What distinguishes a winning communication strategy from a losing one? In this presentation, we shared the results of SKIM's meta-analysis of hundreds of claims across 14 different categories. While popular communication techniques like humor, comparative advertising, jargon, and other approaches appear often in communication efforts, they can unintentionally undermine this message and render a claim ineffective. Instead, our analysis shows that a tangible promise of value is absolutely critical to a claim's success. Mini and Sarah showed how re-analyzing large amounts of data across your studies and categories can be a powerful tool in generating essential consumer insights. For more presentations from SKIMspiration London, visit www.skimspiration.com/downloads.

1. expect great answers
Developing Winning Claims!
Mini Kalivianakis & Sarah Cunliffe #SKIMspiration
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2. Claims Workshop Program
The goal of this workshop is to inspire you to rethink
the way you communicate with your consumers
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• Based on the results of SKIM's meta-analysis of
hundreds of claims across 14 different categories in
more than 30 countries across the globe

3. Developing a winning claim is like completing an
obstacle course. Pass all the hurdles to succeed!
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http://www.skimgroup.com
/clearing-hurdles-of-claim-
creation

4. This interactive quiz will
expose you to the three most
important principles that will
help you develop more
effective communication
messages
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5. Which claim do you find most appealing?
Raise your green card if you think
the claim outlined in green is better
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Raise your blue card if you think
the claim outlined in blue is better

6. For perfectly smooth skin
Designed for perfection
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7. For perfectly smooth skin
Designed for perfection
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8. Promise value
Clearly state your key benefit to drive consumer
choice; calling upon desires or aspirations
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9. More cleaning power
than any other detergent
Removes more stains
than any other detergent
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10. More cleaning power
than any other detergent
Removes more stains
than any other detergent
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11. Be Specific
Describe precisely what
benefit consumers are
going to get
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12. Our new family car is more fuel
efficient than any other family car
Our new family car gets 45
miles per gallon
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13. Our new family car is more fuel
efficient than any other family car
Our new family car gets 45
miles per gallon
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14. Set Yourself
Apart
• Carefully assess your competitive environment
• Explain the position of your products next to others;
i.e. show why you are better, rather than simply
stating it
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15. Avoid pitfalls
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Be positive Avoid Jargon Avoid humour Be respectful

16. Claims that consider these factors are more
likely to succeed than claims that do not
By expressing benefits that help the
consumer reach a desirable end state
By adhering to a set of minimum ‘style’
requirements to have a chance of success
By offering a differentiating value promise in
a comparative or non-comparative setting
By clearly describing the product
benefits in words or numbers
Promise value
Be specific
Set yourself apart
Avoid pitfalls
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17. #SKIMspiration
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contact us or follow us online!
Mini Kalivianakis | Director
m.kalivianakis@skimgroup.com
+31 1028 23551
Sarah Cunliffe | Project Manager
s.cunliffe@skimgroup.com
+44 (0) 208 222 7700