<ul><li>Managing Sensory Cues </li></ul><ul><li>Advertising Research Foundation Presentation </li></ul><ul><li>June 2010 <...
<ul><li>About Six Degrees </li></ul>
<ul><li>About us </li></ul><ul><li>Founded in 1999 </li></ul><ul><li>Based in Scottsdale, AZ </li></ul><ul><li>Support nat...
Insight mining Brand image & positioning Competitive intelligence Brand strategy Marketing strategy Campaign strategy Sens...
<ul><li>Partial Client List </li></ul>
<ul><li>SensoryQ </li></ul>
<ul><li>The Problem with Words </li></ul>responsive sporty youthful playful leader rugged reliable sophisticated superior ...
<ul><li>Strong? </li></ul>
<ul><li>Contemporary Sophistication? </li></ul>
<ul><li>The Problem with Words </li></ul>Words are imprecise! rugged responsive sporty youthful playful leader reliable so...
<ul><li>Also… </li></ul>
<ul><li>Sensory Research Tool </li></ul>
<ul><li>What it is </li></ul><ul><li>A research tool that identifies sensory stimuli and sensory cues that resonate with t...
<ul><li>How it can be used </li></ul><ul><li>Sensory positioning </li></ul><ul><li>Brand image assessment </li></ul><ul><l...
Thousands of images
<ul><li>Many different categories </li></ul>
<ul><li>Sensory Cues </li></ul>Each image has a profile on 130+ sensory cues
<ul><li>Sensory Cue Profile </li></ul>
<ul><li>Sunglasses </li></ul>
<ul><li>Sensory Model </li></ul>
<ul><li>Sensory Cues </li></ul>
<ul><li>Other Stimuli </li></ul><ul><li>Metals </li></ul><ul><li>Woods </li></ul><ul><li>Fabrics </li></ul><ul><li>Salt & ...
<ul><li>Case Study 1 </li></ul>
<ul><li>Case Study </li></ul>
<ul><li>Brand Attributes </li></ul><ul><li>Professional and Personal </li></ul><ul><li>Reliable and Proven </li></ul><ul><...
<ul><li>Existing ads </li></ul><ul><li>Professional and Personal </li></ul><ul><li>Reliable and Proven </li></ul><ul><li>S...
<ul><li>Brand Attributes </li></ul><ul><li>Professional and Personal </li></ul><ul><li>Reliable and Proven </li></ul><ul><...
<ul><li>SensoryQ Research </li></ul><ul><li>Qualitative research with women who are interested in hair removal and do not ...
<ul><li>Sensory Model </li></ul><ul><li>Most Dominant Sensory Cues </li></ul><ul><li>Lighting Form/Shape </li></ul><ul><li...
<ul><li>Print ads </li></ul>
<ul><li>TV ad </li></ul>
<ul><li>Collateral </li></ul>
<ul><li>Web </li></ul>
<ul><li>Poster </li></ul>
<ul><li>Retail design </li></ul>
<ul><li>Results </li></ul><ul><li>ALC recorded their best sales month in company history, one month after launch of new ca...
<ul><li>Case Study 2 </li></ul>
<ul><li>Case Study </li></ul>Brand X a well known cosmetics brand
<ul><li>Brand Attributes </li></ul><ul><li>Clean, Fresh & Natural </li></ul><ul><li>Fun, Up-Beat & Spirited </li></ul><ul>...
<ul><li>Objective: Understand… </li></ul><ul><li>To what extent does Brand X visually push our brand attributes? </li></ul...
<ul><li>Methodology </li></ul><ul><li>SensoryQ 20-min online survey </li></ul><ul><li>1,250 female cosmetics buyers/users ...
<ul><li>Women </li></ul>
<ul><li>Fonts </li></ul>
<ul><li>Interiors </li></ul>
<ul><li>Women’s shoes </li></ul>
<ul><li>Brand Attributes </li></ul>Simple Beauty Clean Fresh Natural Fun Upbeat Spirited Beautifully Natural correlation C...
<ul><li>Brand X vs Competitors vs Roll-Up </li></ul>Roll-Up: Clean, Fresh, Natural Simple Beauty Fun, Upbeat, Spirited Bea...
<ul><li>Brand Attribute Leverage </li></ul>Point of Parity Clean, Fresh, Natural Simple Beauty Beautifully Natural Brand X...
<ul><li>Brands vs Fun, Upbeat & Spirited </li></ul>Fun, Upbeat, Spirited Brand X Competitor 1 Competitor 2 Correlation Fun...
<ul><li>Brand association with brand attributes </li></ul>0 0.10 0.20 0.30 0.40 0.50 0.60 0.70 0.80 Brand X Competitor 1 C...
<ul><li>Sensory Model: Fun, Upbeat & Spirited </li></ul>sensory cues Color Vibrant Non-Metallic Opaque Light  Solid Lighti...
<ul><li>Suggested packaging mods </li></ul>Concept 1 Concept 2 Concept 3 Vibrant Clean Confident Approachable Relaxed Frie...
<ul><li>Thank you </li></ul><ul><li>www.six-degrees.com </li></ul>
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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.

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

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