Advertising Effectiveness Research

1,848 views

Published on

Sensory cue research technique for improving advertising effectiveness. Slides presented at the 2010 ARF Advertising Effectiveness Research Council Meeting, June 24, New York

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,848
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
125
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Advertising Effectiveness Research

  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>

×