Space studie magazinemedia

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Marketing

Published on March 6, 2014

Author: magazinemediaBE

Source: slideshare.net

4/03/2014 DNA is a matter of CONNECTIONS

Agenda 3

A SMALL PIECE OF PHILOSOPHY 4

When we were young… 5

…then the consumer changed, and things get complicated ! 6

Consumer power 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/muqgsjipvfcex http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9787581/McDonalds-rebrands-toMaccas-in-Australia.html http://nikeplus.nike.com/plus/ 7

We need an innovative toolbox that follows consumer 8

how do you set in an era of 9

in a world where , and media could be is 10

How do you in this brand & consumer 11

Agenda 12

SOME BUILDING FIGURES 13

Touchpoints, from mass media as TV or Newspapers, to Word of Mouth or relatives recommendation Categories of products & brands, FMCG or services, with high and low implication 40 5200 16 140 Online interviews, broad representativity criteria : Language, region, gender, age, family size, urbanisation Social class, responsible for purchase, kids,… Brands, investigating both users and non-users 14

Average interviews per category Minutes interview duration 653 453 Awareness for any brand in «n» respondents 20 256 Mean respondents per touchpoint 15

Not based on memory, but on the perceived role of each Touchpoint 16

Single source research, from brand diagnosis to consumer perception 17

Strategic tool built to take concrete actions ! 18

What’s the of the Brand perception in the Consumer space and how can we Connect more effectively 19

Agenda 20

CONNECTING BRAND AND CONSUMERS 21

In a journey Two major data are measured : consumer evolution and brand strength Linked & connected 22

In a journey 23

BRAND’S CONNECTION D Discover ‘Ngage N Action A 24

vitality relevance credibility quality differentiation superiority A ‘N D awareness empathy seduction innovation status inform opinion implication fan Pay more Consideration 25

Our touchpoints: the DNA view Discover (15) • • • • • • • • • • • • • • • 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 ‘N gage (13) • • • • • • • • • • • 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 Act (12) • • • • • • • • • • • • 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

Touchpoint mappings on the 18 different factors, or a combination of it 27

SOME RESULTS EXEMPLES 28

BRAND POWER : Brand vs Category 29

CONSUMER LIFELINE 30

Touchpoints boosting « Brand status » on total 15-54 31

32

Agenda 33

COOL(S’) RESULTS 34

Jan 2014 Media work hard for brands demonstrates

Remember that we know much about brands… 36

vitality relevance credibility quality differentiation superiority A ‘N D awareness empathy seduction innovation status inform opinion implication fan Pay more Consideration 37

16 product categories 140 brands 656 respondents /category 38

What link between Pulsar KPIs & communication of the surveyed brands ? 39

Crossing worlds How do those brands use media ? 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 40

SOI vs awareness index 200 180 160 AWARENESS INDEX 140 120 100 80 60 40 20 R = 0,50 p<0,0001 0 0 10 20 30 40 50 60 70 SHARE OF INVESTMENTS IN THE CATEGORY (MDB) 80 90 41

Media investments increase relative brand awareness by 2.6 Index awareness Share of invesment 160 30 140 25 120 20 100 80 15 60 10 40 *2.6 20 5 0 0 0-20 21-40 41-60 61-80 >80 Awareness index percentiles 42

SOI vs resilience * index 250 RESILIENCE INDEX 200 150 100 50 R = 0,36 p<0,0001 0 0 10 20 30 40 50 60 70 SHARE OF INVESTMENTS IN THE CATEGORY (MDB) 80 * 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]” 90 43

Media investments increase relative brand resilience by 2 Index resilience Share of invesment 140 25 120 20 100 15 80 60 10 40 *2 20 5 0 0 0-20 21-40 41-60 61-80 >80 Resilience index percentiles 44

SOI vs % involved * with the brand 70 60 RESILIENCE INDEX 50 40 30 20 10 R = 0,36 p<0,0001 0 0 10 20 30 40 50 60 70 SHARE OF INVESTMENTS IN THE CATEGORY (MDB) 80 * Top boxes (≥7/10) agreement with following statement : « to which extent you are interested in brand X » vs all who know the brand. 90 45

Paths to glory Involvement AV media Nb media Share invest Top opinion Recommend Awareness Resilience Simplified correlations landscape… Relations @ significance level alpha=0,01 FAN 46

« Media investments make brands stronger » Obvious ?? Those facts are : Belgian recent robust Dec 2012-Jan 2013 @ the heart of the crisis 16 categories 140 brands 47

What’s next ? 10 REASONS TO INVEST MEDIA MONEY IN BELGIUM 48

Reinforcing these findings The most important driver of long-term growth remains the level of share of voice We may notice a brand on the shelf, and feel slightly more positive about it, simply because we have seen it more (or its advertising more). Feelings about brands outlast memories of facts & figures about the brand For established brands (ie for most advertising) the need to refresh [memories] is paramount. Les Binet, Peter Field The Long and the short of it. Balancing Short and LongTerm Marketing Strategies IPA 2013 Byron Sharp How brands grow. What marketers don’t know Oxford University Press 2010 49

Agenda 50

The other way around Idx vs TOUCHPOINT UNIVERSE Touchpoint’s sweet spot MORE UPLIFT 51

CLASSICAL MAGS 52

What are the biggest strengths of magazines in the eyes of SC 1 to 4 MAGAZINE ADS - SC 1-->4 1,10 encourage dreaming innovation 1,05 popularity 1,00 3,0 3,5 4,0 4,5 5,0 5,5 TOM image omnipresence consumers' choice 6,0 6,5 relevance curiosity dynamisme 7,0 7,5 empathy change purchase habits 0,95 conversations ask questions status do a service 0,90 fidelity direct contact 0,85 53 0,80

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 ? MAGAZINE ADS - SC 1-->4 paid 1,15 1,10 encourage dreaming innovation consumers' choice 1,05 image popularity TOM relevance change purchase habits 3,0 3,5 4,0 4,5 5,0 1,00 empathy conversations status do a service 5,5 ask questions curiosity omnipresence dynamisme 6,0 6,5 7,0 7,5 0,95 fidelity direct contact 0,90 0,85 0,80 57

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… Present Novelties Encourage Dreaming BUT it’s not proper to only mags, so would our other media capabilities take us out of the « tenor clutter »? 59

A FOCUS 60

What are the biggest strengths of magazines in the eyes of women NL MAGAZINES WOMEN NL 1,20 1,15 1,10 1,05 0,0 1,0 2,0 3,0 4,0 encourage dreaming TOM popularity 1,00 relevance curiosity consumers' choice conversations 5,0 6,0 7,0 image empathy dynamisme 0,95 omnipresence innovation 8,0 do a service 0,90 change purchase habits fidelity ask questions 0,85 status direct contact 0,80 0,75 0,70 0,65 0,60 61

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 ? MAGAZINES WOMEN NL Paid 1,10 encourage dreaming 1,05 innovation popularity TOM consumers' choice conversations curiosity dynamisme image 1,00 empathy 5,0 6,0 7,0 relevance 0,0 1,0 2,0 3,0 4,0 8,0 0,95 change purchase habits do a service omnipresence ask questions status fidelity 0,90 direct contact 0,85 0,80 63

When confronted to other touchpoints on the « dreaming » factor 64

What if we cross with the overscoring « innovation » factor? Not much of them are « ads » 65

What are the strengths in the south? MAGAZINES WOMEN FR 1,10 encourage dreaming 1,05 image innovation 1,00 0,0 1,0 2,0 3,0 4,0 consumers' choice 6,0 popularity 7,0 omnipresence ask questions TOM fidelity relevance 0,95 conversations curiosity dynamisme change purchase habits do a service 5,0 status 8,0 0,90 empathy direct contact 0,85 0,80 0,75 66

We are almost the 2nd covering media on the dreaming factor! 67

When focussing on paid, a trio appears : dreaming, innovation, image MAGAZINES WOMEN FR Paid 1,20 1,10 encourage dreaming image consumers' choice fidelity 0,0 1,0 2,0 3,0 4,0 status do a service 5,0 popularity innovation 1,00 conversations ask questions 6,0 7,0 relevance omnipresence curiosity TOM change purchase habits dynamisme empathy direct contact 8,0 0,90 0,80 0,70 68 0,60

But on these items, we are not alone! 69

So… Encourage Dreaming Present Novelties Image Builder 70

TODAY IT’S ALL ABOUT CONTENT 71

Better results than ads, more uplifts vs average touchpoints, but not 1 definite strength standing out ! EDITORIAL CONTENT - SC 1--> 4 1,08 consumers' choice empathy 1,06 change purchase habits image popularity 1,04 conversations status 1,02 dynamisme direct contact encourage dreaming 1,00 4,0 4,5 curiosity relevance 5,0 5,5 ask questions 6,0 TOM 0,98 0,96 6,5 7,0 innovation omnipresence do a service fidelity 0,94 72 0,92

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! EDITORIAL CONTENT - SC 1--> 4 paid 1,14 1,12 change purchase habits consumers' choice empathy 1,10 image 1,08 status direct contact popularity conversations 1,06 dynamisme ask questions 1,04 curiosity relevance encourage dreaming 1,02 innovation do a service 1,00 4,0 4,5 fidelity 5,0 5,5 6,0 TOM 6,5 7,0 0,98 omnipresence 0,96 0,94 75

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 Present Novelties Encourage Dreaming Influencing consumers’ choice 77

A FOCUS 78

Some very interesting elements are showing up with this point of view EDITORIAL CONTENT WOMEN NL 1,06 popularity 1,04 conversations change purchase habits 1,02 empathy encourage dreaming image innovation curiosity consumers' choice 1,00 0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0 relevance status 0,98 direct contact 0,96 fidelity 0,94 omnipresence dynamisme TOM ask questions do a service 0,92 0,90 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 EDITORIAL CONTENT WOMEN NL Paid 1,10 change purchase habits 1,08 popularity conversations image 1,06 empathy consumers' choice 1,04 direct contact encourage dreaming status 1,02 curiosity innovation relevance 1,00 0,0 1,0 2,0 3,0 4,0 5,0 6,0 ask questions fidelity 0,98 7,0 8,0 dynamisme do a service 0,96 0,94 omnipresence TOM 81

And it’s deffinitely an asset, and it’s also differentiating ! Not « real » competitors 82

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 ! EDITORIAL CONTENT WOMEN FR 1,12 change purchase habits 1,10 Higher avg uplift vs NL image 1,08 1,06 1,04 popularity consumers' choice empathy innovation 1,02 0,0 1,0 2,0 3,0 4,0 conversations do a service curiosity fidelity 1,00 dynamisme status 5,0 6,0 7,0 TOM 8,0 0,98 ask questions direct contact omnipresence 0,96 relevance encourage dreaming 0,94 85

And we are almost alone, again, TV on our way… 86

When focusing only on paid media, it becomes our strongest asset EDITORIAL CONTENT WOMEN FR paid 1,16 change purchase habits 1,14 image 1,12 1,10 empathy 1,08 consumers' choice popularity 1,06 fidelity conversations status do a service 1,04 innovation direct contact dynamisme 1,02 1,00 0,0 1,0 2,0 3,0 4,0 5,0 curiosity 6,0 TOM 7,0 ask questions 8,0 encourage dreaming 0,98 relevance omnipresence 0,96 87

The difference in uplift does not reflect the difference in « budget » 88

When we know how sensitive advertisers are with sales… Changing purchase habits Knowing that « special offers in media » remains on top of most of results 89

CONCLUSION 103

When combining all aspects of the media offer, you’re, on target, present in all steps of the journey towards buying act ! Encourage Dreaming Influencing consumers’ choice 104

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