rue89.com/2010/10/12/le-web-a-gagne-gap-conserve-son-logo-couac-ou-buzz-170752
http://www.mm.be/fr/newsletter/web/10184/muqgsjipvfcexhttp://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9787581/McDonalds-rebrands-to-Maccas-in-Australia.htmlhttp://nikeplus.nike.com/plus/
8
We need an
innovative
toolbox
that follows
consumer
how do you set
in an era of
9
in a world where is
, and media could be
10
How do you brand & consumer
in this
11
12
Agenda
SOME
BUILDING
FIGURES
13
14
5200
16 140
40
Touchpoints, from mass media
as TV or
Newspapers, to
Word of Mouth or
relatives
recommendation
Online
interviews, broad
representativity
criteria :
Language, region,
gender, age, family
size, urbanisation
Social class,
responsible for
purchase, kids,…
Categories of
products &
brands, FMCG or services,
with high and
low implication
Brands,investigating
both users and
non-users
15
Average
interviews per
category
Awareness for
any brand in
« n »
respondents
Minutes
interview
duration
Mean
respondents
per
touchpoint
653 453
25620
16
Not based on memory,
but on the perceived role of each Touchpoint
17
Single source research,
from brand diagnosis to consumer perception
18
Strategic tool
built to take concrete actions !
19
What’s the
of the Brand perception in the Consumer space
and how can we Connect more effectively
20
Agenda
CONNECTING
BRAND AND
CONSUMERS
21
In a journey
Two major data are measured :
consumer evolution and brand strength
22
Linked
&
connected
23
In a journey
24
Discover ‘Ngage ActionD
BRAND’S CONNECTION
N A
25
D ‘N A
vitality
awareness
relevance
credibility
quality
empathy
seduction
innovation
status superiority
differentiation
inform
implication
opinion fan
Consideration
Pay more
Discover (15) ‘N gage (13) Act (12)
• Ads in social media• Ambient OOH• Banner ads• Cinema ad• FLP ads• Magazines ads• Mobile ad• Newspaper ad• Online video ads• OOH ad in public transport• Radio ads• Special offers in media• Street poster ad• TV ad• Product placement TV
• Brand content in mag• Brand content newsp• Brand page on FB• Brand website• Reco by experts• Reco by media editorial• Smartphone apps• Sponsored events• Sponsored radio progr• Sponsored TV program• Sponsored website
sections• Branded TV programme• Radio editorial
• Addressed (e)mail• Branded shops• Flyers or brochures• Free samples• In store ads• POS ad• Reco by friends or relatives• Search engines• Shared brand content• SMS ads/offers• Social media conversations• Special POS offer
Our touchpoints: the DNA view
27
Touchpoint mappings on the 18 different factors,
or a combination of it
SOME
RESULTS
EXEMPLES
28
BRAND POWER : Brand vs Category
29
CONSUMER LIFELINE
30
31
Touchpoints boosting « Brand status »
on total 15-54
32
33
Agenda
COOL(S’)
RESULTS
34
Media work hard for brands
demonstrates
Jan 2014
36
Remember that we know
much about brands…
37
D ‘N A
vitality
awareness
relevance
credibility
quality
empathy
seduction
innovation
status superiority
differentiation
inform
implication
opinion fan
Consideration
Pay more
38
16 product categories
140 brands
656 respondents /category
39
What link between
Pulsar KPIs & communication
of the surveyed brands ?
Crossing worlds
40
3 year (2010-2012)
media value @ brand
level:
- Which media mix
- Nb media used
- Share of investment
within category *
NB: the relative value (share in %)
discards the difference between
high- and low-investing categories
How do thosebrands use media ?
SOI vs awareness index
41
0
20
40
60
80
100
120
140
160
180
200
0 10 20 30 40 50 60 70 80 90
AW
AR
ENES
SIN
DEX
SHARE OF INVESTMENTS IN THE CATEGORY (MDB)
R = 0,50 p<0,0001
Media investments increase
relative brand awareness by 2.6
42
0
5
10
15
20
25
30
0
20
40
60
80
100
120
140
160
0-20 21-40 41-60 61-80 >80
Awareness index percentiles
Index awareness Share of invesment
*2.6
SOI vs resilience * index
43
0
50
100
150
200
250
0 10 20 30 40 50 60 70 80 90
RES
ILIE
NC
EIN
DEX
SHARE OF INVESTMENTS IN THE CATEGORY (MDB)
* Agreement with following statement : « whatever the negative comments on that brand, I
will go on using it/choosing it/be a client of this company [customised per category]”
R = 0,36 p<0,0001
Media investments increase
relative brand resilience by 2
44
0
5
10
15
20
25
0
20
40
60
80
100
120
140
0-20 21-40 41-60 61-80 >80
Resilience index percentiles
Index resilience Share of invesment
*2
SOI vs % involved * with the brand
45
0
10
20
30
40
50
60
70
0 10 20 30 40 50 60 70 80 90
RES
ILIE
NC
EIN
DEX
SHARE OF INVESTMENTS IN THE CATEGORY (MDB)
* Top boxes (≥7/10) agreement with following statement : « to which extent you are interested
in brand X » vs all who know the brand.
R = 0,36 p<0,0001
Paths to glory
46
AV media
Nb media Awareness
Share
invest
Resilience
In-
volvement
Recom-
mend
FAN
Top
opinion
Simplified correlations landscape… Relations @ significance level alpha=0,01
« Media investments
make brands stronger »
47
Obvious ??
Those facts are :
Belgian
recent
robust
Dec 2012-Jan 2013
@ the heart of the crisis
16 categories
140 brands
What’s next ?
48
10 REASONS TO INVEST MEDIA MONEY IN BELGIUM
Reinforcing these findings
49
Feelings about brands outlast memories of facts& figures about the brand
The most important driver of long-term growthremains the level of shareof voice
We may notice a brand on the shelf, and feel slightlymore positive about it, simply because we have seen it more (or itsadvertising more).
For established brands (iefor most advertising) the need to refresh [memories] is paramount.
Byron Sharp How brands grow. What marketers don’t knowOxford University Press 2010
Les Binet, Peter Field The Long and the short of it. Balancing Short and Long-Term Marketing StrategiesIPA 2013
50
Agenda
The other way around
51
MORE UPLIFT
Idx vs TOUCHPOINT
UNIVERSE Touchpoint’s
sweet
spot
CLASSICAL
MAGS
52
53
What are the biggest strengths of
magazines in the eyes of SC 1 to 4
innovation
TOM
omnipresence
curiosity
popularity
image
dynamisme
consumers' choice
relevance
encourage dreaming
ask questionsconversations
empathy
change purchase habits
direct contact
fidelity
do a servicestatus
0,80
0,85
0,90
0,95
1,00
1,05
1,10
3,0 3,5 4,0 4,5 5,0 5,5 6,0 6,5 7,0 7,5
MAGAZINE ADS - SC 1-->4
If we zoom on innovation on SC 1 4, with what
touchpoints are we competing?
54
If it’s on « encourage dreaming » that we check,
does it changes a lot?
55
Would a combination of both be our « trigger
effect »
56
What if we only take « paid media » into
account ?
57
innovation
TOM
omnipresence
curiosity
popularityimage
dynamisme
consumers' choice
relevance
encourage dreaming
ask questionsconversations
empathy
change purchase habits
direct contact
fidelity
do a servicestatus
0,80
0,85
0,90
0,95
1,00
1,05
1,10
1,15
3,0 3,5 4,0 4,5 5,0 5,5 6,0 6,5 7,0 7,5
MAGAZINE ADS - SC 1-->4 paid
Innovation vs all other « paid » touchpoints really
takes us out of the clutter…?
58
So, status as such doesn’t stand out, but
the vehicles of it are deffinitely there…
59
Encourage Dreaming
Present Novelties
BUT it’s not proper to only mags, so would our
other media capabilities take us out of the
« tenor clutter »?
A FOCUS
60
61
What are the biggest strengths of
magazines in the eyes of women NL
innovation
TOM
curiosity
popularity
imagedynamisme
consumers' choice
omnipresence
relevanceconversations
encourage dreaming
empathy
do a service
fidelity
direct contact
ask questions
change purchase habitsstatus
0,60
0,65
0,70
0,75
0,80
0,85
0,90
0,95
1,00
1,05
1,10
1,15
1,20
0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0
MAGAZINES WOMEN NL
In all the touchpoint galaxy, what are the most
uplifting innovation ones on women NL
62
What if we only take « paid media » into
account ?
63
innovation
TOM
curiosity
popularity
imagedynamisme
consumers' choice
omnipresence
relevance
conversations
encourage dreaming
empathy
do a service
fidelity
direct contact
ask questions
change purchase habits
status
0,80
0,85
0,90
0,95
1,00
1,05
1,10
0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0
MAGAZINES WOMEN NL Paid
When confronted to other touchpoints on
the « dreaming » factor
64
What if we cross with the overscoring
« innovation » factor?
65
Not much of them are « ads »
What are the strengths in the south?
66
innovation
TOMomnipresence
ask questions
image
popularity
curiositydynamisme
relevance
consumers' choice
encourage dreaming
conversations
change purchase habits
fidelity
empathy
direct contact
do a service
status
0,75
0,80
0,85
0,90
0,95
1,00
1,05
1,10
0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0
MAGAZINES WOMEN FR
We are almost the 2nd covering media on
the dreaming factor!
67
When focussing on paid, a trio appears :
dreaming, innovation, image
68
innovation
TOMomnipresenceask questions
image
popularity
curiosity
dynamisme
relevance
consumers' choice
encourage dreaming
conversations
change purchase habits
fidelity
empathy
direct contact
do a service
status
0,60
0,70
0,80
0,90
1,00
1,10
1,20
0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0
MAGAZINES WOMEN FR Paid
But on these items, we are not alone!
69
So…
70
Encourage Dreaming
Present Novelties
Image Builder
TODAY IT’S ALL
ABOUT CONTENT
71
Better results than ads, more uplifts vs average
touchpoints, but not 1 definite strength standing out !
72
innovationTOM
popularity
image
curiosity
dynamisme
consumers' choice
omnipresence
relevance
empathy
conversations
ask questions
direct contact
change purchase habits
encourage dreaming
fidelity
do a service
status
0,92
0,94
0,96
0,98
1,00
1,02
1,04
1,06
1,08
4,0 4,5 5,0 5,5 6,0 6,5 7,0
EDITORIAL CONTENT - SC 1--> 4
Are we more influencing peoples’ choice than others…
interesting when one of our core target are people with
buying power
73
When combining : choice, image and popularity,
are we standing out?
74
But yes, vs paid media, editorial is
definitely more and better doing the job,
all the jobs!
75
innovation
TOM
popularity
image
curiosity
dynamisme
consumers' choice
omnipresence
relevance
empathy
conversations
ask questions
direct contact
change purchase habits
encourage dreaming
fidelity
do a service
status
0,94
0,96
0,98
1,00
1,02
1,04
1,06
1,08
1,10
1,12
1,14
4,0 4,5 5,0 5,5 6,0 6,5 7,0
EDITORIAL CONTENT - SC 1--> 4 paid
Let’s only check on consumers’ choice!
76
Next to image building items, editorial power is
much more on the Act, than on the ‘Ngagement
77
Encourage Dreaming
Present Novelties
Influencing consumers’
choice
A FOCUS
78
innovation
popularity
curiosity
image
consumers' choice
omnipresence
TOM
conversations
dynamisme
relevance
empathy
direct contact
encourage dreaming
change purchase habits
fidelity
do a service
ask questions
status
0,90
0,92
0,94
0,96
0,98
1,00
1,02
1,04
1,06
0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0
EDITORIAL CONTENT WOMEN NL
Some very interesting elements are showing
up with this point of view
79
The content can compensate the lack of advertising
and helps on other points, but still, we have tough
competitor…on all sides!
80
When taking only the paid media into account,
one differentiating asset shows up
81
innovation
popularity
curiosity
image
consumers' choice
omnipresenceTOM
conversations
dynamisme
relevance
empathy
direct contact
encourage dreaming
change purchase habits
fidelity
do a service
ask questions
status
0,94
0,96
0,98
1,00
1,02
1,04
1,06
1,08
1,10
0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0
EDITORIAL CONTENT WOMEN NL Paid
And it’s deffinitely an asset, and it’s also
differentiating !
82
Not « real »
competitors
When taking only paid media into account, even on our
strong assets,TV remains difficult to beat!
83
On all of the 3 assets (popularity, conversations and
changing habits) we take the lead, except for TV
programs but there, costs will make a difference!
84
In the south we see the real uplifting power of content !
85
innovation
TOM
image
curiosity
popularity
dynamisme
omnipresence
change purchase habits
ask questions
consumers' choice
relevance
conversations
empathy
direct contact
fidelitydo a service
encourage dreaming
status
0,94
0,96
0,98
1,00
1,02
1,04
1,06
1,08
1,10
1,12
0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0
EDITORIAL CONTENT WOMEN FR
Higher avg uplift vs NL
And we are almost alone, again, TV on
our way…
86
When focusing only on paid media, it
becomes our strongest asset
87
innovation
TOM
image
curiosity
popularity
dynamisme
omnipresence
change purchase habits
ask questions
consumers' choice
relevance
conversations
empathy
direct contact
fidelity
do a service
encourage dreaming
status
0,96
0,98
1,00
1,02
1,04
1,06
1,08
1,10
1,12
1,14
1,16
0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0
EDITORIAL CONTENT WOMEN FR paid
The difference in uplift does not reflect
the difference in « budget »
88
When we know how sensitive advertisers
are with sales…
89
Changing purchase habits
Knowing that « special offers in media »
remains on top of most of results
CONCLUSION
103
When combining all aspects of the media offer, you’re,
on target, present in all steps of the journey towards
buying act !
104
Encourage Dreaming
Influencing consumers’
choice