Sensory Branding: Understanding what aesthetics and language make ads more effective.

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Dr. Frank Schab of Six Degrees presentation from the 2010 Meeting of The Advertising Effectiveness Council of the Advertising Research Foundation in Manhattan, NY. …

Dr. Frank Schab of Six Degrees presentation from the 2010 Meeting of The Advertising Effectiveness Council of the Advertising Research Foundation in Manhattan, NY.

Presentation about the methods that Six Degrees uses to help ad development teams understand what aesthetics and language to use to make ads more effective.

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Transcript

  • 1.
    • Managing Sensory Cues
    • Advertising Research Foundation Presentation
    • June 2010
  • 2.
    • About Six Degrees
  • 3.
    • About us
    • Founded in 1999
    • Based in Scottsdale, AZ
    • Support national and international brands
    • Broad international experience (17+ countries)
  • 4. Insight mining Brand image & positioning Competitive intelligence Brand strategy Marketing strategy Campaign strategy SensoryQ Brand cascading Messaging blueprint Print Web Video Broadcast Tradeshows
  • 5.
    • Partial Client List
  • 6.
    • SensoryQ
  • 7.
    • The Problem with Words
    responsive sporty youthful playful leader rugged reliable sophisticated superior Leading edge high quality advanced luxurious
  • 8.
    • Strong?
  • 9.
    • Contemporary Sophistication?
  • 10.
    • The Problem with Words
    Words are imprecise! rugged responsive sporty youthful playful leader reliable sophisticated superior Leading edge high quality advanced luxurious
  • 11.
    • Also…
  • 12.
    • Sensory Research Tool
  • 13.
    • What it is
    • A research tool that identifies sensory stimuli and sensory cues that resonate with the target audience
        • In response to brands
        • In response to attributes
        • Qualitative and quantitative (online)
  • 14.
    • How it can be used
    • Sensory positioning
    • Brand image assessment
    • Brand differentiation
    • Insight mining
    • Advertising
    • Package design
    • Web optimization
  • 15. Thousands of images
  • 16.
    • Many different categories
  • 17.
    • Sensory Cues
    Each image has a profile on 130+ sensory cues
  • 18.
    • Sensory Cue Profile
  • 19.
    • Sunglasses
  • 20.
    • Sensory Model
  • 21.
    • Sensory Cues
  • 22.
    • Other Stimuli
    • Metals
    • Woods
    • Fabrics
    • Salt & pepper shakers
    • Music
  • 23.
    • Case Study 1
  • 24.
    • Case Study
  • 25.
    • Brand Attributes
    • Professional and Personal
    • Reliable and Proven
    • Safe, Effective, Affordable
    • Dynamic Leader
  • 26.
    • Existing ads
    • Professional and Personal
    • Reliable and Proven
    • Safe, Effective, Affordable
    • Dynamic Leader
    ?
  • 27.
    • Brand Attributes
    • Professional and Personal
    • Reliable and Proven
    • Safe, Effective, Affordable
    • Dynamic Leader
    What are the sensory cues that trigger the perception of these attributes in the target audience?
  • 28.
    • SensoryQ Research
    • Qualitative research with women who are interested in hair removal and do not reject laser hair removal option
      • Focus groups with 3 different segments
      • Sub-teams select images & cross-present to each other
      • Image categories:
        • Women Salt & pepper shakers
        • Men Sun glasses
        • Lamps Watches
        • Women’s shoes Interiors
        • Chairs
  • 29.
    • Sensory Model
    • Most Dominant Sensory Cues
    • Lighting Form/Shape
    • Soft angular & rounded
    • Reflected flowing
    • vertical
    • Color sleek
    • Muted
    • Composition Texture/Finish
    • assymetrical smooth
    • clean glossy
    • integrated elements
    • natural
    • artful
    • contemporary
    • Personality
    • friendly, but somewhat aloof
    • quietly confident
    • contemplative
    • sophisticated
  • 30.
    • Print ads
  • 31.
    • TV ad
  • 32.
    • Collateral
  • 33.
    • Web
  • 34.
    • Poster
  • 35.
    • Retail design
  • 36.
    • Results
    • ALC recorded their best sales month in company history, one month after launch of new campaign
    • Web bookings increased 60%
    • Average spend per customer increased 33%
    • Sales reps commented that “the new look and professional ads helped make their job easier”
    • New look got standing ovation at the national sales meeting
  • 37.
    • Case Study 2
  • 38.
    • Case Study
    Brand X a well known cosmetics brand
  • 39.
    • Brand Attributes
    • Clean, Fresh & Natural
    • Fun, Up-Beat & Spirited
    • Simple Beauty
    • Beautifully Natural
  • 40.
    • Objective: Understand…
    • To what extent does Brand X visually push our brand attributes?
    • To what extent do our competitors visually own our brand attributes?
    • How to improve retail packaging to better communicate our brand attributes
  • 41.
    • Methodology
    • SensoryQ 20-min online survey
    • 1,250 female cosmetics buyers/users
    • Ages 12-65, segmented by age, ethnicity & shopper type
    • Visualize each brand attribute and then each of 3 brands (Brand X and 2 competitors)
    • Open-ended rationale on image selections
    • Select best-fitting image from of the following galleries:
      • activities colors interiors shoes (women)
      • animals fonts men sunglasses
      • architecture interactions packaging women
  • 42.
    • Women
  • 43.
    • Fonts
  • 44.
    • Interiors
  • 45.
    • Women’s shoes
  • 46.
    • Brand Attributes
    Simple Beauty Clean Fresh Natural Fun Upbeat Spirited Beautifully Natural correlation Clean Fresh Natural Simple Beauty Fun Upbeat Spirited Beautifully Natural Clean Fresh Natural - 0.68 0.12 0.79 Simple Beauty 0.68 - 0.06 0.84 Fun Upbeat Spirited 0.12 0.06 - 0.06
  • 47.
    • Brand X vs Competitors vs Roll-Up
    Roll-Up: Clean, Fresh, Natural Simple Beauty Fun, Upbeat, Spirited Beautifully Natural Brand X Competitor 1 Competitor 2 correlation Roll-up Brand X Competitor 1 Competitor 2 Roll-up - 0.48 0.46 0.68 Brand X 0.48 - 0.81 0.56 Competitor 1 0.46 0.81 - 0.49
  • 48.
    • Brand Attribute Leverage
    Point of Parity Clean, Fresh, Natural Simple Beauty Beautifully Natural Brand X Competitor 1 Competitor 2 correlation POP Brand X Competitor 1 Competitor 2 POP - 0.41 0.39 0.69 Brand X 0.41 - 0.81 0.56 Competitor 1 0.39 0.81 - 0.49
  • 49.
    • Brands vs Fun, Upbeat & Spirited
    Fun, Upbeat, Spirited Brand X Competitor 1 Competitor 2 Correlation Fun, Upbeat, Spirited Brand X Competitor 1 Competitor 2 Fun, Upbeat, Spirited - 0.33 0.32 0.17 Brand X 0.33 - 0.81 0.56 Competitor 1 0.32 0.81 - 0.49
  • 50.
    • Brand association with brand attributes
    0 0.10 0.20 0.30 0.40 0.50 0.60 0.70 0.80 Brand X Competitor 1 Competitor 2 POP Elements Fun, Upbeat, Spirited Brand Fun, Upbeat, Spirited POP Equity Elements Brand X 0.33 0.41 Competitor 1 0.32 0.39 Competitor 2 0.18 0.69
  • 51.
    • Sensory Model: Fun, Upbeat & Spirited
    sensory cues Color Vibrant Non-Metallic Opaque Light Solid Lighting Natural Single Source Bright Composition Dynamic Personality Friendly Vibrant Approachable Confident Relaxed Form/Shape Rigid Sturdy Angular Complex Simple Texture/Finish Hard Smooth Cues highlighted in blue are unique to this equity element when compared to POPs
  • 52.
    • Suggested packaging mods
    Concept 1 Concept 2 Concept 3 Vibrant Clean Confident Approachable Relaxed Friendly Simple
  • 53.
    • Thank you
    • www.six-degrees.com