The ARF presents:
Engagement Council
Engagement Moves Forward:
New Case Studies and Evidence
September 2009
2
Welcome & ARF Updates
Joel Rubinson
Chief Research Officer
3
Thank You to Our Sponsors
4
Don’t turn off your cell phones!
Follow The_ARF Ad Week events on
Twitter at #arfadweek
Upcoming ARF Event – Industry Leader Forum
Winning with Social Media
November 3, 2009 • New York Athletic Club
Social medi...
Upcoming ARF Events
TO FIND OUT MORE AND REGISTER – WWW.THEARF.ORG
Online Research Quality Council
A Special Meeting
SEPTE...
7
Welcome
Raymond Pettit
SVP, Research and Standards
The ARF
8
Introductions and Agenda Overview
Greg Whiteman
Manager of Market Research
United States Postal Service
Robert Woodard
V...
9
Belle Frank
EVP, Director of Strategy & Research
Engage MORE, Wreck-LESS
Connecting with teens for safer driving
10
Reckless driving prevention
11
Dude, I got it under control!”
Reckless driving is a problem…
Dude, I got it under control!”
Reckless driving is a prob...
12
It’s a growing  trend.
13
The Youth Reckless 
Driving Prevention 
Initiative
14
Reduce the number of injuries/deaths 
among 15‐20 year‐old drivers and 
passengers  in car crashes that were the 
resul...
15
Initial CAMPAIGN
16
UR The 
Spokesperson”
17
“Act Now”
“New & Improved”
“Car Windshield”
18
Out of Home Advertising
19
Print
Advertisement
20
ONLINE
21
Website
22
Rev up the engagement
23
Original Premise: TALK TO the passenger
New Insight: ENGAGE WITH the passenger    
NOT the driver   
24
So, like, what makes you tick?”
We wanted to dig deeper into teens…
The road to engagement
25
busy
bored
social
inexperienced
anti‐conflict
connected
complicated
distracted
energized
LOUD
realists
funny
reckless
s...
26
I love riding around with my friends.  It’s really cool to finally be 
in the car on our own, going wherever we want, 
...
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 b...
28
shiftingGEARS
The new strategy
29
The Creative
Brief
30
BEHAVIOR
Stop teenage reckless driving, 
the #1 killer of 15‐20 year‐
olds in America.
31
Barrier
I don’t want to end up looking 
like a dork in from of my 
friends.”
How to do it/
What to say?
Not knowing how...
32
Key message
Real friends speak up 
when their friends 
drive crazy.
33
Well‐known cool 
people have their 
own ways of 
speaking up when 
they don’t like 
something.  They can 
show you how ...
34
from
You should speak up
to…
35
Taking pressure off  //  Empowerment  //  Distigmatizing //  Help/Suggestions  //  Permission  //  Showcasing
…giving
a...
36
37
Video
•Eyes
•Haunting
•Horse
Radio
•Words
•Passenger
38
39
40
41
ALERTIFICATION
42
43
impact
44
+$11,000,000
Donated media in 1st quarter of 2009
45
60,000+ Hits on YouTube within the first week
46
The Psychology
• Messenger
• Interaction
• Message
47
Inspires
Partial Outsider →
Curiosity, 
Interest
Dismissed as 
Irrelevant “Other”
Total Outsider→
engerMess
48
Interaction
Talking At  Talking WithVS
49
Teens don’t engage with 
the feeling of being 
lectured
PREACH
Teens feel 
empoweredby 
speaker while maintaining 
inde...
50
Open road california coast
• It doesn’t matter what you say…
It doesn’t matter what you say…
Rules of Engagement
Bill Siegel
Longwoods International
Rules of Engagement
Lessons learned from 30 years
of research:
• Simple rules for creating
engagement
• Examples of ads th...
Rules of Engagement
Inspiration came from:
Neuropsychology
Social psychology
Cognitive psychology
Politicians
Empirical fi...
Selling vs. Marketing
Selling: Unloading what you got
Marketing: Understanding what people want
and giving it to them
Wher...
Example: Children’s Cereal
What do mothers’
consider most
important when
buying breakfast
cereal for their kids?
Answer: “Health and Nutrition”
What Do They Actually Purchase?
Rule 1
If you want to know
what’s important to
people - - -
DON’T ASK
What’s the Problem?
Consumers don’t know
what motivates them
Reliance on left-brain,
logical socially
acceptable, motherho...
The Result
Me-too communications that don’t work
Up to 100 times less effective than
messages that hit the emotional hot b...
Get Under the Hood to Uncover the
Real Purchase Motivators
Indirect approach proven across several thousand
studies:
• Ass...
Example: Hawaii
“The Most Beautiful
Islands in the World”
Positioned as a beach
destination:
• Sun and sand
• Sunsets and ...
Why?
Left-brain research
They asked visitors why
they came to Hawaii.
The answer:
• “For the beach”
• “To relax”
Getting Under the Hood
Used indirect
approach to uncover
needs
Real motivators are:
• Hawaiian culture
• Excitement, not
r...
The Islands of Aloha
Engagement = ROI
Rule 2
Beware the Rational
Response to the
Emotional Desire!
Left-Brain Approach in Packaged Goods
Tastes good
Makes clothes
cleaner
Whitens teeth
Dentists would
approve
Hair 50% thic...
Why?
In 30 years of advertising research, emotion beats logic
almost every time
A universal truth across many categories t...
Packaged Goods Ads that Generate
Engagement: Pantene
71
Packaged Goods Ads that Generate
Engagement: Herbal Essences
72
Packaged Goods Ads that Generate
Engagement: Crest
Rule 3
Sell the Benefit, Not
the Feature
Parcel Delivery Example
In-store POP: Posters
Van Signage
The Bottom Line:
Short-term ROI
Percent of Business Influenced by Campaign 9%
Incremental Revenue Due to Campaign $15,907,...
Client Reaction
“This makes Holiday my
best campaign overall …
Remember this is our high
margin business, so when I
look a...
Branding America’s Capital
From Logic to Emotional Engagement
2006: The Starting Point
Our Assignment
Evaluate the equity in the existing brand locally,
regionally, nationally and internationally:
• Determine ...
Perception Research
Qualitative interviews with opinion leaders
Online U.S. quantitative survey
• Includes Regional and Lo...
Washington’s National Image —
“A Place I’d Really Enjoy Visiting”
% Strongly Agree
National: Image Strengths vs.
Competitors
15 M
18%
18%
19%
21%
22%
24%
28%
29%
29%
33%
35%
36%
Unique American experience
...
Quadrant Analysis
Red attributes show
DC attributes with
greatest advantage
over competitors
and potential to
motivate tra...
Brand Positioning
DC engages you 
with powerful experiences 
and personal moments 
that celebrate, inspire and 
expand you...
Creative Finalized Based on
Pretesting
“Create Your Own Power Trip”
• Balances “Powerful” with
“Personal”
Potential backfi...
Rule 4
Go for the Halo
By understanding your customers’ top priorities, you can
focus on a core message that enhances your...
Client Reaction
“The research conducted by
Longwoods was fundamental to
building Destination DC’s brand
architecture. They...
Marketing in Tough Times
2009: Major Budget Increase
Largest Tourism Promotion Budget
in Michigan’s history - $30 million
Winter advertising for th...
Pure Michigan Accolades
Best State Tourism Advertising
Campaign, 2007
Best State Tourism Television
Advertising, 2007
Best...
Pure Michigan Accolades
“We don't like to mince words. So here goes: "Pure
Michigan" is a pure delight. We're talking, of ...
Advertising Return on Investment
2004 – 2008 Results
$26.34 million in out-of-state advertising
Generated 4.97 million tri...
Branding America Overseas
The Challenge
First ever campaign to
brand America
• launched in UK and
Japan
Limited budget
Weak image of U.S.
abroad
The Solution
Borrow interest from the one thing
that the rest of the world loves about
America:
• HOLLYWOOD MOVIES
Creates...
Rule 5
Borrow or Steal to
Create Image
Transference
6. The Cardinal Rule
Reach for the top
to maximize
engagement and
ROI
Maslow’s Hierarchy of Needs
Rules of Engagement
Bill Siegel
Longwoods International
Using Emotivation in the
business-to-business category
Barbara Basney
Director, Global Advertising
Xerox Corporation
Anne ...
Agenda
The Xerox Emotivational Challenge
Drumcircle Approach
Emotivations Down On The Farm
The Xerox Challenge
The Xerox Brand
An established brand
Like all brands it has strengths, and areas of
opportunity
"We have transformed Xerox into a business 
that connects closely with customers in a 
content‐rich digital marketplace….o...
The impact on communications?
Communications need to reposition the company in 
the hearts and minds of internal and exter...
The bridge between the Brand Idea and external 
expressions of the brand through communication
An emotional or physical te...
What is a Communications Platform?
Xerox Global Communication
Challenges
Overcome the Xerox perceptual barriers
Communicate the new brand positioning with 
d...
Emotivation™ Architecture
What did it provide?
Uncovered target audience insights regarding the 
business world, the categ...
Barbara’s Epiphany:
“Office equipment is
an emotional 
category!”
120
Let’s TalkLet’s Talk
About Emotions 
and 
Marketing
About Emotions 
and 
Marketing
© 2009 Drumcircle,
LLC
Page 121
Drumcircle
The Heartbeat of the Brand™:
•Communications Strategy
•Message Architecture
•Pr...
© 2009 Drumcircle,
LLC
Page 122
90-Second
Drumcircle’s
exclusive guide to making
great marketing decisions
and tedious par...
© 2009 Drumcircle,
LLC
Page 123
There’s no 
such thing
as a 
completely 
rational 
decision.
© 2009 Drumcircle,
LLC
How we decide: Old Thinking*
Decision‐making as a linear, rational process
Think Do Feel
*On the Ro...
© 2009 Drumcircle,
LLC
How we really decide: New Learning
Emotional reactions happen within 10 milliseconds of a stimulus....
© 2009 Drumcircle,
LLC
Page 126
The story of Antonio 
and “Elliot”
© 2009 Drumcircle,
LLC
Page 127
“Assessing the iPhone
was excruciating.”
“Your heart was swept away by what 
Apple does so...
© 2009 Drumcircle,
LLC
Since people 
always choose
whatever                      
feels right,
then innovate,
create 
and
...
© 2009 Drumcircle,
LLC
Page 129
So, Now Let’s TalkSo, Now Let’s Talk
About Tractors.About Tractors.
© 2009 Drumcircle,
LLC
Page 130
1
1
Using Emotivation™
to launch a 
100% rational product* to 
an unemotional, 
utterly pr...
© 2009 Drumcircle,
LLC
Page 131
131
AGCO:
$9 billion in ’08 sales
Stock Symbol ‐ AG
(2nd largest) Worldwide maker of ag
eq...
© 2009 Drumcircle,
LLC
Page 132
2008, a genuine, technical breakthrough: SCR
New eco‐friendly engine technology, Selective...
© 2009 Drumcircle,
LLC
Page 133
133
1)  Help farmers comply EPA 
regulations.
2) Help farmers go green.
3)  Save farmers m...
© 2009 Drumcircle,
LLC
Page 134
What we did:
© 2009 Drumcircle,
LLC
Page 135
• Online Emotivation Mining
• Our unique, online research 
technique reveals the feelings ...
© 2009 Drumcircle,
LLC
Page 136
The b.frank online interface. Not a picture sort, not a “select the words we provide”
exer...
© 2009 Drumcircle,
LLC
Page 137
© 2009 Drumcircle,
LLC
Imagine that you could own a tractor 
that’s perfect in every way…
Now Imagine that you could own a...
© 2009 Drumcircle,
LLC
Page 139
IdGrids: the first output 
of b.frank
AGCO – Project Peaches
Literally thousands of image,...
© 2009 Drumcircle,
LLC
Page 140
Whole‐team 
Emotivation discovery 
workshops
Dirty hands are happy hands!
“People implemen...
Create/Debate™
Sessions
“Creators” are given the tools and 
opportunity to explore their feelings
Link their feelings bran...
Pictures from 
b.frank.
Product features 
and benefits, 
positioning 
concepts, trial 
balloon 
messages, etc.
“Raw 
Emoti...
© 2009 Drumcircle,
LLC
Page 143
143
What we learned:
© 2009 Drumcircle,
LLC
Page 144Page 144
So, what does all this mean for that “no brainer” we 
discussed earlier?
It helps ...
© 2009 Drumcircle,
LLC
Page 145Page 145
This is a brainer.
Because, we also 
heard, from 
farmers’ own lips:
The EPA is Satan’s 
Handpuppet.
•“Stupid decisions are being made 
by people who don’t have a clue 
about farming. But we’...
© 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,...
Farmers are already as 
green as they need to 
be, thank you very 
much.
•In fact, they’re the only “rationally 
green” pe...
“Fuel Efficiency*” is a 
giant snore.
•“Even at $5 a gallon, it’s one of my 
cheapest inputs”
•“Something like a 20‐30% 
i...
Independent 
and Patriotic
Eco‐RationalStewards of 
the land
Astute Practically 
Profitable
© 2009 Drumcircle,
LLC
Page 151
Perfect Experience
Fuel and Pollution
Typical Experience
Independent and 
Patriotic
Stewar...
© 2009 Drumcircle,
LLC
Page 152
Clearly explain to me what you are doing. How does 
this new engine work? Will it be relia...
© 2009 Drumcircle,
LLC
Page 153
Clearly explain to me what you are doing. How does 
this new engine work? Will it be relia...
© 2009 Drumcircle,
LLC
Page 154
154
And here’s what happened when 
AGCO’s Ad Agency* got to work
*The Crafton Group, Atlan...
© 2009 Drumcircle,
LLC
Page 155
© 2009 Drumcircle,
LLC
Page 156
© 2009 Drumcircle,
LLC
Page 157
© 2009 Drumcircle,
LLC
Page 158
© 2009 Drumcircle,
LLC
Page 159
© 2009 Drumcircle,
LLC
Page 160
© 2009 Drumcircle,
LLC
Page 161
Drumcircle created the core concept “Let’s be eco‐rational”, which was used  in every aspe...
© 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 s...
163
Next Steps and Adjournment
Greg Whiteman
Manager of Market Research
United States Postal Service
Robert Woodard
VP, Gl...
ARF Engagement Council - AdWeek 2009
ARF Engagement Council - AdWeek 2009
ARF Engagement Council - AdWeek 2009
ARF Engagement Council - AdWeek 2009
ARF Engagement Council - AdWeek 2009
ARF Engagement Council - AdWeek 2009
ARF Engagement Council - AdWeek 2009
ARF Engagement Council - AdWeek 2009
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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. 1. The ARF presents: Engagement Council Engagement Moves Forward: New Case Studies and Evidence September 2009
  2. 2. 2 Welcome & ARF Updates Joel Rubinson Chief Research Officer
  3. 3. 3 Thank You to Our Sponsors
  4. 4. 4 Don’t turn off your cell phones! Follow The_ARF Ad Week events on Twitter at #arfadweek
  5. 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. 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. 7 Welcome Raymond Pettit SVP, Research and Standards The ARF
  8. 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. 9 Belle Frank EVP, Director of Strategy & Research Engage MORE, Wreck-LESS Connecting with teens for safer driving
  10. 10. 10 Reckless driving prevention
  11. 11. 11 Dude, I got it under control!” Reckless driving is a problem… Dude, I got it under control!” Reckless driving is a problem…
  12. 12. 12 It’s a growing  trend.
  13. 13. 13 The Youth Reckless  Driving Prevention  Initiative
  14. 14. 14 Reduce the number of injuries/deaths  among 15‐20 year‐old drivers and  passengers  in car crashes that were the  result of reckless driving. The Goal
  15. 15. 15 Initial CAMPAIGN
  16. 16. 16 UR The  Spokesperson”
  17. 17. 17 “Act Now” “New & Improved” “Car Windshield”
  18. 18. 18 Out of Home Advertising
  19. 19. 19 Print Advertisement
  20. 20. 20 ONLINE
  21. 21. 21 Website
  22. 22. 22 Rev up the engagement
  23. 23. 23 Original Premise: TALK TO the passenger New Insight: ENGAGE WITH the passenger     NOT the driver   
  24. 24. 24 So, like, what makes you tick?” We wanted to dig deeper into teens… The road to engagement
  25. 25. 25 busy bored social inexperienced anti‐conflict connected complicated distracted energized LOUD realists funny reckless smart followers daring unsure fun optimistic Loud musiclearningscared fearless
  26. 26. 26 I love riding around with my friends.  It’s really cool to finally be  in the car on our own, going wherever we want,  listening to music, talking, texting.  Even though it can be scary  to drive with a new driver, I love that we don’t need our parents  to take us places anymore.  We are free.” “My friends are really important to me. I  watch out for them and would never do  anything to put them in danger.  When I’m a  passenger, I can be the one who rides  shotgun, gives directions  and watches out  for the driver. 
  27. 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.”.
  28. 28. 28 shiftingGEARS The new strategy
  29. 29. 29 The Creative Brief
  30. 30. 30 BEHAVIOR Stop teenage reckless driving,  the #1 killer of 15‐20 year‐ olds in America.
  31. 31. 31 Barrier I don’t want to end up looking  like a dork in from of my  friends.” How to do it/ What to say? Not knowing how to  speak up.  Kids don’t  know how to say it  without feeling dorky,  so they prefer not  saying anything at all.
  32. 32. 32 Key message Real friends speak up  when their friends  drive crazy.
  33. 33. 33 Well‐known cool  people have their  own ways of  speaking up when  they don’t like  something.  They can  show you how you  can do it too. Your  friends will listen to  you. Real friends  look out for each  other.  And besides  they don’t want  you to think  they are bad  drivers.
  34. 34. 34 from You should speak up to…
  35. 35. 35 Taking pressure off  //  Empowerment  //  Distigmatizing //  Help/Suggestions  //  Permission  //  Showcasing …giving a teens
  36. 36. 36
  37. 37. 37 Video •Eyes •Haunting •Horse Radio •Words •Passenger
  38. 38. 38
  39. 39. 39
  40. 40. 40
  41. 41. 41 ALERTIFICATION
  42. 42. 42
  43. 43. 43 impact
  44. 44. 44 +$11,000,000 Donated media in 1st quarter of 2009
  45. 45. 45 60,000+ Hits on YouTube within the first week
  46. 46. 46 The Psychology • Messenger • Interaction • Message
  47. 47. 47 Inspires Partial Outsider → Curiosity,  Interest Dismissed as  Irrelevant “Other” Total Outsider→ engerMess
  48. 48. 48 Interaction Talking At  Talking WithVS
  49. 49. 49 Teens don’t engage with  the feeling of being  lectured PREACH Teens feel  empoweredby  speaker while maintaining  independence PARTNER Message
  50. 50. 50 Open road california coast • It doesn’t matter what you say… It doesn’t matter what you say…
  51. 51. Rules of Engagement Bill Siegel Longwoods International
  52. 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. 53. Rules of Engagement Inspiration came from: Neuropsychology Social psychology Cognitive psychology Politicians Empirical findings across many product categories
  54. 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. 55. Example: Children’s Cereal What do mothers’ consider most important when buying breakfast cereal for their kids?
  56. 56. Answer: “Health and Nutrition”
  57. 57. What Do They Actually Purchase?
  58. 58. Rule 1 If you want to know what’s important to people - - - DON’T ASK
  59. 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. 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. 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. 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. 63. Why? Left-brain research They asked visitors why they came to Hawaii. The answer: • “For the beach” • “To relax”
  64. 64. Getting Under the Hood Used indirect approach to uncover needs Real motivators are: • Hawaiian culture • Excitement, not relaxation
  65. 65. The Islands of Aloha
  66. 66. Engagement = ROI
  67. 67. Rule 2 Beware the Rational Response to the Emotional Desire!
  68. 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. 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. 70. Packaged Goods Ads that Generate Engagement: Pantene
  71. 71. 71 Packaged Goods Ads that Generate Engagement: Herbal Essences
  72. 72. 72 Packaged Goods Ads that Generate Engagement: Crest
  73. 73. Rule 3 Sell the Benefit, Not the Feature
  74. 74. Parcel Delivery Example
  75. 75. In-store POP: Posters
  76. 76. Van Signage
  77. 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. 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. 79. Branding America’s Capital From Logic to Emotional Engagement
  80. 80. 2006: The Starting Point
  81. 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. 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. 83. Washington’s National Image — “A Place I’d Really Enjoy Visiting” % Strongly Agree
  84. 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. 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
  86. 86. Brand Positioning DC engages you  with powerful experiences  and personal moments  that celebrate, inspire and  expand your world
  87. 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
  88. 88. 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.
  89. 89. 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
  90. 90. Marketing in Tough Times
  91. 91. 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
  92. 92. 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
  93. 93. 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
  94. 94. 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
  95. 95. Branding America Overseas
  96. 96. The Challenge First ever campaign to brand America • launched in UK and Japan Limited budget Weak image of U.S. abroad
  97. 97. 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
  98. 98. Rule 5 Borrow or Steal to Create Image Transference
  99. 99. 6. The Cardinal Rule Reach for the top to maximize engagement and ROI Maslow’s Hierarchy of Needs
  100. 100. Rules of Engagement Bill Siegel Longwoods International
  101. 101. Using Emotivation in the business-to-business category Barbara Basney Director, Global Advertising Xerox Corporation Anne Manning Founding Partner Drumcircle, LLC
  102. 102. Agenda The Xerox Emotivational Challenge Drumcircle Approach Emotivations Down On The Farm
  103. 103. The Xerox Challenge
  104. 104. The Xerox Brand An established brand Like all brands it has strengths, and areas of opportunity
  105. 105. "We have transformed Xerox into a business  that connects closely with customers in a  content‐rich digital marketplace….our new  brand reflects who we are, the markets we  serve, and the innovation that differentiates us  in our industry……” Anne Mulcahy, Xerox Chairman and CEO, 2008 Announced January 7, 2008:
  106. 106. 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
  107. 107. The bridge between the Brand Idea and external  expressions of the brand through communication An emotional or physical territory that gives the brand  direction and consistency over time Acts as a stepping stone between the world of the  brand and the consumer Sparks executional ideas that exist under it across all  marketing communications What is a Communications Platform?
  108. 108. What is a Communications Platform?
  109. 109. Xerox Global Communication Challenges Overcome the Xerox perceptual barriers Communicate the new brand positioning with  differentiation and relevance Build an emotional connection to help make Xerox  a more approachable and human company in line  with the desired brand personality attributes This led us to …
  110. 110. 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
  111. 111. Barbara’s Epiphany: “Office equipment is an emotional  category!”
  112. 112. 120 Let’s TalkLet’s Talk About Emotions  and  Marketing About Emotions  and  Marketing
  113. 113. © 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™
  114. 114. © 2009 Drumcircle, LLC Page 122 90-Second Drumcircle’s exclusive guide to making great marketing decisions and tedious party conversation
  115. 115. © 2009 Drumcircle, LLC Page 123 There’s no  such thing as a  completely  rational  decision.
  116. 116. © 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.
  117. 117. © 2009 Drumcircle, LLC How we really decide: New Learning Emotional reactions happen within 10 milliseconds of a stimulus. Our brains can’t form a  conscious thought about  the stimulus until 500  milliseconds later. Think Feel Do
  118. 118. © 2009 Drumcircle, LLC Page 126 The story of Antonio  and “Elliot”
  119. 119. © 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
  120. 120. © 2009 Drumcircle, LLC Since people  always choose whatever                       feels right, then innovate, create  and execute accordingly  at every point of contact.  let’s discover  exactly what right feels  like,
  121. 121. © 2009 Drumcircle, LLC Page 129 So, Now Let’s TalkSo, Now Let’s Talk About Tractors.About Tractors.
  122. 122. © 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.
  123. 123. © 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
  124. 124. © 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
  125. 125. © 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:
  126. 126. © 2009 Drumcircle, LLC Page 134 What we did:
  127. 127. © 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:
  128. 128. © 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
  129. 129. © 2009 Drumcircle, LLC Page 137
  130. 130. © 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:
  131. 131. © 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…
  132. 132. © 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.
  133. 133. Create/Debate™ Sessions “Creators” are given the tools and  opportunity to explore their feelings Link their feelings brand and product  attributes, weaving their story with  the brand’s story Defend their narrative under  questioning from “Debaters” Farmers in Mankato, MN  creating the perfect tractor
  134. 134. 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.
  135. 135. © 2009 Drumcircle, LLC Page 143 143 What we learned:
  136. 136. © 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
  137. 137. © 2009 Drumcircle, LLC Page 145Page 145 This is a brainer. Because, we also  heard, from  farmers’ own lips:
  138. 138. The EPA is Satan’s  Handpuppet. •“Stupid decisions are being made  by people who don’t have a clue  about farming. But we’re the ones  who have to live with it.” •“Everybody wants a cleaner world,  but nobody wants to pay 20% more  for their food. Farmers are stuck in  the middle.”
  139. 139. © 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.””
  140. 140. Farmers are already as  green as they need to  be, thank you very  much. •In fact, they’re the only “rationally  green” people in the world •“Tree huggers on the coasts have  lost all touch with reality” •“Agriculture gets blamed for  environmental damage. It’s  ludicrous. We make our living from  the environment!”
  141. 141. “Fuel Efficiency*” is a  giant snore. •“Even at $5 a gallon, it’s one of my  cheapest inputs” •“Something like a 20‐30%  improvement…I guess that might get my  attention.” *Diesel fuel was $5 a gallon at the time
  142. 142. Independent  and Patriotic Eco‐RationalStewards of  the land Astute Practically  Profitable
  143. 143. © 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
  144. 144. © 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.
  145. 145. © 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:
  146. 146. © 2009 Drumcircle, LLC Page 154 154 And here’s what happened when  AGCO’s Ad Agency* got to work *The Crafton Group, Atlanta
  147. 147. © 2009 Drumcircle, LLC Page 155
  148. 148. © 2009 Drumcircle, LLC Page 156
  149. 149. © 2009 Drumcircle, LLC Page 157
  150. 150. © 2009 Drumcircle, LLC Page 158
  151. 151. © 2009 Drumcircle, LLC Page 159
  152. 152. © 2009 Drumcircle, LLC Page 160
  153. 153. © 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.
  154. 154. © 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
  155. 155. 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

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