ROI - Dansk Reklame Film @ Brightfish Research Day

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ROI - Dansk Reklame Film @ Brightfish Research Day

  1. 1. AGENDAAGENDAOur research focusThe tool boxROI databaseArguments towards the marketCommunication & Publicity
  2. 2. THE MARKETREQUIRES DOCUMENTATION
  3. 3. WE HAVE ACCESS TO HEAVY RESEARCH TOOLS Focus on in-house research • DRF Film Monitor • Knowledge about the cinema audience • Online Panel • Panel of 10.000 moviegoers • TNS Gallup: Index DK, TV-meter, Adfacts • Consumer behavior research • Evidence of spending and competitor monitoring • TV viewing figures, Program Analysis etc. • Gemius Explorer • Research of Internet users • Interviewer •For our cinema foyer test • SPSS • IBM Software used for survey authoring and statistical analysis
  4. 4. BioKarma AnalysisCOVERAGE INCREASES BYCOMBINING TELEVISIONAND CINEMA
  5. 5. BACKGROUND FOR BIOKARMA IN THE CINEMA YOU CATCH THE PEOPLE YOU DON’T CATCH ON TV!Source: Index DK HH 2011
  6. 6. THE HYPOTHESIS:For the same media budget you can achieve a higher coverage by combining cinema and television
  7. 7. LET ME GIVE YOU ANEXAMPLE General campaign: Campaign size: 350 TRP Week: 10-12, 2011 Targetgroup: P15-39 Chanel split – average 2011: TV2: 41% MTG: 37% SBS: 22%
  8. 8. 3 WEEKS ON THE BIG SCREENGENERATES 12% ON NET COVERAGE
  9. 9. FOCUS ON SALES MODELINGRETURN ON INVESTMENT AT THE CINEMA
  10. 10. HOW TO CALCULATE ROI? ROI = Sales boost Investment
  11. 11. Even for the same budget cinema has the best ROI Ohal/MEC, September 2011
  12. 12. BACKGROUNDAND METHODSalesmodelling based on • Response data (SuperGros, SuperBest, Spar, Kiwi) • Trade activity • Media and communication • External factors
  13. 13. CINEMA AS THE MAIN MEDIUMHARIBO CLAIMS MOVIE UNIVERSE TV Kino.dk Sponsorater online Bio events+ Kino.dk foyer spot magasin POS i butik Biografen Sampling Co- promotions Outdoor Product Haribo.dk placement Facebook
  14. 14. MEDIA MIX OF HARIBO 2008-10HARIBO CLAIMS MOVIE UNIVERSE Newspaper – Movie section
  15. 15. RETURN ON INVESTMENT Spending share for Haribo
  16. 16. CINEMA IS LEADING INCOST EFFICIENCY Cinema TV Outdoor
  17. 17. ALLOCATING BUDGET FROM CINEMA TO TVCAUSED A 4% DECREASE IN SALES!800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET
  18. 18. ALLOCATING BUDGET FROM CINEMA TO TVCAUSED A 4% DECREASE IN SALES!800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET
  19. 19. ALLOCATING BUDGET FROM CINEMA TO TVCAUSED A 4% DECREASE IN SALES!800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET
  20. 20. ALLOCATING BUDGET FROM CINEMA TO TVCAUSED A 4% DECREASE IN SALES!800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET
  21. 21. ALLOCATING BUDGET FROM CINEMA TO TVCAUSED A 4% DECREASE IN SALES!800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET Estimated add. sales: DKK 37 mio.
  22. 22. ALLOCATING BUDGET FROM CINEMA TO TVCAUSED A 4% DECREASE IN SALES!800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET Estimated add. sales: DKK 37 mio. ROI from the investments: 5,1
  23. 23. ALLOCATING BUDGET FROM CINEMA TO TVCAUSED A 4% DECREASE IN SALES!800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET Estimated add. sales: DKK 37 mio. ROI from the investments: 5,1 Allocation from cinema to TV create a lower ROI for HARIBO!
  24. 24. THE CONCLUSIONFOR HARIBO < REDUCE > INCREASE
  25. 25. The cinema supports the media plan Marketing Clinic, september 2011
  26. 26. BACKGROUNDAND METHODThe market:• Coca-Cola is in a market with enormous price competition• Media budgets have been declining due to competitionThe focus:• Return on Investment• Decomposition of the sales• Identifying the long-term effects of television and cinema advertising• Models for optimizing the marketing of Coca-Cola
  27. 27. THE PRICE COMPETITIONIS REALLY TOUGH Average price of 1 liter
  28. 28. DECOMPOSITION OF SALES Base sales 83% Cinema TV Promotion 2% 3% effects 12%
  29. 29. CINEMA IS THE BEST DESPITE PRICE COMPETITIONThe levels are satisfactory because of a sales structure where approx. 65% of sales is on special offer
  30. 30. CINEMA INCREASES SALES IN BOTH THE SHORT AND LONG TERM Soft drink: Carlsberg Sport 2011
  31. 31. COLLABORATION ON SALES MODELINGFOR CINEMA
  32. 32. THE PURPOSE IS TO SEE THE EFFECTOF CINEMA ON THE MEDIA PLAN
  33. 33. SIGNIFICANTS VARIABLESAFFECTING SALESSignificant drivers EffectSeason & Calender +/-Distribution +Deals newspapers +Price & Promotion +TV +Cinema +Internet +Radio +Competitors media -Competitors deals newspapers -Competitors distibution - Source: BrandScience jan. 2011.
  34. 34. MEDIA AFFECTS 11 % OF SALES Source: BrandScience jan. 2011. Decomposition period: 2008 week 1 to 2010 week 47
  35. 35. THE CAMPAIGN IS CONTINUOUS IN CINEMA Wasp The commercial has been Penguin abridged Squirrel Source: BrandScience jan. 2011. The cinema campaign has largely remained at the same time with the big TV campaign.
  36. 36. CINEMA IS THE STRONGESTMEDIUM TO BOOST SALES!
  37. 37. Comment FROM THE MEDIA AGENCY " Through this sales modeling, we have measured in recent years the strong ability of cinema advertising to generate increased sales for Carlsberg Sport. In this sales modeling we also found that cinema advertising contributed the most positive " to the revenue for Carlsberg Sport during this period. Rikke Grønlund Media Director, PHD Denmark A/S
  38. 38. Comment FROM THE ADVERTISER”It has been important for us to uncover the effect on sales of each specific medium in the media plan. We have seen this very clearly in the actual sales modeling case. It is very interesting to see, how the impact has been the last year, and cinema has separated itself positively from the other media with a higher ROI. Cinema is a unique medium which not only contributes to the quality of exposure but can also increase sales on short and long term. ” Rasmus Bendtsen Brand Manager, Carlsberg Danmark A/S
  39. 39. CONCLUSION• Carlsberg Sport has particular chosen cinema because of the good audience segment match, the high quality of exposure and the ability to execute a continuous campaign strategy• But Cinema has also been able to create sales• Cinema delivers an excellent result as the medium that achieves the highest ROI: as much as 33% better than average• Cinema is therefore the most cost effective media investment for Carlsberg Sport
  40. 40. CONTACT INFORasmus B. AndersenHead of Researchra@drf.dkTelephone: +45 33 32 54 00Mobile: +45 29 39 93 11Direct: +45 36 18 93 40DANSK REKLAME FILMMosedalvej 142500 ValbyDENMARKWWW.DRF.DK

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