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Crowd DNA : Gym Effectiveness Research

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Crowd DNA : Gym Effectiveness Research

  1. 1. Gym Effectiveness Research: GSK / Sensodyne PronamelCrowd DNAFebruary 2012
  2. 2. AGENDAINTRODUCTIONGYM HABITS AND VISITATIONIN-GYM ADVERTISING: AN OVERVIEWDENTAL HEALTH AND TOOTHPASTETHE PARTNERSHIP WITH SENSODYNESUMMARY & CONCLUSIONSSUMMARY/CONCLUSIONAPPENDIX
  3. 3. INTRODUCTIONBACKGROUND •  Zoom Media operates an extensive out-of-home media network within the UK’s leading health and fitness clubs, reaching health-conscious, active and up-market consumers •  Zoom has a partnership with GSK and Mediacom to educate the target audience and drive consideration and sales of Sensodyne Pronamel toothpaste •  Crowd DNA were asked to measure the effectiveness of this partnership among 150 members of GSK’s target audience: female ABC1 gym-goers aged 25-54 CAMPAIGN OBJECTIVES •  Educate the target audience on the subject of acid erosion •  Drive sales and consideration of Sensodyne Pronamel •  Promote habitual usage, as part of a daily beauty regime
  4. 4. INTRODUCTIONSAMPLING AND METHODOLOGY Face-to-face exit interviews were conducted among 150 female gym- goers at two David Lloyd gyms in West London: Heston and Kingston •  Respondents were selected on the basis of gender and age (25-54) •  All agreed that they had just completed a gym session •  Interviews lasted less than five minutes on average 25 - 29 35% Heston 49% 30 - 34 13% 35 - 40 23% 41 - 44 10% 45 - 49 5% 100% 50 - 54 13% female Mean age: 36 51% Kingston
  5. 5. INTRODUCTIONGYM HABITS AND VISITATIONIN-GYM ADVERTISING: AN OVERVIEWDENTAL HEALTH AND TOOTHPASTETHE PARTNERSHIP WITH SENSODYNESUMMARY & CONCLUSIONSSUMMARY/CONCLUSIONAPPENDIX
  6. 6. GYM HABITS AND VISITATION THE SAMPLE ARE ACTIVE GYM-GOERS… Every day Six times a week 5% 4% 71% visit the gym Five times a week 11% more than three Four times a week 15% Three times a week 36% times per week Twice a week 18% Once a week 10% Less than once a week 1% … AND MANY TAKE ADVANTAGE OF CLASSES TOO Gym Session 63% ⅓ take a class in Gym Session & Class 32% addition to a gym Class Only 5% sessionQ: How many times a week do you go to the gym? What did you do at the gym today? Base: All respondents (n. 150)
  7. 7. GYM HABITS AND VISITATION AREAS VISITED WITHIN THE GYM There is no ‘typical’ gym visit… Gym Floor Changing Reception Rooms Café / Bar StudiosQ: Thinking about your visit today, please tell me how much time you approximately spent in each of the different areas of the gym? Base: All respondents (n. 150)
  8. 8. GYM HABITS AND VISITATION LESS THAN 5 MINUTES SPENT IN EACH AREA Reception is most likely to be bypassed entirely by our sample… Gym Floor 7% Reception Changing Rooms 95% 11% Café / Bar Studios 41% 58%Q: Thinking about your visit today, please tell me how much time you approximately spent in each of the different areas of the gym? Base: All respondents (n. 150)
  9. 9. GYM HABITS AND VISITATION MORE THAN 45 MINUTES SPENT IN EACH AREA The gym floor and studios are where most time is spent… Gym Floor 73% Reception Changing Rooms 0% 13% Café / Bar Studios 17% 41%Q: Thinking about your visit today, please tell me how much time you approximately spent in each of the different areas of the gym? Base: All respondents (n. 150)
  10. 10. INTRODUCTIONGYM HABITS AND VISITATIONIN-GYM ADVERTISING: AN OVERVIEWDENTAL HEALTH AND TOOTHPASTETHE PARTNERSHIP WITH SENSODYNESUMMARY & CONCLUSIONSSUMMARY/CONCLUSIONAPPENDIX
  11. 11. IN-GYM ADVERTISING: AN OVERVIEW DISPLAY ADVERTISING IN THE GYM 59% 38% 29% ADVERTISING STANDS TV MIRROR TALKERS 15% 8% 5% GYM MUSIC / RADIO FREE SAMPLES YOGA MATSQ: During your gym visit today, which of the following types of advertising did you see? Please select all that apply. Base: All respondents (n. 150)
  12. 12. IN-GYM ADVERTISING: AN OVERVIEW UNPROMPTED ADVERTISING RECALLQ: And thinking about the advertising you’ve seen, which, if any products or brands did you see advertised? Base: All respondents (n. 150)
  13. 13. IN-GYM ADVERTISING OVERVIEW UNPROMPTED ADVERTISING RECALL Top Sectors: Top Brands: %age of Responses %age of Mentions Dental Services 29% Sensodyne 28% Toothpaste 23% Sensodyne Pronamel 18% 1 Dental treatments 6% Any Sensodyne (net) 45% Gym & Fitness 25% David Lloyd 18% Personal Trainers or Classes 25% 2 Physiotherapy <1% Energy Drinks & Foods 25% Lucozade 15% Healthy Eating / Foods 12% Maxi-Muscle 5% Energy Drinks 9% 3 Water 4% Beauty & Cosmetics 12% Dove 5% Hairdressers / Beauty Services 7% Nivea 3% Cosmetic Products 4% Remington 3% 4 Appliances 1% 5 Sports Brands 3% Reebok 5% 6 Others 6% Muller 3%Q: And thinking about the advertising you’ve seen, which, if any products or brands did you see advertised? All respondents (n. 150); responses: 102; brand mentions: 40
  14. 14. INTRODUCTIONGYM HABITS AND VISITATIONIN-GYM ADVERTISING: AN OVERVIEWDENTAL HEALTH AND TOOTHPASTETHE PARTNERSHIP WITH SENSODYNESUMMARY & CONCLUSIONSSUMMARY/CONCLUSIONAPPENDIX
  15. 15. DENTAL HEALTH AND TOOTHPASTE WHAT ARE YOUR THREE MAIN DENTAL HEALTH CONCERNS? Tooth decay 83% Yellowing teeth 65% Bad breath (halitosis) 59% Sensitive teeth 41% Bleeding gums (gingivitis) 21% Acid erosion 19% ⅕ consider acid erosion to be a Something Else 6% major concern Dry mouth 4%Q: Thinking specifically about dental care, please choose the three most important issues to you? All respondents (n. 150)
  16. 16. DENTAL HEALTH AND TOOTHPASTE TOOTHPASTE BRANDS: FIRST MENTION 63% 16% Nearly ⅔ have 6% Colgate top of mind; Sensodyne is 5% a clear second 3% 2% Others 5%Q: Thinking specifically about toothpaste, what is the first brand that comes to mind? All respondents (n. 150)
  17. 17. DENTAL HEALTH AND TOOTHPASTE TOOTHPASTE BRANDS: ALL MENTIONS 40% 21% 14% 8% 6% 3% Others 7%Q: Thinking specifically about toothpaste, what is the first brand that comes to mind?Q: Are there any other toothpaste brands that next come to mind? All respondents (n. 150); total brand mentions: 330
  18. 18. DENTAL HEALTH AND TOOTHPASTE BRAND CURRENTLY BEING USED 54% 17% 7% 6% 3% 2% Others 7% Can’t Remember 3%Q: What brand of toothpaste are you using at the moment? Base: All respondents (n. 150)
  19. 19. INTRODUCTIONGYM HABITS AND VISITATIONIN-GYM ADVERTISING: AN OVERVIEWDENTAL HEALTH AND TOOTHPASTETHE PARTNERSHIP WITH SENSODYNESUMMARY & CONCLUSIONSSUMMARY/CONCLUSIONAPPENDIX
  20. 20. THE PARTNERSHIP WITH SENSODYNE DENTAL CARE BRANDS ADVERTISED IN THE GYM: PROMPTED LIST 35% 44% named any 13% Sensodyne product 7% 5% 3% 3% 3% 3% Others 3% Can’t Remember 48%Q: And which of the following dental care brands have you seen advertised during your visits to the gym in the past month or so? Base: All respondents (n. 150)
  21. 21. THE PARTNERSHIP WITH SENSODYNE SENSODYNE PRONAMEL: PROMPTED CAMPAIGN AWARENESS “Advertising for Sensodyne Pronamel is currently running at this gym. Can you remember seeing any advertising for Sensodyne Pronamel?” YES: 55% NO: 43% Don’t know or not sure: 2%Q: Advertising for Sensodyne Pronamel is currently running at this gym. Can you remember seeing any advertising for Sensodyne Pronamel? Base: All respondents (n. 150)
  22. 22. THE PARTNERSHIP WITH SENSODYNEAD TYPES SEEN (PROMPTED AMONG ALL AWARE OF THE CAMPAIGN): TV GYM MUSIC YOGA MATS MIRROR TALKERS FREE SAMPLES ADVERTISING STANDS
  23. 23. THE PARTNERSHIP WITH SENSODYNE AD TYPES SEEN (PROMPTED AMONG ALL AWARE OF THE CAMPAIGN): 71% noticed TV or standee 55% 54% advertising ADVERTISING STANDS TV 27% 13% 7% 1% MIRROR TALKERS FREE SAMPLES YOGA MATS GYM MUSICQ: Please select all the types of advertising you remember seeing. Base: All who have seen Sensodyne advertising (n. 83)
  24. 24. THE PARTNERSHIP WITH SENSODYNE 63% OF COMMENTS REFERENCED ACIDITY, EROSION, ENAMEL OR PROTECTION“Eating fruits might be healthy, but they can cause damageto tooth enamel.”“The key message for me is that foods you think arehealthy can actually damage your teeth.”“The campaign is about protection… even things you 16%assume are healthy you need protecting against.”“You should think about the damage that everydayhealthy foods cause to your teeth.” 48%Q: What do you think is the key message of the Sensodyne Pronamel advert? Base: All respondents (n.150)
  25. 25. THE PARTNERSHIP WITH SENSODYNE ADDRESSING GSK’S CAMPAIGN OBJECTIVES I would consider trying a free sample of Sensodyne Pronamel 96% The ad makes me think about dental care/ acid erosion more 75% I associate the advert with Sensodyne Pronamel 74% The adverts makes me think that protection against acid erosion should be part of my daily dental care 72% Seeing the ad makes me more likely to consider buying a toothpaste that protects against acid erosion 66% I enjoyed seeing the ad 47% % who agree The ad told me something that I didn’t know before 29% All RespondentsThinking about the advert, please tell me on a scale of 1 to 5 how strongly you agree with the following statements, where 1 means strongly disagree and 5 means strongly agreePercentages indicate proportion of respondents scoring 4-5 against each statement. Base: All respondents (n. 150)
  26. 26. THE PARTNERSHIP WITH SENSODYNE SHIFTING BRAND PERCEPTIONS I would consider trying a free 98% sample of Sensodyne Pronamel 94% +4% I associate the advert with 80% Sensodyne Pronamel 68% +18% The ad makes me think about 78% dental care/ acid erosion more 69% +13% The adverts makes me think that 76% protection against acid erosion should +15% be part of my daily dental care 66% Seeing the ad makes me more likely to 71% consider buying a toothpaste that 59% +22% protects against acid erosion 54% +47% I enjoyed seeing the ad 37% % who agree The ad told me something that 31% Exposed Non-Exposed I didn’t know before 26% +20% to Campaign to CampaignThinking about the advert, please tell me on a scale of 1 to 5 how strongly you agree with the following statements, where 1 means strongly disagree and 5 means strongly agreePercentages indicate proportion of respondents scoring 4-5 against each statement. Base: Exposed (n. 83), Non-Exposed (n. 65)
  27. 27. THE PARTNERSHIP WITH SENSODYNE REACTION TO THE CAMPAIGN All Respondents 73% of all respondents are positive about the campaign 49% 27% 25% 0% 0% Changed my Confirmed my Had no Confirmed my Changed my opinion for negative influence positive opinion for the worse opinion opinion the betterQ: How did the campaign influence your opinion on Sensodyne Pronamel? Please select one response. Base: All respondents (n. 150)
  28. 28. THE PARTNERSHIP WITH SENSODYNE REACTION TO THE CAMPAIGN Exposed 78% exposed vs. 66% to Campaign Non-Exposed to Campaign non-exposed are positive about the campaign 48% 49% 34% 29% 22% 19% 0% 0% 0% 0% Changed my Confirmed my Had no Confirmed my Changed my opinion for negative influence positive opinion for the worse opinion opinion the betterQ: How did the campaign influence your opinion on Sensodyne Pronamel? Please select one response. Base: All respondents (n. 150)
  29. 29. THE PARTNERSHIP WITH SENSODYNE BEHAVIOURS: HOW LIKELY ARE YOU TO DO THE FOLLOWING? Buy Sensodyne Pronamel Recommend Sensodyne Pronamel All All 0 3% Respondents 0 3% Respondents 1 1% 1 1% 2 3% 2 3% 3 3% 3 3% 4 3% 4 3% 5 17% 5 17% 6 13% 6 13% 7 13% 7 13% 8 15% 28% 8 15% 33% 9 9% 9 9% 10 20% 10 20% 29% 21%Q. And on a scale of 0-10 how likely are you to buy Sensodyne Pronamel in the future? And on a scale of 0-10 how likely are you to recommend Sensodyne Pronamel to a friend in the future?Percentages indicate proportion of respondents scoring 4-5 against each statement. Base: All respondents (n. 150)
  30. 30. THE PARTNERSHIP WITH SENSODYNE BEHAVIOURS: HOW LIKELY ARE YOU TO DO THE FOLLOWING? Buy Sensodyne Pronamel Recommend Sensodyne Pronamel Exposed Exposed 0 4% to Campaign 0 5% to Campaign 3% 8% 1% Non-Exposed 2% Non-Exposed 1 2% to Campaign 1 5% to Campaign 2 2% 2 2% 3% 3% 3 2% 3 4% 3% 3% 4 1% 4 5% 6% 6% 5 16% 5 12% 20% 14% 6 5% 6 6% 23% 23% 7 15% 7 19% 8 9% 23% 37% 8 11% 23% 42% 6% 9% 15% 20% 9 11% 9 8% 6% 5% 10 19% 21% 31% 10 13% 14% 22% 25% 18%Q. And on a scale of 0-10 how likely are you to buy Sensodyne Pronamel in the future? And on a scale of 0-10 how likely are you to recommend Sensodyne Pronamel to a friend in the future?Percentages indicate proportion of respondents scoring 4-5 against each statement. Base: Exposed (n. 83), Non-Exposed (n. 65)
  31. 31. THE PARTNERSHIP WITH SENSODYNE ACTION: ACTIVITIES LIKELY TO DO IN THE NEXT FEW WEEKS Buy or use Sensodyne Pronamel 72% Talk to someone about Sensodyne Pronamel 41% Search for information about acid erosion 13% Visit the Sensodyne Pronamel website 11%Q. And which, if any, of the following are you likely to do in the next few weeks or so? Base: All respondents (n. 150)
  32. 32. THE PARTNERSHIP WITH SENSODYNE ACTIONS: LIKELY TO DO IN THE NEXT FEW WEEKS Buy or use Sensodyne 72% Pronamel +1% 70.80% Talk to someone about 42% Sensodyne Pronamel 40.00% +5% Search for information 10% about acid erosion (-70%) 16.90% Visit the Sensodyne 12% Pronamel website 9.20% +47% Exposed Non-Exposed to Campaign to CampaignQ. And which, if any, of the following are you likely to do in the next few weeks or so? Base:: Exposed (n. 83), Non-Exposed (n. 65)
  33. 33. INTRODUCTIONGYM HABITS AND VISITATIONIN-GYM ADVERTISING: AN OVERVIEWDENTAL HEALTH AND TOOTHPASTETHE PARTNERSHIP WITH SENSODYNESUMMARY & CONCLUSIONSSUMMARY/CONCLUSIONAPPENDIX
  34. 34. SUMMARY & CONCLUSIONSHOW HAS THE CAMPAIGN PERFORMED AGAINST ITS OBJECTIVES? Educate the audience on the subject of acid erosion: •  75% of all respondents said that the ads caused them to think more about acid erosion •  73% of all respondents were positive about the campaign •  63% of responses to the campaign contain a reference to acidity, erosion, enamel or protection
  35. 35. SUMMARY & CONCLUSIONSHOW HAS THE CAMPAIGN PERFORMED AGAINST ITS OBJECTIVES? Promote habitual usage, as part of a daily beauty regime: •  Of all advertising remembered by respondents, advertising around dental care was cited by 29% of respondents •  72% of respondents agreed that the ads in their gym made them think that protection against acid erosion should be part of daily dental care
  36. 36. SUMMARY & CONCLUSIONSHOW HAS THE CAMPAIGN PERFORMED AGAINST ITS OBJECTIVES? Drive consideration and sales of Sensodyne Pronamel: •  66% said the ad makes them more likely to consider buying a toothpaste that protects against acid erosion •  72% of respondents said they are likely to buy or use Sensodyne Pronamel over the next few weeks •  96% would try a free sample of Sensodyne Pronamel •  Sensodyne accounted for 45% of all unprompted ad awareness mentions
  37. 37. Gym Effectiveness Research: M&S / Simply Fuller LongerPrepared for Zoom Media by Crowd DNAFebruary 2012
  38. 38. AGENDAINTRODUCTIONGYM HABITS AND VISITATIONIN-GYM ADVERTISING: AN OVERVIEWHEALTHY EATING AND WEIGHT LOSSTHE PARTNERSHIP WITH M&SSUMMARY & CONCLUSIONSSUMMARY/CONCLUSION
  39. 39. INTRODUCTIONBACKGROUND •  Zoom Media operates an extensive out-of-home media network within the UK’s leading health and fitness clubs, reaching health-conscious, active and up-market consumers •  Zoom has a partnership with M&S and Walker Media to drive awareness and sales of M&S Simply Fuller Longer •  Crowd DNA measured the effectiveness of this partnership among 148 members of M&S’s target audience: ABC1 gym-goers aged 25-54 CAMPAIGN OBJECTIVES •  Increase awareness of Simply Fuller Longer •  Increase sales •  Put M&S at the front of mind for healthy eating
  40. 40. INTRODUCTIONSAMPLING AND METHODOLOGY Face-to-face exit interviews were conducted among 148 gym goers at two gyms: Fitness First in Central London and The Gym in Kingston •  Respondents were selected on the basis of age (25-54) •  All agreed that they had just completed a gym session •  Interviews lasted less than five minutes on average 25 - 29 49% Central London 51% 30 - 34 30% 49% male 35 - 40 10% 41 - 44 3% 49% 45 - 49 4% female 50 - 54 4% Average age: 32 51% Kingston
  41. 41. INTRODUCTIONGYM HABITS AND VISITATIONIN-GYM ADVERTISING: AN OVERVIEWHEALTHY EATING AND WEIGHT LOSSTHE PARTNERSHIP WITH M&SSUMMARY & CONCLUSIONSSUMMARY/CONCLUSION
  42. 42. GYM HABITS AND VISITATION THE SAMPLE ARE ACTIVE GYM-GOERS… 4% 84% visit the gym Every day Six times a week 3% 20% Five times a week Four times a week 25% at least three times Three times a week 32% per week Twice a week 13% Once a week 2% Less than once a week 1% TIME SPENT ON THE GYM FLOOR <30 minutes 2% 30-45 minutes 45-60 minutes 17% 30% 51% spend 60-75 minutes 24% 1 hour+ on 75-90 minutes 5% 90 minutes+ 22% the gym floorQ: How many days a week do you work out at this gym? Base: All aware (n. 133)Q: Roughly how long did you spend on the gym floor today? Base: All respondents (n. 148)
  43. 43. GYM HABITS AND VISITATION 3 IN 10 AIM TO LOSE WEIGHT AT THE GYM To maintain or improve fitness 78% As part of a weight-loss programme or diet 30% To train for a specific event such as a marathon/triathlon 14% For fun/relaxation 13% As a social activity with friends 3% Something else 9%Q: What were your main reasons for coming to the gym today? All respondents (n. 148)
  44. 44. GYM HABITS AND VISITATION HIGH MEDIA EXPOSURE ON THE GYM FLOOR 82% noticed or watched gym TVQ: Did you notice or watch the TVs in the gym? Base: All Respondents (n. 148)
  45. 45. INTRODUCTIONGYM HABITS AND VISITATIONIN-GYM ADVERTISING: AN OVERVIEWHEALTHY EATING AND WEIGHT LOSSTHE PARTNERSHIP WITH M&SSUMMARY & CONCLUSIONSSUMMARY/CONCLUSION
  46. 46. IN-GYM ADVERTISING: AN OVERVIEW DISPLAY ADS IN THE GYM 65% noticed at least one form of 58% 26% digital TV GYM MUSIC advertising 34% 47% ADVERTISING STANDS POSTER ADVERTISINGQ: During your gym visit today, did you notice any of the following advertising types? Base: All respondents (n. 148)
  47. 47. IN-GYM ADVERTISING: AN OVERVIEW UNPROMPTED ADVERTISING RECALLQ: And thinking about the advertising you’ve seen, which, if any products or brands did you see advertised? All respondents (n. 148); responses: 107; brand mentions: 80
  48. 48. IN-GYM ADVERTISING: AN OVERVIEW UNPROMPTED ADVERTISING RECALL Top Sectors: Top Brands: %age of Responses %age of Mentions Energy Drinks & Foods 42% Maxi-Muscle 29% Supplements 32% Lucozade 5% 1 Energy drinks 6% Maxitone 3% Retail Products/Services 23% The Bentall Centre 15% Shopping Centres 12% M&S 10% 2 Gym and Ftness 17% The Gym 11% Leisure centres 9% PT or classes 9% 3 Music 7% Ministry of Sound 4% Festival 3% Party In The Park 3% 4 Label 2% 5 Dental Products/Services 6% Sensodyne 4% 6 Others 3%Q: And thinking about the advertising you’ve seen, which, if any products or brands did you see advertised? All respondents (n. 148); responses: 107; brand mentions: 80
  49. 49. INTRODUCTIONGYM HABITS AND VISITATIONIN-GYM ADVERTISING: AN OVERVIEWHEALTHY EATING AND WEIGHT LOSSTHE PARTNERSHIP WITH M&SSUMMARY & CONCLUSIONSSUMMARY/CONCLUSION
  50. 50. HEALTHY EATING AND WEIGHT LOSS UNPROMPTED RECALL – WEIGHT LOSS PRODUCTS Maximuscle Special K 9% 9% 68% recalled at least one Weight Watchers 9% food when asked, but… Holland and Barrett 7% •  Low overall awareness Boots 4% •  Many cited healthy foods such as M&S 4% ‘wholegrain’, ‘chicken’ Slimfast 4% •  Confusion with weight-loss and Alpen 3% muscle-building products Ryvita 3% Other brands 22% "Healthy food" 18% Potein shakes, etc. 8%Q: Thinking now about healthy eating products, or food designed to help with weight loss, which brands or products come to mind? Base: those aware (n. 101); responses: 116; brand mentions: 26
  51. 51. HEALTHY EATING AND WEIGHT LOSS PROMPTED AWARENESS OF WEIGHT LOSS ADVERTISING Special K 57% Weight Watchers 48% Muller Light 31% Slimfast 18% Lighter Life 15% Waitrose Count range 10% Others 1% None of these 24%Q: What other weight loss advertising have you seen in the last few weeks? All respondents (n. 148)
  52. 52. INTRODUCTIONGYM HABITS AND VISITATIONIN-GYM ADVERTISING: AN OVERVIEWHEALTHY EATING AND WEIGHT LOSSTHE PARTNERSHIP WITH M&SSUMMARY & CONCLUSIONSSUMMARY/CONCLUSION
  53. 53. THE PARTNERSHIP WITH M&S SIMPLY FULLER LONGER: PROMPTED AWARENESS 25% recalled seeing advertising for at their gymQ: Which (if any) of these products have you seen advertised on the gym TVs during your visits to the gym in the last 2 weeks ? (Simply Fuller Longer) Base: All Respondents (n. 148)
  54. 54. THE PARTNERSHIP WITH M&S SIMPLY FULLER LONGER: PROMPTED GYM TV AD AWARENESS “Can you remember seeing this particular advert on the TVs at this gym?” YES: 62% NO: 32% Don’t know or not sure: 7%Q: Can you remember seeing this particular advert on the TVs at this gym? All respondents (n. 148)
  55. 55. THE PARTNERSHIP WITH M&S BRAND ATTRIBUTION 98% 98% of those that saw the advert attributed it to M&S! attributed the campaign toQ: Looking at the ad, can you tell me the name of the brand this advert belongs to? All those who saw the M&S campaign in the gym (n. 86)
  56. 56. THE PARTNERSHIP WITH M&S AD VERTISING SEEN PRIOR TO TODAY’S GYM VISIT 72% 60% 32% had seen at least one of TV IN-STORE these 5% 4% 3% 0% NEWSPAPERS INTERNET WOMENS MAGAZINES VIDEO-ON-DEMANDQ: Have you heard of M&S Simply Fuller Longer prior to your gym visit today, and if so where from? All respondents (n. 148)
  57. 57. THE PARTNERSHIP WITH M&S AD VERTISING SEEN PRIOR TO TODAY’S GYM VISIT Exposed to Campaign Non-Exposed to Campaign 81% 43% 28% 15% TV IN-STORE 4% 7% 3% 0% 6% 0% 0% 0% NEWSPAPERS INTERNET WOMENS MAGAZINES VIDEO-ON-DEMANDQ: Have you heard of M&S Simply Fuller Longer prior to your gym visit today, and if so where from? All respondents (n. 148)
  58. 58. THE PARTNERSHIP WITH M&S HOW OFTEN DO THEY VISIT M&S? Every day 1% 39% are M&S Several times a week 16% weekly Once a week 22% shoppers Once every few weeks 14% Once a month 20% Less often 18% Never 9%Q: How regularly do you shop for food at M&S? All respondents (n. 148)
  59. 59. THE PARTNERSHIP WITH M&SPRODUCT PERCEPTIONS •  Luxury •  Budget •  Unhealthy •  Healthy •  High quality •  High in fat •  Poor quality •  Low in fat •  Expensive •  Convenient •  Cheap •  Difficult to prepare •  For a calorie controlled diet •  … or something else? Q: From viewing the ad, what 3 words/statements would you use to describe M&S Simply Fuller Longer out of the list below? All respondents (n. 148)
  60. 60. THE PARTNERSHIP WITH M&SPRODUCT PERCEPTIONS Healthy 69% Convenient 48% High quality 47% For a calorie controlled diet 30% Low in fat 21% Luxury 20% 95% used at least one positive quality to Expensive 21% Budget 10% describe the Simply Cheap 3% Fuller Longer range Poor quality 2% High in fat 2% Unhealthy 1% Difficult to prepare 0% Q: From viewing the ad, what 3 words/statements would you use to describe M&S Simply Fuller Longer out of the list below? All respondents (n. 148)
  61. 61. THE PARTNERSHIP WITH M&S PRODUCT CONSIDERATION AND PURCHASE BEHAVIOUR “Have you bought a product from the M&S Simply Fuller Longer range, or would you consider buying one?” 24% No have bought 55% have bought or 45% 31% would consider buying a product would from the range considerQ: Have you previously bought a product from the M&S Simply Fuller Longer range, or would you consider buying one? All respondents (n. 148)
  62. 62. THE PARTNERSHIP WITH M&S REASONS FOR PURCHASING Time saving and convenient 28% I like the taste 27% It’s an effective way to monitor calorie intake 24% I like the range of dishes available 17% They fit in with an existing diet programme 9% 42% would use the I’m interested in losing weight 9% range to help lose weight Something else 14%What is the main reason why you purchased or would consider purchasing this product? (Base: All who would consider or who have bought a product from the Simply Fuller Longer range (n. 81)
  63. 63. THE PARTNERSHIP WITH M&S REASONS FOR NOT PURCHASING I prefer to cook from scratch 43% Expensive 12% I don’t work/ live near an M&S 10% The meals available aren’t to my taste 9% I’m not interested in losing weight 6% Something else 19% What is the main reason why you would not be interested in buying this product? (Base: All who have not bought or would not consider buying a product from the Simply Fuller Longer range (n.67)
  64. 64. THE PARTNERSHIP WITH M&S REACTION TO THE CAMPAIGN 59% of all respondents are All Respondents positive about the campaign 38% 35% 24% 3% 0% Changed my Confirmed my Had no Confirmed my Changed my opinion for negative influence positive opinion for the worse opinion opinion the betterQ: How did the campaign influence your opinion on M&S Simply Fuller Longer? Please select one response. Base: All respondents (n. 148)
  65. 65. THE PARTNERSHIP WITH M&S REACTION TO THE CAMPAIGN Exposed 64% exposed vs. 42% to Campaign Non-Exposed non-exposed are positive to Campaign about the campaign 55% 41% +95% 32% 21% 23% 21% 2% 4% 0% 0% Changed my Confirmed my Had no Confirmed my Changed my opinion for negative influence positive opinion for the worse opinion opinion the betterQ: How did the campaign influence your opinion on M&S Simply Fuller Longer? Please select one response. Base: Exposed to campaign, (n.91), Non exposed, (n. 47)
  66. 66. THE PARTNERSHIP WITH M&S HOW LIKELY ARE RESPONDENTS TO TRY A PRODUCT FROM THE RANGE? Try a product from the M&S Simply Fuller Try a product from the M&S Simply Fuller Longer range Longer range All Exposed 0 7% Respondents 0 6% to Campaign 13% 0% Non-Exposed 1 1% 1 2% to Campaign 2 5% 2 4% 6% 3 4% 3 6% 2% 4 4% 4 2% 4% 5 13% 5 11% 17% 6 12% 6 13% 9% 7 19% 7 20% 17% 30% 8 10% 29% 8 6% 10% 23% 9 9% 9 10% 9% 29% 10 16% 25% 10 15% 19% 23%Q. And on a scale of 0-10 how to try a product from the M&S Simply Fuller Longer range in the future? Base: All respondents (n. 148) Base: Exposed to campaign (n.91); Non exposed, (n. 47)
  67. 67. INTRODUCTIONGYM HABITS AND VISITATIONIN-GYM ADVERTISING: AN OVERVIEWHEALTHY EATING AND WEIGHT LOSSTHE PARTNERSHIP WITH M&SSUMMARY & CONCLUSIONSSUMMARY/CONCLUSION
  68. 68. SUMMARY & CONCLUSIONSHOW HAS THE CAMPAIGN PERFORMED AGAINST ITS OBJECTIVES? Increase awareness of Simply Fuller Longer •  62% remembered seeing the TV ad at the gym when prompted with de-branded stills •  25% claimed to have seen advertising for the Simply Fuller Longer range at their gym recently •  98% correctly associated the Simply Fuller Longer TV ad with M&S
  69. 69. SUMMARY & CONCLUSIONSHOW HAS THE CAMPAIGN PERFORMED AGAINST ITS OBJECTIVES? Increase sales of Simply Fuller Longer •  41% of all respondents who have not already tried a product form the Simply Fuller Longer range would consider doing so •  When asked how likely they were to buy a product, 59% of those exposed to the campaign scored 7/10 or more vs. 46% non-exposed
  70. 70. SUMMARY & CONCLUSIONSHOW HAS THE CAMPAIGN PERFORMED AGAINST ITS OBJECTIVES? Put M&S at the front of mind for healthy eating •  95% used at least one positive or healthy word to describe the Simply Fuller Longer range •  Nearly 7 in 10 described the Simply Fuller Longer range as ‘healthy •  41% of those exposed to the campaign said it changed their opinion of the range for the better, compared to 21% non-exposed, a 95% increase •  M&S are a consideration in the healthy-eating market, appearing in the top 5 weight-loss brands recalled •  Of those who would consider buying the product, or have already bought it, 42% would do so to help lose weight
  71. 71. THANKS FOR LISTENINGChris Kebbell, Research ManagerCrowd DNA, Unit 6.03, The Tea Building,56 Shoreditch High Street, London E1 6JJchris@crowddna.com | www.crowddna.com | +44 (0)207 739 2885
  72. 72. FIELDWORK OBSERVATIONS: GSK •  Peak times were between 8-10am and 6-9pm •  Thursday was busier than Tuesday and Wednesday •  In Heston, a proportion of women arrived in groups for the Bollywood Dance class on Wednesday evening •  In Kingston, a proportion of gym goers arrived in groups for the Mother and Baby yoga session on Thursday morning •  In Kingston, free samples were positioned in the opposite direction to the gym entrance - a possible contributor to low awareness there •  For future waves, additional samples in the changing areas could be considered
  73. 73. FIELDWORK OBSERVATIONS: M&S •  Peak times were between 8-10am and 6-9pm •  In Central London, the larger reception area in Fitness First allowed for more advertising space in the form of stands and posters •  At The Gym in Kingston, as there wasn’t a reception area advertising centred around the TVs on the gym floor
  74. 74. THANKS FOR LISTENINGChris Kebbell, Research ManagerCrowd DNA, Unit 6.03, The Tea Building,56 Shoreditch High Street, London E1 6JJchris@crowddna.com | www.crowddna.com | +44 (0)207 739 2885

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