ARF Engagement Council - AdWeek 2009
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At Advertising Week 2009, the Engagement Council of the Advertising Research Foundation presents "Engagement Moves Forward: New Case Studies and Evidence." The mission of the Engagement Council is to provide an industry-leading peer discussion forum, for the continuous refinement and application of the Engagement construct.
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ARF Engagement Council - AdWeek 2009
- 1. The ARF presents: Engagement Council Engagement Moves Forward: New Case Studies and Evidence September 2009
- 2. 2 Welcome & ARF Updates Joel Rubinson Chief Research Officer
- 3. 3 Thank You to Our Sponsors
- 4. 4 Don’t turn off your cell phones! Follow The_ARF Ad Week events on Twitter at #arfadweek
- 5. Upcoming ARF Event – Industry Leader Forum Winning with Social Media November 3, 2009 • New York Athletic Club Social media has provided brand advertisers and marketers, media and agencies with new ways of listening to consumers. Listening leads the way to engaging in conversations and uncovering new actionable insights. Chris Brogan, President of New Marketing Labs, co-author of The New York Times Best Seller Trust Agents, a blog in the top 10 of the Advertising Age Power 150 and in the top 100 on Technorati keynotes Google shows how to use search as a predictive listening tool IBM presents a model for integrating listening into an organization ESPN demonstrates how listening engages and serves fans Panelists from Crispin Porter + Bogusky, Meredith Corporation and Motivequest plus networking, breakout sessions, meet the speakers and more!
- 6. Upcoming ARF Events TO FIND OUT MORE AND REGISTER – WWW.THEARF.ORG Online Research Quality Council A Special Meeting SEPTEMBER 29, 2009 Time Warner Building, NYC ARF Member Day OCTOBER 22 ARF Headquarters, NYC DECEMBER 4, 2009 Time Warner Building, NYC 360 Measurement Day Workshop
- 7. 7 Welcome Raymond Pettit SVP, Research and Standards The ARF
- 8. 8 Introductions and Agenda Overview Greg Whiteman Manager of Market Research United States Postal Service Robert Woodard VP, Global Consumer and Consumer Insights Campbell Soup Company
- 9. 9 Belle Frank EVP, Director of Strategy & Research Engage MORE, Wreck-LESS Connecting with teens for safer driving
- 20. 20 ONLINE
- 21. 21 Website
- 23. 23 Original Premise: TALK TO the passenger New Insight: ENGAGE WITH the passenger NOT the driver
- 27. 27 Most of us don’t want to make a big deal about it when our friends aren’t driving well. We don’t want to diss them or be a downer or sound like someone’s mother.”.
- 36. 36
- 38. 38
- 39. 39
- 40. 40
- 42. 42
- 43. 43 impact
- 46. 46 The Psychology • Messenger • Interaction • Message
- 51. Rules of Engagement Bill Siegel Longwoods International
- 52. Rules of Engagement Lessons learned from 30 years of research: • Simple rules for creating engagement • Examples of ads that followed the rules and created positive ROI
- 53. Rules of Engagement Inspiration came from: Neuropsychology Social psychology Cognitive psychology Politicians Empirical findings across many product categories
- 54. Selling vs. Marketing Selling: Unloading what you got Marketing: Understanding what people want and giving it to them Where market research fails: • Missing people’s real wants and needs • Need to get under the hood to uncover true purchase motivators
- 55. Example: Children’s Cereal What do mothers’ consider most important when buying breakfast cereal for their kids?
- 56. Answer: “Health and Nutrition”
- 57. What Do They Actually Purchase?
- 58. Rule 1 If you want to know what’s important to people - - - DON’T ASK
- 59. What’s the Problem? Consumers don’t know what motivates them Reliance on left-brain, logical socially acceptable, motherhood answers Misses the emotional factor
- 60. The Result Me-too communications that don’t work Up to 100 times less effective than messages that hit the emotional hot button • Same brand • Same spend
- 61. Get Under the Hood to Uncover the Real Purchase Motivators Indirect approach proven across several thousand studies: • Associative techniques in focus groups • Predictive modeling for quantitative surveys Uncovers both emotional and logical drivers of brand image and purchase Eliminates superficial price-of-entry factors that don’t drive ROI
- 62. Example: Hawaii “The Most Beautiful Islands in the World” Positioned as a beach destination: • Sun and sand • Sunsets and palm trees • Bikinis, etc.
- 63. Why? Left-brain research They asked visitors why they came to Hawaii. The answer: • “For the beach” • “To relax”
- 64. Getting Under the Hood Used indirect approach to uncover needs Real motivators are: • Hawaiian culture • Excitement, not relaxation
- 65. The Islands of Aloha
- 66. Engagement = ROI
- 67. Rule 2 Beware the Rational Response to the Emotional Desire!
- 68. Left-Brain Approach in Packaged Goods Tastes good Makes clothes cleaner Whitens teeth Dentists would approve Hair 50% thicker Smoother Shinier Brighter Slimmer Etc. Etc.
- 69. Why? In 30 years of advertising research, emotion beats logic almost every time A universal truth across many categories tested: • Packaged goods • Financial services • Retail • Automotive • Technology • Travel • Public affairs and political polling
- 70. Packaged Goods Ads that Generate Engagement: Pantene
- 71. 71 Packaged Goods Ads that Generate Engagement: Herbal Essences
- 72. 72 Packaged Goods Ads that Generate Engagement: Crest
- 73. Rule 3 Sell the Benefit, Not the Feature
- 76. Van Signage
- 77. The Bottom Line: Short-term ROI Percent of Business Influenced by Campaign 9% Incremental Revenue Due to Campaign $15,907,000 Campaign Expenditures $2,682,123 ROI in Sales per Campaign Dollar Invested $5.93
- 78. Client Reaction “This makes Holiday my best campaign overall … Remember this is our high margin business, so when I look at return after cost – THIS ROCKS.”
- 79. Branding America’s Capital From Logic to Emotional Engagement
- 80. 2006: The Starting Point
- 81. Our Assignment Evaluate the equity in the existing brand locally, regionally, nationally and internationally: • Determine whether it was positioned optimally against key competitors in each market • Recommend a core brand message that best captured what is both unique and motivating about D.C. • Test alternative creative executions and slogans • Help create a distinctive and long-lasting brand foundation to consistently guide marketing and promotions
- 82. Perception Research Qualitative interviews with opinion leaders Online U.S. quantitative survey • Includes Regional and Local/DC metro samples • Over-sampled African-American segment Canada and UK quantitative survey
- 83. Washington’s National Image — “A Place I’d Really Enjoy Visiting” % Strongly Agree
- 84. National: Image Strengths vs. Competitors 15 M 18% 18% 19% 21% 22% 24% 28% 29% 29% 33% 35% 36% Unique American experience Great for walking/sightseeing Unique setting/scenery Noted for architecture Inspiring place Variety affordable/free attractions/activities Well-known landmarks/monuments Learning/discovery Excellentmuseums Powerfulplace Makes history See/touch/experience history Difference % Strongly Agree
- 85. Quadrant Analysis Red attributes show DC attributes with greatest advantage over competitors and potential to motivate travel LearningInspiredVisit once life Lots to do Beautiful setting PowerfulAdventure Uniq AmExp Children like Rec to AA Gardens/parks Makes history Walking Exp history Safe/comfort Architecture Popular Singles/couples Exc art galls Exc museums Good value Uniq settingExp nation/cult Weekend away Free attractions First-class hotels Lux hotels AA cultureExc climate Rediscover Int people Marks/monsConvention Aff to get AA welcome Feel importantNot far away Theatre/perf arts Easy to get Warm/friendly Rests top chefs Neighborhoods Relax/unwind Festivals Cleanliness Exc nightlife Exc shop UniversitiesNotice articles Navigate Open spaces Aff accomm Notice ads Aff to eat Live music Hisp welcome Not crowded Sports Unique cook GLBT welcome Strength of DC's PRODUCT Advantage DC-SpecificTravelMotivitorsDC-SpecificTravelMotivators Inspired Learning Powerful Makes history Experience history
- 87. Creative Finalized Based on Pretesting “Create Your Own Power Trip” • Balances “Powerful” with “Personal” Potential backfire with “power” if it is linked with politics, especially internationally • Strong call to action Pushes consumers to website
- 91. Rule 4 Go for the Halo By understanding your customers’ top priorities, you can focus on a core message that enhances your image across the board via a Halo Effect. This helps address “issues” and areas of weakness without talking about them directly: e.g., for DC, safety nationally, negative connotations of America internationally.
- 92. Client Reaction “The research conducted by Longwoods was fundamental to building Destination DC’s brand architecture. They delivered a roadmap to launch and sustain what has been by all accounts a great success.” William Hanbury President and CEO, Destination DC
- 93. Marketing in Tough Times
- 94. 2009: Major Budget Increase Largest Tourism Promotion Budget in Michigan’s history - $30 million Winter advertising for the first time in 15 years First-ever national advertising campaign
- 97. Pure Michigan Accolades Best State Tourism Advertising Campaign, 2007 Best State Tourism Television Advertising, 2007 Best State Tourism Radio Advertising, 2008 Presented by the United States Travel Association
- 98. Pure Michigan Accolades “We don't like to mince words. So here goes: "Pure Michigan" is a pure delight. We're talking, of course, about the exquisite ongoing ad campaign developed by McCann Erickson/Detroit to promote tourism in Michigan. Every time we watched a commercial during the peak summer travel season last year (and now again in 2009), we felt the urge to jump right out of the seat in our living room and make a beeline for Michigan. It didn't matter where. Just anywhere, as long as it was Michigan.” Lewis Lazare, Advertising Critic, The Chicago Sun-Times
- 99. Advertising Return on Investment 2004 – 2008 Results $26.34 million in out-of-state advertising Generated 4.97 million trips to Michigan Those visitors spent $1.1 billion. That spending produced $75.3 million in incremental state taxes Each ad dollar created $40.81 in spending at Michigan businesses Each ad dollar put $2.86 in state treasury Source: Longwoods International
- 101. The Challenge First ever campaign to brand America • launched in UK and Japan Limited budget Weak image of U.S. abroad
- 102. The Solution Borrow interest from the one thing that the rest of the world loves about America: • HOLLYWOOD MOVIES Creates engagement Enormous PR potential to leverage campaign
- 105. Rule 5 Borrow or Steal to Create Image Transference
- 107. 6. The Cardinal Rule Reach for the top to maximize engagement and ROI Maslow’s Hierarchy of Needs
- 108. Rules of Engagement Bill Siegel Longwoods International
- 109. Using Emotivation in the business-to-business category Barbara Basney Director, Global Advertising Xerox Corporation Anne Manning Founding Partner Drumcircle, LLC
- 110. Agenda The Xerox Emotivational Challenge Drumcircle Approach Emotivations Down On The Farm
- 111. The Xerox Challenge
- 112. The Xerox Brand An established brand Like all brands it has strengths, and areas of opportunity
- 114. The impact on communications? Communications need to reposition the company in the hearts and minds of internal and external audiences This requires changing perceptions, attitudes and audience behavior Develop a new Communications Platform and creative brief that will lead to the launch of a new advertising campaign, as well as other related communications initiatives
- 116. What is a Communications Platform?
- 118. Emotivation™ Architecture What did it provide? Uncovered target audience insights regarding the business world, the category and the brand. Identified emotional end benefits and barriers associated with the Xerox brand and the category. Links: • how consumers want to feel with • how a brand could make them feel that way and • what the brand has to suggest in order to make them feel this way Provided stimulus and direction for the Communications Planning
- 121. © 2009 Drumcircle, LLC Page 121 Drumcircle The Heartbeat of the Brand™: •Communications Strategy •Message Architecture •Product and Service Innovation •Complete Offering All operating under a unified (proprietary) discipline called Emotivation™
- 122. © 2009 Drumcircle, LLC Page 122 90-Second Drumcircle’s exclusive guide to making great marketing decisions and tedious party conversation
- 123. © 2009 Drumcircle, LLC Page 123 There’s no such thing as a completely rational decision.
- 124. © 2009 Drumcircle, LLC How we decide: Old Thinking* Decision‐making as a linear, rational process Think Do Feel *On the Road to a New Effectiveness Model; Joe Plummer and Anca Micu, AAAA/ARF Task Force.
- 126. © 2009 Drumcircle, LLC Page 126 The story of Antonio and “Elliot”
- 127. © 2009 Drumcircle, LLC Page 127 “Assessing the iPhone was excruciating.” “Your heart was swept away by what Apple does so well. The beauty, polish, elegance, simplicity. Meanwhile, your head kept waving its little hand in the back of the room. The camera’s terrible! There’s no video! No voice dialing! No picture messages! $20 phones can do that!” But 21 million iPhone sales later, it’s clear that the heart usually manages to tell the head to shut up.”* *NYT Review: June 17, 2009
- 129. © 2009 Drumcircle, LLC Page 129 So, Now Let’s TalkSo, Now Let’s Talk About Tractors.About Tractors.
- 130. © 2009 Drumcircle, LLC Page 130 1 1 Using Emotivation™ to launch a 100% rational product* to an unemotional, utterly practical audience. *That can cost $300,000.00. And up.
- 131. © 2009 Drumcircle, LLC Page 131 131 AGCO: $9 billion in ’08 sales Stock Symbol ‐ AG (2nd largest) Worldwide maker of ag equipment Brazil, DK, D, HQ = Duluth, GA
- 132. © 2009 Drumcircle, LLC Page 132 2008, a genuine, technical breakthrough: SCR New eco‐friendly engine technology, Selective Catalytic Reduction Lower emissions, lower fuel consumption Beat every competitor (Deere) in the pending Green Ag Revolution
- 133. © 2009 Drumcircle, LLC Page 133 133 1) Help farmers comply EPA regulations. 2) Help farmers go green. 3) Save farmers money on fuel. This is a marketing no‐brainer! With SCR, we can:
- 134. © 2009 Drumcircle, LLC Page 134 What we did:
- 135. © 2009 Drumcircle, LLC Page 135 • Online Emotivation Mining • Our unique, online research technique reveals the feelings that motivate actions • Facilitated Emotivation Discovery Sessions • Together, we discover the Emotivation themes, then evolve them in Create/Debate sessions. • Create/Debate Sessions • Teams of “real people”, constructed and debated the ideal help scenario. Drumcircle in 3 Steps:
- 136. © 2009 Drumcircle, LLC Page 136 The b.frank online interface. Not a picture sort, not a “select the words we provide” exercise. b.frank’s output is 100% generative
- 137. © 2009 Drumcircle, LLC Page 137
- 138. © 2009 Drumcircle, LLC Imagine that you could own a tractor that’s perfect in every way… Now Imagine that you could own a tractor that’s both fuel efficient and doesn't pollute the environment at all… Finally, think about your current (brands they identified) tractors specifically and the effect they have on both your business and the environment… b.frank helps us mine Emotivation™ with just 3 questions:
- 139. © 2009 Drumcircle, LLC Page 139 IdGrids: the first output of b.frank AGCO – Project Peaches Literally thousands of image, feeling words and quotes from hundreds of farmers Plus quantitative data about levels of emotional involvement Available in days And it all forms rich fodder for…
- 140. © 2009 Drumcircle, LLC Page 140 Whole‐team Emotivation discovery workshops Dirty hands are happy hands! “People implement what they help invent.”* The team’s work becomes a critical component in… * Not original but we don* Not original but we don’’t recall where we heard it.t recall where we heard it.
- 142. Pictures from b.frank. Product features and benefits, positioning concepts, trial balloon messages, etc. “Raw Emotivations” based on work so far Good rule of thumb: If the people don’t stick it to the foam core, the people probably won’t pay for it.
- 143. © 2009 Drumcircle, LLC Page 143 143 What we learned:
- 144. © 2009 Drumcircle, LLC Page 144Page 144 So, what does all this mean for that “no brainer” we discussed earlier? It helps farmers conform to EPA standards And be green And it’s 15% more fuel efficient. From a marketing standpoint, this is a no‐brainer
- 145. © 2009 Drumcircle, LLC Page 145Page 145 This is a brainer. Because, we also heard, from farmers’ own lips:
- 147. © 2009 Drumcircle, LLC Page 147 ““Do NOT tell me how to Do NOT tell me how to care for the Earth, you care for the Earth, you treetree‐‐hugging coastalhugging coastal‐‐ dwelling wacko. And dwelling wacko. And dondon’’t get me started on t get me started on who really cares more who really cares more about this stuff.about this stuff.””
- 151. © 2009 Drumcircle, LLC Page 151 Perfect Experience Fuel and Pollution Typical Experience Independent and Patriotic Stewards of the Land Perfect Experience Fuel and Pollution Typical Experience Eco‐Rational Astute Practically Profitable Smart Perfect Experience Fuel and Pollution Typical Experience Perfect Experience Fuel and Pollution Typical Experience Perfect Experience Fuel and Pollution Typical Experience GapMap: Quantify and Compare the relative strengths of Emotivation, Prompt Exploration of Strategic Options Our recommendation: Position the new, Eco‐ Friendly Tractor to close the “Stewards” and “Eco‐Rational” Gaps -200 +200
- 152. © 2009 Drumcircle, LLC Page 152 Clearly explain to me what you are doing. How does this new engine work? Will it be reliable? Easy to repair? How does it leave the land, soil and air cleaner for me and future generations? I’ll believe I’ll feel that way if you: I want to feel: I’ll believe I’ll feel that way if you: You can help me feel that way if you: This is a Drumcircle Emotivation‐based creative brief.
- 153. © 2009 Drumcircle, LLC Page 153 Clearly explain to me what you are doing. How does this new engine work? Will it be reliable? Easy to repair? How does it leave the land, soil and air cleaner for me and future generations? I’ll believe I’ll feel that way if you: Give me ways to be more earth‐friendly that are good for me and the environment. Help me find ways to comply with governmental standards without compromising my profitability. Like I’m taking care of the earth as well as my business. I do what I can for the environment because it’s important to me and my family – but I don’t want to be pushed into making trade‐offs I don’t want to make. Clearly explain to me what you are doing. How does this new engine work? Will it be reliable? Easy to repair? How does it leave the land, soil and air cleaner for me and future generations? I want to feel: I’ll believe I’ll feel that way if you: You can help me feel that way if you:
- 154. © 2009 Drumcircle, LLC Page 154 154 And here’s what happened when AGCO’s Ad Agency* got to work *The Crafton Group, Atlanta
- 155. © 2009 Drumcircle, LLC Page 155
- 156. © 2009 Drumcircle, LLC Page 156
- 157. © 2009 Drumcircle, LLC Page 157
- 158. © 2009 Drumcircle, LLC Page 158
- 159. © 2009 Drumcircle, LLC Page 159
- 160. © 2009 Drumcircle, LLC Page 160
- 161. © 2009 Drumcircle, LLC Page 161 Drumcircle created the core concept “Let’s be eco‐rational”, which was used in every aspect of the product launch from collateral materials to paid media, to PR and events.
- 162. © 2009 Drumcircle, LLC Page 162 1 1 LetLet’’s leave some blue up above us,s leave some blue up above us, LetLet’’s leave some green on the ground.s leave some green on the ground. ItIt’’s only ours to borrow,s only ours to borrow, LetLet’’s save some for tomorrows save some for tomorrow Leave it and pass it on downLeave it and pass it on down”” ‐‐ AlabamaAlabama
- 163. 163 Next Steps and Adjournment Greg Whiteman Manager of Market Research United States Postal Service Robert Woodard VP, Global Consumer and Consumer Insights Campbell Soup Company