KOESTEREN
Vandaag praten over….
Sterke merkcommunicatie
Ons perspectief op de
moderne uitdagingen
Scherpe inzichten in
emotionele resonantie –
die merkimpact
genereren
3
5.
TREND #1
Prestatie isnauwelijks nog
een differentiator
Hoe een merk “je laat voelen”
is het spel van vandaag
6.
TREND #2
Digitaal verplaatstzich van
de marge naar het centrum
Context/Content
Consument in controle
“Liquid & Linked”
Paid, Owned and Earned
Het is de re-tweet!
Luisteren/Reageren
Experimenten managen
7.
TREND #3
De sleutelis “Convergentie”
Media silo’s vervagen
Integratie media, creative en
touchpoint
Verschillende doelstellingen
voor holistische interactie
8.
TREND #4
Groeiende drukvoor
het Big Idea
Met de positieversterking van de
consument – merken moeten de
conversaties vormen
Ownable merk terrein
creëren – wat is de
emotionele connectie
waar je merk voor staat?
Alle mediacreaties
ondersteunen –
het merk loslaten
9.
TREND #5
Ontvankelijkheid: Erzijn
wanneer en waar zij zijn….
Zullen je boodschap en activatie
engagen, luisteren en in zich
opnemen
Willen je of hebben je nodig –
wens te interacteren,
informatie vinden,
zoeken hulp
en respect,
niet irriteren
10.
Emoties zijn belangrijkerdan
ooit
Onderzoekers en marketeers
worstelen met het bepalen
en begrijpen van emoties
Door creatie meer te koesteren
kunnen merken sterker
resoneren
"In the factorywe
make cosmetics;
in the drugstore we
sell hope.“
Charles Revson
1906 – 1975
25
27.
Merkengroeien als zeresoneren
met diepe motivaties.
En de rol van communicatie is hetmerk te bewegen
richting de consument z’n reis van
behoeftes en aspiraties.
28.
Geen markt zondermensen
“…Er is geen markt van lippenstiften of
mascara, maar er is een markt voor
aantrekkelijkheid, jeugdigheid, status
en elegantie”
“…Er is geen automarkt of een
fietsmarkt, maar er is een markt voor
vrijheid, onafhankelijkheid, voor
status en comfort”
“…Er is geen biermarkt, maar er is
een markt voor sociale binding, voor
ontspanning, voor connoisseurschap”
27
Het hebben vaneen kompas helpt om in het
landschap van behoeften en aspiraties te navigeren
Gebaseerd op de principes van
psychologie en sociologie.
32.
Beer liberates tensions
Provides happiness and fun
“LETTING GO"
“ACTIVE FREEDOM"
of competence/superiority
Beer helps to connect
Beer gives feelings
“CONVIVIALITY"
with others
“SOCIAL SUCCESS"
“RELAXATION"
“CONNOISSEUR” “THIRST
QUENCHING"
Beer gives a control over
tensions and Reassurance
31
Does it fitwith BRAND
my motivations BODY OF
What qualities BRAND
What am I Functional (more
does this brand
looking for? Characteristics conscious,
have?
rational)
How should it
For whom is this
reflect upon Social Identity
me? brand?
SOUL OF
What benefits BRAND
How will it help Emotional (less
optimize life? Benefits does the brand
have for me? conscious,
more
What should it What should the emotional,
Personality instinctive,
stand for? brand stand for?
symbolic)
36
38.
What benefits
How willit help Emotional
does the brand
optimize life? Benefits
have for me?
37
39.
Hoe check jevroegtijdig de
persoonlijke resonantie?
Mirjam Hooghuis
Senior Research Executive Ipsos ASI
@MirjamHooghuis
Early stage testing
Plan Create Qualify Monitor
In-market
Ontwikkeling Mogelijkheden Optimalisatie van
campagne
strategie voor creatie de creatie
evaluatie
Creatie: het goudvan een succesvolle campagne
De kwaliteit van de
creatie bepaalt voor
75% het succes van de
campagne
(Ipsos Database)
Creatieve kracht
Mud doesn’t turn
genereert een
into gold.
hoger effectief
bereik dan media
uitgaven
(Ipsos-ASI finding)
45.
Early stage IpsosASI onderzoek: verhoogt de reclameherkenning…
Zonder Met
early stage onderzoek Ipsos-ASI Early Stage
onderzoek
124
101
Gemiddelde
Reclame Reclame
herkenning herkenning
Zonder Met Early Stage Investigation Bron: Ipsos
Database
46.
…en verbetert deimpact op de merk KPI’s....
Zonder Met
early stage onderzoek Ipsos-ASI Early Stage
onderzoek
134
Gemiddelde
Merk
87 KPI’s
Merk
KPI’s
Zonder Met Early Stage Investigation
Bron: Ipsos
Database
47.
…en maximaliseert dekosten- en timing-efficiency
Zonder Met
early stage onderzoek Ipsos-ASI Early Stage
onderzoek
€€€€€ €€€
Aantal Aantal
hertesten: 3 hertesten: 0
48.
Het tuingereedschap….
Plan Create Qualify
Onderzoek de Ga op zoek naar de Optimaliseer de
potentie van een best passende creatie en stem het
communicatieplan creatie mediaplan af
Videoboard,
Idea board storyboard, Bijna finale uitingen
(text) animatic
Succesvolle Big ideasmoeten..
…blijven ‘hangen’ bij
Engage consumenten
….bij merk passen en het merk
Connect moet er van profiteren
….duurzaam zijn, het ‘DNA’
Activate worden van het merk en in alle
media kunnen worden ingezet
51.
Vragen over communicatie-ideeën:
Welke
communicatie-
Zou dit idee
Welk communicatie- strategie heeft de
vooral werken
idee past het beste sterkste emotionele
onder
bij mijn merk? impact op mijn
gebruikers, of
doelgroep?
niet-gebruikers?
Is het idee rijk genoeg
om lang mee te gaan?
Welke ‘haakjes’
moet ik
gebruiken in de
creatie?
52.
Methode: een integralekwanti-kwali-studie
Fase 1 Fase 2
kwantitatief online kwalitatief onderzoek
onderzoek
54.
De opbouw vanBig Ideas
Messcherp inzicht Rol van het merk Handtekening merk
Een inspirerend, Natuurlijke connectie Een ‘oneliner’
universeel principe tussen het merk en de
Insight. Dit kan de pay-off of
Een uitgekleed idee signatuur worden van
zonder merkassociatie Een antwoord of het merk
emotie die past bij het
‘Consumenten-taal’ merk, en relevant is
Heeft positieve impact
op het merk
53
55.
The Big Idea– voorbeeld
Messcherp inzicht Rol van het merk Handtekening merk
De beste dingen Met MasterCard kunt u Sommige dingen zijn
in het leven zijn ten volle genieten van onbetaalbaar, voor al het
gratis: liefde, wat voor u belangrijk is. andere is er MasterCard.
gezondheid,
familie, vrienden,
plezier! Maar het
is ook waar dat
geld het leven
makkelijker
maakt.
54
56.
The Big Idea– voorbeeld
Messcherp inzicht Rol van het merk Handtekening merk
Ik ben jong van Ondersteun de Evian, Live Young
geest, en dat zie je jeugdigheid van je
aan mijn lifestyle. lichaam met Evian.
Ik wil me jong blijven
Voelen, in hart en
nieren, elke dag, wat
er ook gebeurt.
55
57.
The Big Idea– voorbeeld
Messcherp inzicht Rol van het merk Handtekening merk
Vuil worden is onderdeel Met OMO kan je vuil OMO, vuil worden is heel
van het leven. Het is worden, want OMO weet gewoon, OMO wast door
leuk. raad met vlekken. en door schoon.
56
58.
Successvolle Big Ideashebben het volgende gemeen:
Legt Slechts 1 op de 3 Big
Pakt Ideas wordt BIG
verbinding
problemen,
met de geboren
frustraties
consument en aspiraties
Is in alle aan
media
inzetbaar Succesvolle Big
Big Idea Ideas kunnen
toepasbaar zijn
op meerdere
producten en
Is duurzaam diensten
Enthousias-
meert
medewerkers
.
59.
Opbouw vragenlijst engespreksgids
Fase 1: Kwantitatief Fase 2: Kwalitatief
Spontane reacties Spontane reacties
Concept Evaluator Exploratie, potentieel
Emotionele reactie Visuele expressie
Connectie met het merk Andere stimuli, mogelijkheden
voor de creatie
Voorbeeld: idee 2ontvangt meer positieve en actieve emoties
Idee 1
Idee 2
3% 3%
20% 20%
26% 37%
6% 11%
8% 5%
13% 21% 2% 9% None of these
emotions
1% 8%
33% 23%
62
64.
Duidelijke deliverables diemakkelijk ‘shareable’ zijn
Idee 1 Idee 2
(Nog) geen Big Idea Potentieel
Big Idea
ENGAGE
Potential to
CONNECT
ACTIVATE
63
1
Het enige
neuroscience
onderzoeksbureau
dat dekritische 2
recensie van de
ARF heeft
doorstaan
Time in seconds
http://transfer.innerscope.com/Eviancasestudy_minisite/open_me_in_internet_explorer.html
Insight uit neurologischonderzoek
Emoties beïnvloeden het
beslissingsproces –
en is niet af te zonderen
van rationeel denken
zoals vroeger werd
gedacht
Hoe kunnen
we deintensiteit
van emotionele
response
kwantificeren?
94.
Mensen zijn instaat hun
emotionele response ook zelf te
rapporteren…
93
95.
Cognitive Emotive Power
Visualiseertde intensiteit van een campagne. Gebaseerd op wat
consumenten zeggen.
Input vragen geven beeld van de perceptie over:
Emotive Power – ….de mate van
emotionele inhoud van de creatie,
incl. de gepercipieerde “stemming”
of “stijl” als ook de engagement of
plezier van de creatie
Cognitive Power – ….de
hoeveelheid relevante informatie
die door de creatie wordt
gecommuniceerd en die beïnvloed
is door aspecten zoals
geloofwaardigheid en
nieuwswaarde
94
96.
Dr. Robert Heath
Autoriteit rol van emoties in communicatie
“The hidden power of advertising”
“The Secret of Television’s Success: Emotional Content or Rational Information?”
Best Paper Prize Journal of Advertising Research 50th Anniversary Special Edition
“Seducing the Subconscious: The Psychology of Emotional Influence in Advertising”
Korte termijn saleseffect
Cognitive Power > Norm *
COPY
EFFECT
INDEX
BEREIK RESPONSE
107 Persuasion Impact: 117 126
Emotive Power > Norm *
COPY
EFFECT
INDEX
BEREIK RESPONSE 134
109 Persuasion Impact: 123
98
100.
Lange termijn Equityeffect
Cognitive Power > Norm *
EQUITY
EFFECT
INDEX
BEREIK RESPONSE
107 Equity Impact: 125 131
Emotive Power > Norm *
EQUITY
EFFECT
INDEX
BEREIK RESPONSE 163
109 Equity Impact: 147
99
101.
De CEP®Test
Emotive and/or Cognitive Power
Strong Both emotive and
emotive cognitive
BRAND ‘X’
Emotive Power
Finished-TV-NORM
Print - NORM
Display-NORM
Digital average
PILOT average
Strong
Neither cognitive
Base: (150)
Cognitive Power
100
Very High
Emotional Engagement
High Emotional Engagement
Emotional Engagement
Low Emotional Engagement
Visual
Emotional Engagement Threshold
unknowable Biometric
Average Emotive Power
“Emotional score
Engagement”
Response
level*
High 169
Medium 103
Measure Low 36-57
Ipsos ASI R&D studies
Digitaal steeds meercentraal
Context/Content
Consument in controle
“Liquid & Linked”
Paid, Owned and Earned
Het is de re-tweet!
Luisteren/Reageren
Experimenten managen
110.
Word Of Mouthis effectief
Onze database toont aan:
WOM kan heel effectief zijn
De uitdaging is
positieve, kwalitatieve buzz te
creëren en te onderhouden
Het meest vertrouwd door
andere consumenten in het
koopproces
109
111.
Elke ad kanviral worden…
Geen product of categorie is meer viral dan een
ander. Elke ad kan viral worden als het de
goede kwaliteiten heeft
110
We kunnen voorafde sharing potentie voorspellen
& ook vertellen hoe je het verder kunt stimuleren
consumers
watch, and talk
about, what
resonates with
them!
114.
Re-transmission…
Reach
Vergroot het bereik
waarvoor je hebt Brand Levert meer potentie
betaald Impact voor sterkere brand
impact door C2C
bereik
(Social Proof)
Re-transmission is veel breder dan viraliteit alleen
en belangrijker dan alleen online views.
Key is getting people to engage!
113
Live | Test:
metenvan digitale campagnes via surveys én online gedrag
Live|Test biedt een realistisch beeld van de (potentiële)
impact
van een digitale campagne.
Flexibel
& Modulair
Realistische Toonaangevende
context methodes
gekoppeld aan
Natuurlijke web analytics
ervaring voor
de consument
117
119.
Live | Test:hoe werkt het?
De consument surft op het
internet zoals hij dat altijd doet
- Natuurlijke ervaring
Tijdens het browsen, toont
Live|Test de gewenste ad aan de
consument.
- Realistische context
Na de blootstelling, meten we via
de survey de KPI’s &
diagnostics, maar ook passief het
online gedrag
- Echte effecten
118
Personal Resonance iswat het merk voor mensen doet.
En dat zegt meer dan likeability…
0.68
0.27
Likeability Personal Resonance
Sterkte van de relatie met volgende aankoop (R value) 121
123.
Creëer een persoonlijkeconnectie
Deze reclame gaat over
dingen waar ik echt om geef
index 186
Deze reclame gaat over
dingen waar ik echt van geniet
index 174
Gemiddelde van de pilot van Live|Test
900 respondenten
122
best in class 150 respondenten
Lay’s Maak deSmaak laat mensen massaal participeren en
het succes co-creëren
'We hadden ingeschat dat er
online ongeveer 1 miljoen
Battles gespeeld zouden
worden.
Het zijn er bijna 6 miljoen
geworden!’
Barbara van Verseveld
Marketing Directeur Lay’s
125
Campagne geëvalueerd door Ipsos Synovate
127.
Engaging digital adszorgen voor participatie...
Best in class
index 127
Participatiescore
Gemiddelde van de pilot van Live|Test
900 respondenten
126
best in class 150 respondenten
128.
De reclame zetvooral aan om meer productinformatie en
Wereclame te gaanelicits some desire to see other
also see the ad bekijken...
advertising AND to seek out more information 1
PARTICIPATION
Ipsos ASI | digital
Ipsos ASI Version 1 | Public Base:150
Gemiddelde van de pilot van Live|Test
900 respondenten
127
best in class 150 respondenten
129.
Via webgedrag enbijbehorende motivaties uitzoeken hoe het
nog beter kan…
Motivaties om
Targeted websites niet te clicken: te
weinig
onderscheid:
‘Iedereen biedt dit
aan, of je nu klant
Unieke clicks bent of niet’
Zeer beperkt
Beneden gemiddeld
Search terms Inzicht in de gebruikte
search terms in
1
Google1 Motivaties voor
-
(input voor SEO/SEA) sitebezoek:
checken of
Unieke sites bezocht aanbod echt
beter is dan de
Inzicht in aantallen concurrentie
www.laposte.fr bezochte sites lengte van
4
per persoon overeenkomst
www.laposte.net 3
betalings-
www.lapostemobile.fr voorwaarden
128
Als ze hetexperiment leuk vinden, delen ze het
Retransmission potential score
Gemiddeld in de pilot: 17,4%
Best in class: 36.6%
130
132.
re-transmission can beexpected,sharing worden verwacht;
Er kan veel on- en offline most likely through
but wenietsee evidence of “broadcast sharing” potential
do alleen 1-op-1 maar ook sharing aan velen… 32
How re-transmission is likely to occur:
36%
V. 17%
BENCHMARK
SI | digital
sion 1 | Public
Gemiddelde van de pilot van Live|Test
900 respondenten
131
best in class 150 respondenten
Engaging digital adshebben merk impact
« For people like me »
«makes me feel good about this brand »
43% « makes me think this brand is
different from other brands »
19% 54%
38% « makes me think
27%
about this brand in
43% 51%
a new way »
22% 32%
Pilots best in class
32%
Pilots average
19%
TV norm Gemiddelde van de pilot van Live|Test
900 respondenten 16%
135
best in class 150 respondenten
“ … brands can encourage re-transmission and word-of-mouth advocacy of their
messages to connect with those who are less committed.
Communications and campaigns that achieve this are the ones that will go beyond
market share defence and help brands grow and acquire new customers.
”
Phil Shaw, Head of Digital, Ipsos ASI in ‘Leveraging the social media paradox’
138
140.
The best wayto predict the
future, is to create it.
141.
Hoe creëer jeoptimale
merkimpact door maximale
engagement?
Stephan van Velthoven
Insights Director Ipsos ASI
@Stephanvv
Vroeg beginnen: weweten dat het werkt…
Monitor
Create and
Maximize
Big Ideas
Many early stage A few near In market
Media ideas or creative finished creative evaluation
Receptivity
Plan Qualify
146
148.
Het gaat omreceptivity:
daar zijn waar en wanneer consumenten…
engaged willen worden:
wanneer ze willen luisteren,
je boodschap oppakken
en hierop actie ondernemen
met het merk willen
interacteren,
informatie en advies
zoeken, etc.
De juiste plek & het juiste
moment zorgt voor respect,
geen irritatie
147
149.
We weten overreceptivity… met o.a. projecten voor Google
148
150.
The media environmentwill continue to become more complex
and more fragmented.
This has the potential to overwhelm both brand managers
and the consumers interacting with them.
Gerry Hahlo, Ipsos ASI, ‘Is it worth the money you save?’
149
151.
Convergentie is key
Mediasilo’s verdwijnen
Integratie van media & creatie
Verschillende doelen voor
holistische interactie
152.
We leggen nietde focus op mediabereik van paid media…
151
153.
Maar op watis bijgebleven van alle touch points…
Qualified Recall
Rating
152
154.
153
Rated 8 -10
Rated 1 - 4
Rated 5 - 7
Qualified recall zorgt voor meer variatie tussen touch points
ent
e Ev
Liv
a
em
Cin
C
CG
M/
WO
R
/P
ws
Ne y
pla
Dis
re
Sto
In- ts
ve r
Ad
et
ern
Int
ites
W ebs
Co
e rs
Fly
il
Ma t
Dir v en
dE
or e
ons
Sp r
ste
Qualified Recall Rating:
Po
re
Sto e
s id
t In
nsi
Hoe specifiek is de
Tra ide
uts
tO
nsi
Tra
e rs
os t
herinnering?
lr P
Sm
a rd
lbo
B il
Lr g
er
pap
ws
Ne
zi ne
ga
Ma
dio
Ra
TV
100
80
60
40
20
0
155.
We tonen hoejouw merk per touch point is bijgebleven ten
opzichte van de concurrentie…
154
156.
Hoe klanten andersomgaan met touch points dan niet-klanten
en dus ook een andere aanpak vragen…
De rol van earned zoals die
van WOM is vaak groter
onder klanten
Recall drivers 155
157.
Om de impactop merken te bepalen,
vragen we NIET naar geclaimde effecten
156
158.
We modelleren deinvloed van elke touch point op de merk KPI’s
Brand Awareness
Paid media touch-points
1 Brand Consideration
2
Owned touch-points
Brand Associations
Desire/Equity
Earned touch-points Purchase
3
Usage
Different touch points… drive different targets… to produce different outcomes
157
159.
Door recall &impact te combineren, zien we de touch points die
sterk zijn en potentieel hebben
Put more behind these Continue to spend
touch points or make on these touch points.
creative more memorable Pool out!
Brand Impact
Reconsider strategic
Spend budget elsewhere,
reasons for current
and/or review creative
execution of these
for current weaknesses
touch points
Recall Touch-Point
158
160.
En omdat jeniet alle marketingopties zelf kan testen…
… bepalen we ook de brand
impact van de touch points die
concurrenten gebruiken*
* zonder dat ze het weten
159
161.
Zodat je ziethoeveel elk touch point oplevert, wat gerichte
input geeft om verder te groeien
Average
WoM is important
Conversations with among Heavy Users
friends/family
Impact op Brand Equity (voor de categorie)
Continue with TV
Require
Require
Better
Better Recommendations
Execution
Execution Television
In store circular/flyers
Discussions
Inside advertising on signs
Sponsorship
Direct mail Average
Website
Outdoor Consider Using
Person in store Online search These Less
Free samples Blogs Online Advertising
Emails sent
-3.5 Recall van touch points
160
162.
Hoe kunnen what-ifscenario’s je helpen om
je impact in de toekomst te plannen?
163.
MediaPlanner*360: input voortoekomstige plannen
??
2012 2013 ?
Impact van paid, owned & earned media
in de categorie
Kan kanalen evalueren die een merk
(nog) niet heeft gebruikt
Heeft een simulatietool
162
Maak de cirkelrond
Monitor
Create and
Maximize
Big Ideas
(media agnostic) Many early stage A few near In market
Media ideas or creative finished creative evaluation
Receptivity
Plan Qualify
Are Fundamentals Sound? Are Outcomes There?
Resonance with Brand Role Social Value Sales
Consumer Journey Distinctiveness, Advocacy, Brand Equity
Comprehension, engagement, credibility and fit story-telling capability Re-Transmission
Relevance of idea/execution
169
Emoties zijn belangrijkerdan
ooit
Onderzoekers en marketeers
worstelen met het bepalen
en begrijpen van emoties
Door creatie meer te koesteren
kunnen merken sterker
resoneren
171
173.
“Don't bunt. Aimout
of the ballpark. Aim for the
company of immortals.”
David Ogilvy
172
#4 Several years ago, we started transforming ASI from being solely a testing and tracking company to enhancing our mission to helping our clients brands succeed in engaging more effectively with consumers.Understanding the execution was good but not enough. To understand how brands can succeed with consumers we needed a broader understanding of how advertising can engage with consumers and from the work we were doing, it was clear that the foundational work of shaping communication strategy and starting early was key to achieving greater communications and getting there faster!So, how can communications galvanize your brand? Brands grow when they help people in their lives. When they make people’s lives better and fulfill their aspirations and dreams. Solve a tension in your life. Brands grow when they resonate and the role of advertising is to move the brand closer to the path of needs. By creating familiarity and relevant associations.
#5 Creating a brand and differentiating on product features is hardly a differentiator anymore. With the sophistication of technology and the ability of competitors to copy features it is increasingly difficult to maintain a sustained advantage. Product is a price of entry for sure. The product must deliver and perform well against consumer expectations built. But in this context, differentiating from competitors, is now much more about how you make the consumer feel. The emotional values of the consumer choice: what it says about you, what it solves for you, how it makes you feel. Who I am with what I choose.
#6 Digital is no longer at the margins. Brands are out there in the marketplace being played with and shared by consumers with others. And digital communications have the benefit and challenge of content and context! Liquid and Linked from Coke – shaping the conversation for consumers by clearly defining what the brand stands for but unleashing it for them to own, play and create. Managing Paid, Owned, Earned. The Tweet is one message….if it does not resonate, it dies there….the RE-TWEET (what people do with the first level message) is what is important and what we need to focus on. Something that compelled people to take action and it has even more weight coming from a trusted friend….. Do and Learn….Digital also makes us more free to do things and learn and respond spontaneously. Our clients started exploring the digital world and created stand alone digital units but now this is being turned on its head! Digital is taking the lead in some high profile cases already. Our clients are exploring and getting ready. We encourage them to work with the full richness of digital.
#7 But it is not about Digital alone, it is more about the convergence of all of this and how it works together for a shared ends. The management of the 3 screens and the integration of content and context. The next generation is really managing this convergence.
#8 At the heart of this liquid and linked approach is the big idea! You can only set the brand free if you understand clearly what your brand can bring to consumers in the marketplace. What tension is solved? What human value or truth is being brought or answered? That is the heart of the big idea which has the capability to underpin any type of media or communication vehicle.
#9 With the explosion of media and communication contacts comes the concept of receptivity. It is not about peppering consumers with a machine gun approach and hoping something hits or sticks. Answering the question: How does the brand help the consumer have a better life? We need to be there at the right moment when the consumer is open to hearing us, when the consumer needs information, needs our brand. If we try to connect at the wrong moment, we just annoy them. Understanding receptivity is key to success.
#13 So how do communicationsbuild brand relationships?Let us start by thinking about how a brand sits in the mind of a consumer.This can be best articulated at an individual level by the concept of Brand Mind Cloud. This is the chaotic cluster of images, sounds, associations and colours that constitute the brand in the mind. Each person has a ‘different starting point’ of brand recollections – influenced by different information sources, so the task of impacting each person is different. Here is a depiction of my own personal milky bar mindcloud here, we don’t have time to go into it in too much detail but suffice to say in this case images and sounds related to the brands advertising are very prominent, if you look carefully you we see the child in me embedded somewhere tooFor communication to succeed, it must influence this set of associations by refreshing or changing them as appropriate.The task is clear and it applies equally to all forms of communications, digital or otherwise, how do we get the imagery & associations contained within the piece of marketing communication transferred across to the brand?
#15 And they can be subtlethey can also be positive …and negative.
#16 They are certainly easy to evoke……especially when you’re a child as in the examples I’ve been showing from Jill Greenberg’s End Times show where each child was given a lollypop, only to have it taken away againThese are their reactionsChildren are very raw emotionally, it’s either off or on. Subtlety is not impossible but is harder to find with kids, and that’s where neuroscience comes in
#18 Yes, Emotions Rule – we all know this and we’ve seen it in the work we do. The richer a brand can build their emotional connections, the stronger the performance is in the markets. The importance of this is evident in that the research industry and academia is focusing on this area and it’s where much investment and progress is being made to understand its influence.
#20 So, easy to evoke……But up until recently they have been harder to measure properly and validate for marketers.
#25 So it is about understanding people, their needs, their motivations and the context of their livesBecause Products and services are what we sell to the market, they do not define the market....They only exist because they meet a fundamental human needSome great examples here for cosmetics, beer and carsAnd understanding the nature of that need is what Cenysdiam is all about
#42 De sequoia’s in advertising:Red Bull geeft je vleugelsIk koop bijna nooit dreftHeerlijk, helder Heineken Lóreal, becauseyourworthitOmo: Vuil worden is heel gewoon Via mondige consumenten – merken moeten het gesprek vormgeven Creëren van ownable merkgebied - de emotionele verbinding waar uw merk voor staatAlle media creative onderbouwen – ruim baan voor het merk Moet een specifiek gebied oproepen dat het merk mogelijk wil communicerenConsistentie in paid, owned en earned – gekoppeld aan uw merk DNA
#44 Grote media inzet kan een slechte creatie nooit goed maken
#47 Bespaart de helft van je tijd40% budget Optimalisatielooptsneller en aantalhertestendaalt- In 2008 Brand X spent 492 M$ in research budgetto qualify 3 ads for airing. It spent 12 months in research and had to retest on average 3 times to qualify an ad for each of it’s three campaigns.In 2009 Brand X spent only 287 M$ in research budgetusing early stage on each of its 3 new campaigns before full up production. It qualified its three ads first time, cutting down not only research costs but also time spent in ad research by half.Budget vermindert met 40%Bestedetijdaanonderzoekvermindert met 50%Retests per campagnenemenaf van gemiddeld 3 naar 0
#48 Onderzoek de potentie van eencommunicatieplanGa op zoek en op naar de bestecreatieStemaf en optimaliseer de creatie
#51 Wordt de connection met het merk gemaakt, welk idee doet dat het beste? Past het bij mijn ‘DNA”? Welke idee is het meest emotioneel? Op welke doelgroep werkt dit idee het beste? Kan ik het jarenlang, en verschillende manieren en via alle kanalen inzetten? Exploreren mogelijkheden van creatie
#52 Hoe reageert de doelgroep? Wat is het potentieel? Waarom? Watzijnmogelijkheden? Hoe zou de creatieeruitkunnenzienThe methodology adopted is based on our award winning, integrated toolThe research design has an integrated approach, incorporating the best of both qualitative and quantitative research methodologies to provide a comprehensive response to marketing questions
#58 In our experience, the Right Big Idea for various brands share the following characteristics:They instantly connect to customers lives, needs, goals and values and address problems, frustrations and aspirations through having a truly piercing insight. But that insight also can leveraged meaningfully by the brand. Without the brand, you do not have a big idea.They can work across all media, not just TV and not just digital, and they can be sustained over timeBut they also rally the staff around the brand, empower them to be a part of something biggerBUILD, and in financial services they must also work for all lines of business and all products/ services – which can be a very big task. BUILD:We have done a lot of Big Idea research over the years, and one thing we have found is that only one in three Big Idea stimuli tested are the right Big Ideas for the Brand. In other words, two-thirds of stimuli need to be ruled out, or optimized. And we focus on continuing to cultivate, and optimize the ideas with the right customer feedback and the right stakeholder feedback so that they can truly deliver on the end promise.*AMONG NEARLY400BIG IDEA EXPLORATIONS TESTED TO DATEHere are some examples…
#59 Copy Evaluator for each big idea stimulus to reveal components which are meaningful or not to guide optimizationEmotional response captured through Emoti*Scape to dive deeply into how the idea makes them feelClosed ended evaluation of key questions that measure the success of the big idea stimulus with a focus on connection to the brandClosed ended diagnostics to help explain overall reactions and drivers of engagementExploration of spontaneous reactions from quant to identify key issues and guide moderator on areas of concern and interestExploration of each big idea stimulus: how it is perceived, key drivers of engagement and contagiousness.CollageIntroduce other stimuli … music, taglines, mood reels, videos to provide insight into creativusing visuals to help participants visually express themselves. Provides understanding of where and how far they travel with it.Guide respondents to intended big idea stimulus to ensure the big idea stimulus has been ‘done justice’ and potential is well explored.e execution and open new territory/understanding.
#60 Hieronder ziet u nogmaals het idee. Zou u de woorden of zinnen in dit idee die voor u betekenisvol zijn of u aanspreken willen markeren? Streep vervolgens de woorden of zinnen door die voor u niet betekenisvol zijn of u niet aanspreken.
#64 Find a hook to grab the attention of consumers beyond the communicated benefit. Strengthen the distinctiveness, specificity of product proposition. Give more explanation on the communicated benefit.
#65 Kwalitatieve verdieping daardoor: Betrouwbare, representatieve en diepgaande resultaten door een combinatie van kwantitatieve en kwalitatieve resultatenBiedt learnings op zowel de communicatie inzicht en de communicatie ideeIdeeën kunnen meerdere malen ontwikkeld en verbeterd worden door de kwant-kwal aanpakActies en analyse zijn afgestemd op Big*Ideameasures (op basis van uitgebreide ervaring IpsosASI's in reclame-onderzoek)
#69 And given this knowledge, we are leveraging new technology and evolving our tools for measuring and assessing the impact of emotions in communications from biometrics/neuroscience to new visual tools and assessment of personal values. We want to invite our clients to explore this and make sure you are making the best use of these emotional values to best expand and support your brands.
#70 Ipsos partners with Innerscope Research to conduct biometric studies, in which they use their proprietary technology to collect 4 channels (or signals) of physical response…
#71 which are combined into a summary measure of emotional engagement.
#72 This technique results in a second by second measurement of the consumer’s engagement with a visual stimulus. This level of granularity can provide deep insight, but it is also true that biometric measurement must be done in person (the respondent has to be connected to the measurement device by a trained technician), in a central or pre-recruited location, and at this time is not easily combined with standard online survey research.
#79 I can think of many of ads which make me cry, which is what the advertiser is intending – but someone else watching that same ad might feel manipulated – which is not exactly the emotional response they are going for.
#88 A second point, even more important than this, is that “emotional response” itself is not a business result – so it doesn’t make sense that generating an emotional response be an advertising objective in and of itself.
#94 And while it is true that not all emotions are accessible, and especially not at the moment they are being experience, ASI’s years of experience with our own tools for measuring emotional response in a survey shows that consumers can report their emotional response to an ad, or to a brand. We know that respondents can identify, articulate and differentiate many different emotional states.
#95 The CEP®Test measures rely on consumer’s response to a series of scaled questions, half of which ask consumers to rate the information (cognitive) dimensions of the ad and the other half dealing with more emotional dimensions. The responses to the individual questions are input to an algorithm to calculate the overall perceived effect. The results from the algorithm are scaled from 0 to 200, with a mean of 100 (for Finished ads).
#99 Norm for Finished Ads: CP = 100, EP = 100, “Greater than Norm”: CP = 120, EP = 120Norm for Rough Ads: CP = 107, EP = 84, “Greater than Norm”: CP = 127, EP = 104
#100 Norm for Finished Ads: CP = 100, EP = 100, “Greater than Norm”: CP = 120, EP = 120Norm for Rough Ads: CP = 107, EP = 84, “Greater than Norm”: CP = 127, EP = 104
#104 Our research demonstrates we can differentiate ADS using these emotional tools.Our data shows that Emotive Power is strongly correlated with Positive Emotions on ASI’s EMO map, closely enough that we can be confident in using EMO to explain the nature of the emotional response reflected in EP.There is some correlation between Cognitive Power & Emotive Power, but it is not a strong one. They measure different things, but they are not completely independent.As we might expect, there is less correlation between Cognitive Power and Positive EMO, but it is not zero. Consumers respond emotionally to informational content, and even Cognitively driven ads have some Emotional content.
#115 Grofweg 2 vormen van re-tranVnl viewsOf view& conversatiesLaatste is rijkerEn we ziendat cases met hoge emotive power vaak die laatsterijkerevorm van re trans vertonen
#120 Brands open up a two way connection to consumers through apersonally relevant branded story
#121 Branded experiences consumers will activate in real life to enhance their own experience...Nike put a sensor in shoes in partnership with Apple and its Nike+ platform and all of a sudden activities can show up on your phone, on your laptop, in online conversation with friends and fellow runners.
#124 Provide useful brand content that helps on a regular/daily basis that keeps consumers coming back
#126 Participatie in campagnesbiedtconsumenten de mogelijkheidom…Meer tijdaan je campagne te besteden: het verlengt de levensduurna de exposureMeer na te denken over hoe je product nogbeterkanwordenEenbetergevoel te krijgenbij je merkErzelfbeter van te wordenDitpubliek te beoordelenEn meer te delen met anderen…Dezeacties van de consumentzelfkunnen de stappenzijnnaarmeer behavioral and attitudinal brand shifts. Every time possible we will monitor what people do (observation).Otherwisewe’llbelookingforwardintended actions & adapt participation cues to digital execution AND context : Rate / like / comment…
#130 Encourage consumers to share their positive experience of the brand with their friends on line
#139 the strength of a big idea qual and quant tested early by Ipsos, and now getting tremendous buzz in market …Contrex, Nestlé’s mineral water brand in France, has launched a new multichannel ad campaign with Ipsos ASI that tops popularity charts. Using Big Idea – our qual/quant approach that involves the client, the ad agency and Ipsos – the project aimed to identify THE big idea that would be unrolled across all communication platforms to reposition the brandNumber of views: 11,616,239 French version; 1,727,271 English version http://www.youtube.com/watch?v=yEH4Yum4nN4&feature=player_embeddedhttp://www.youtube.com/watch?feature=player_detailpage&v=bGJSEEx2pXc
#142 Belang van emoties, aansluiten op emobehoeften, vroegbeginnenemosnaar te vinden,emozorgtvoor sharingPrachtigomdaarmeeaan de slag te gaan, maar hoe breng je ‘t in de praktijk? Als je baas eersteen plan vraagt, akkoordom budget wil, eenprognose van de effectiviteit van je plannenwilzienDan raaktieookeensnaar, want je kuntnogzomooieemotievolleideeënbedenken, het moetwelbekendgemaaktworden, overgebrachtworden en datkost geld en datvraagtom media…
#144 Hoe werkenzesamenHoe weet je wat paid echtoplevert?Hoe zorg je dat je meerhaaltuit owned & earned
#161 The difference between Brand X and Brand Z appears to be focused around HCP. Heavy Users tend to rely more on this source of information and it also is a more important driver of brand perceptions.
#169 Famous quote from Niels Bohr – famous quantum physicist, refering to the Uncertainty Principle where a particle will be at the same place in time or Vice Versa. As we all know in an increasingly complex and networked world it becomes harder and harder to make long term predictions! =====================================================The quote comes from a question and answer period during a seminar in Copenhagen where Danish Physicist Niels Bohr laid out the fundemental nature of quantum physics for the public. Included was the description of the Heisenberg Uncertainty Principle which basically says that you can't predict where a particle will be at a specific place in time, or vice versa. The question that triggered the answer was: What do you predict the influence of Quantum Physics will have on the world in the future?" and Niels Bohr said, somewhat tongue in cheek due to the prominence of the principle, that "it is exceedingly difficult to make predictions, particularly about the future" (because we can't even know what the state of our situation is NOW, much less in the future). The uncertainty principle states that the more precisely you measure one quantity, the less precisely you can know another associated quantity. The quantities sometimes come in set pairs that can’t both be completely measured.What Heisenberg found was that the observation of a system in quantum mechanics disturbs the system enough that you can’t know everything about the system. The more precisely you measure the position of a particle, for example, the less it’s possible to precisely measure the particle’s momentum.
