Arming agencies-for-pitch-study

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Arming agencies-for-pitch-study

  1. 1. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  2. 2. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. • Purpose • Analytics that Inform & Empower • Case Study: Pitch Support for Best Buy • Key Takeaways for Agencies • Social Intelligence Value Models – Improving the Pitch with Social Intelligence (IPSI) Model – Effective Advertising with Social Intelligence (EASI) Model AGENDA
  3. 3. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. Operating in an intensely fierce competitive environment, every advertising agency vies to deliver the most compelling pitch to a prospect account. With several global agency clients, the dynamics of the agency-client pitch piqued our interest at Crimson Hexagon. We were curious: how can we develop a model from which agencies can derive new value and help win new business? Through deep analysis of social data, we seek to discover opportunities for agencies to streamline the production of compelling content to incorporate into a pitch deck. We discuss our research findings, and explain the implications for creative, media, and full-service agencies. PURPOSE
  4. 4. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. Crimson Hexagon is uniquely effective in analyzing and interpreting conversation surrounding distinct facets of the customer experience. We provide differentiation value to our agency clients by uncovering and quantifying conversational nuances around brand perception, purchase environment, product and service appeal, advertising campaigns, celebrity endorsers, and much more. To conduct this study, we had to dig deeper than basic sentiment classifications to accurately discern consumer expectations and motivations. By linking these nuanced opinions to our strategic research objective, Crimson Hexagon delivers social intelligence on a potential client’s business that can be strategically leveraged by agencies in a pitch setting. ANALYTICS THAT INFORM & EMPOWER
  5. 5. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. RETAILER: Best Buy BUSINESS QUESTION: How can we deliver a more compelling pitch for a new account? METHOD: Develop a framework for enhancing pitch materials by analyzing the online conversations around shopping in-store at Best Buy over a 12-month period. CASE STUDY: AGENCY PITCH SUPPORT 1 BEST BUY IN-STORE EXPECTATIONS NEW PROGRAM OPPORTUNITIES 2 ONGOING ANALYSIS AND BENCHMARKING 3
  6. 6. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. AGENCY PITCH SUPPORT: RESULTS FINDINGS: A. Store convenience, product availability continue to appeal to in-store shoppers B. Customer service at Best Buy is a minor shopping incentive A. The prime expectation (46%) is a “playground” experience: it’s fun and helpful to shop with friends & family BestBuy:ConsumerExpectationsofIn-StoreShopping (1/1/11–12/31/11) 1,501,777RelevantPosts EXPECTED UNEXPECTED, STRATEGIC OPPORTUNITY UNEXPECTED, COUNTERINTUITIVE A B C
  7. 7. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. AGENCY PITCH SUPPORT: RESULTS SocialGratificationandPeerSupportatBestBuy ThemesofConversation “@ohhellofriend hittin up best buy with the hubs and friends!” -@Bri_Kim “Who knew best Buy would be soo much fun!!!” -@BExclusives
  8. 8. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. AGENCY PITCH SUPPORT: RESULTS FINDINGS: A. Store deals are most anticipated with holiday shopping from mid-Nov. to early Dec. (15%) A. Expectation of in-store deals is lowest from mid-July to early Aug., at less than 2.5% ExpectationofIn-StoreDealsatBestBuy UNEXPECTED, STRATEGIC OPPORTUNITY EXPECTED A B
  9. 9. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. • The Crimson Hexagon ForSight™ platform empowers agencies to complete comprehensive market research in a matter of hours • Agencies can analyze online brand and product discussions, and contextualize new findings for prospects • Discover nuances in conversation related to each channel of prospect’s business, across each country of operation • Agencies can demonstrate strategic differentiation value by linking consumer insights with ForSight to new creative program ideas AGENCY PITCH SUPPORT: KEY TAKEAWAYS
  10. 10. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. • Major opportunity for Best Buy to leverage appeal as a “playground” destination (46%) - Opportunitytocreatespecialstoreevents,grouppromotions,challenges/competitions, orRefer-A-Friendofferstofostersocialshoppingatretaillocations - Centernewprogramsaroundspecificproductorserviceoffering • Consumer anticipation of seasonal deals presents new opportunity - BestBuycansurpriseandcapturecustomersbycreatingandpublicizingmid-summerstore promotionsbeforethecompetitiveback-to-schoolsalescycle AGENCY PITCH SUPPORT: KEY TAKEAWAYS
  11. 11. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. SO HOW CAN YOUR AGENCY ENHANCE THE PITCH FOR ALL NEW PROSPECT ACCOUNTS?
  12. 12. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. SOCIAL INTELLIGENCE VALUE MODELS PITCHING NEW IDEAS AND A NOVELAPPROACH
  13. 13. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. AGENCIES ALSO HAVE A POWERFUL WAY TO DEMONSTRATE TO NEW CLIENTS THAT CAMPAIGNS RESONATE WITH CONSUMERS: IT’S EASI.
  14. 14. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. SOCIAL INTELLIGENCE VALUE MODELS DEMONSTRATING CAMPAIGNROITO NEW CLIENTS
  15. 15. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, The United Nations, and many more. For more information go to: http://www.crimsonhexagon.com. CRIMSON HEXAGON

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