OMD SWOT Analysis - Remi Boel

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OMD SWOT Analysis - Remi Boel

  1. 1. Presentation Vienna 01.10.2008. Remi Boel – Marketing Intelligence Director Omnicom Media Group Belgium
  2. 2. The consumer in the driver’s seat
  3. 3. Passion Points … becoming Touch Points
  4. 4. Passion Points … becoming Touch Points
  5. 5. Leading to new ways of communication
  6. 6. But unresolved measurement and accountability
  7. 7. How to make the difference ?
  8. 8. That’s why we launched Consumer-centric Holistic Integrated Channel Evaluation
  9. 9. Making the truth emerge   Relative weight of communication channels   Single source   different product categories   different types of communication channels   Avoiding “influenced by …”   Consumer in the driver’s seat   Making the truth emerge
  10. 10. Agenda Methodology General channel results Product-specific analysis
  11. 11. Agenda Methodology General channel results Product specific analysis
  12. 12. Methodology and Fieldwork Nathalie Robin
  13. 13. The big idea   Look for perceived effectiveness of communication channels   Touchpoint approach on several sectors   Evaluation through the eyes of the consumer   Communication reality  Media and influencers  Specific by category   Developa database and software capable to measure and analyze touchpoint effectiveness in a holistic way   Based upon a single-source survey
  14. 14. Constraints   Qualitative approach within a quantitative and normative context   Projective techniques   Implication of interviewee   Responsible   View from a distance   Quantified approach   Operational requirements   Rankings   Selectivity   Profiles   Normative construction   Able to reproduce   Standardization
  15. 15. Methodology and field   Universe:   Total population 15+   National   12 500 interviews in total   2 X 500 pilot interviews   23 waves of 500 interviewees   Field between March and December 2007   Face-to-face interviews   CAPI   At home   Per interviewee:   3 categories   Per category:   500 interviewees
  16. 16. The 4 S of the questionnaire   Standardized   Secured (pilot)   Sense   Projective techniques   Simplicity   Short   Visual help   Participative
  17. 17. Questionnaire in three parts   Media effectiveness: « Imagine that tomorrow you get appointed as the BOSS of company XXX, what would you do? »   Frequency of consumption / use   Buying typology
  18. 18. The survey resulted into …   The analysis of 3 550 variables   71 categories (FMCG, services, durables, leisure, … )   50 different communication channels   Adapted to relevance within each category   Out of a code book of in total 145   Most suitable channel selection per category   Above-the-line, below-the-line, opinion leaders, gate keepers, buzz, interactive, …   Consolidated data   Standardized database   Enabling transversal analysis (common media)   In an OMD software (targeting)   A unique, single-source touchpoint benchmark survey and tool   With possibilities to extend
  19. 19. Agenda Methodology General channel results Product specific analysis
  20. 20. What about digital?
  21. 21. Can we still live without digital platforms?
  22. 22. Digital: a niche with an interesting profile
  23. 23. But not the end of classic communication
  24. 24. Digital: more often chosen for non-FMCG Linked with business Expensive/high-involvement products Internet provider : 63% Mobile operator : 58% PC : 49% Car : 44% Tour operator : 43% Airline : 43% Brand activities Soft drinks : 39% Recruitment agency : 41%
  25. 25. A must: “a website for my brand”
  26. 26. Same top 3 for young targets
  27. 27. Are mass media still alive?
  28. 28. Mass media still dominant
  29. 29. Mass media: appreciated in almost all sectors Distribution: 89% OTC: 72%
  30. 30. Within mass media: the power of TV…
  31. 31. …almost for all categories   For69 sectors out of 71, TV is the most popular communication channel.  2 exceptions : analgesics & digestion medication   In general, higher scores for FMCG ( 62%) than for other products (57%) Most popular for : Less popular for : Shower gel Car Mobile operator Loan 73% 71% 45% 46%
  32. 32. What about more niche media?
  33. 33. Websites: small in general but crucial for …   IT & telecom (Internet provider : 19%, PC : 16%)   Leisure (Tour operators : 17%)
  34. 34. The most contrasted media : cinema
  35. 35. Strongly dependent on the sector   Bestresults for products you can find in or around theaters:   Salty snacks : 40%   Chewing gum: 39%   Fast foods: 37%   Soft drinks: 35%
  36. 36. Promo: the second favorite category
  37. 37. A strong link with FMCG products   Especially for:   Washing-up detergents: 75%   Soft drinks: 75%   Salty snacks: 74%   Some non-FMCG products catch up:   IT & Telecom (Mobile operator : 69%; Internet provider : 68%)   Vitamins : 65%
  38. 38. …and promo on POS   POS promo even more important for:   Deodorant (55%)   Chewing gum (55%)   Soft drinks (53%)   But OTC also obtain a good result: 47%
  39. 39. Are small ones less important?
  40. 40. Advice: the most niche category (21%)   but has to be taken into consideration for : OTC Finance Cars 57% 40% 39%
  41. 41. Same story for direct (21%) Finance IT & Telecom Distribution 36% 33% 28%
  42. 42. Learnings from a bird’s eye view   In general, channel choices remain rather conservative. However, new communication channels appear to have a growing importance with young & upscale targets   Belgians love promotion, especially for FMCG   Each sector is a whole world with its particularities
  43. 43. Agenda Methodology General channel results Product-specific analysis – some examples
  44. 44. Soy products
  45. 45. Most chosen communication channels - soy products -
  46. 46. Focus on Mass Media – soy products -
  47. 47. Replacement of windshields
  48. 48. Channel importance within a sector High category affinity % of persons who choose the channel in the studied category compared to average database Niche Popular % of persons who choose the channel Low category affinity
  49. 49. Focus on mass media : 18-54 years old (90%) High category affinity Radio Bus shelters Flyers in Gouden Gids, phone directory the streets Cinema Newspapers TV Niche Popular Ad on Outdoor websites Magazines Regional free sheets Non-addressed mailing  Highest score for TV but very close to average database  Radio shows the highest affinity, followed by ad in phone directory & ad in newspapers Low category affinity Base = people who have chosen at least 1 channel
  50. 50. Focus on mass media : Carglass (96%) High category affinity Gouden Gids, phone directory Bus shelters Cinema Radio TV Flyers in Newspapers the streets Magazines Niche Popular Ad on Outdoor websites Non-addressed mailing Regional free sheets  Much higher score for TV & phone directory  Radio remains important Low category affinity Base = people who have chosen at least 1 channel
  51. 51. Gas- and electricity providers
  52. 52. Top 25 on 15+
  53. 53. Top 25 vs average database
  54. 54. Top 25 on positive attitude towards new providers
  55. 55. Learnings from a frog’s eye view   Learnand benchmark how people consider up to 50 different communication channels within a sector   Channel category management: better understanding of the relative positioning of different products against these communication channels   Analyze preferences in channel communication of heavy, medium, light & non-users and benchmark against marketing objectives
  56. 56. General conclusions
  57. 57. OMD Choice   Consumer centric, single-source survey   Enabling multichannel analysis   From a macro-societal point of view   By sector with possibility to benchmark   Integrated in strategic recommendation
  58. 58. Thank you for your attention

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